CASE STUDY: Promoting the Girls and Gaskets ladies night at NMG
Provided by Radiocentre
Regional radio provides increased footfall for Norfolk Motor Group.
What was the Challenge / Background of the Campaign?
The client had tried radio advertising in the past, but was not convinced of it's power. Norfolk Motor Group (NMG) wanted to run an evening event, but had previous experience of only 1 or 2 people turning up. Our objective therefore was two fold, firstly the radio promotion needed to encourage females to attend an evening event which combined winter motor safety messages with some girly fun, glitz and glamour, for which Heart's target audience (females 25-44) was ideal and secondly prove to NMG that radio advertising really works.
What was the Campaign Objective?
What was the Solution?
The main promotion was driven by promotional trailers and live presenter reads across Heart Norfolk two weeks prior to the event. Listeners were asked to register online at Heart.co.uk for their personal invitation to the evening. All the information regarding the evening was publicised online which gave us the opportunity to collect data from those who entered.
What were the Results?
Over 100 of the targeted females registered their details online, with over 70 attending the evening. The ladies were treated to an evening of free cupcakes, Thai canapes, hair and beauty make-overs plus the all important safety demonstrations from the NMG Hunks! The campaign was considered a success and since running the promotion, the client has now signed up to be the sponsor on one of our key high profile features on the station.
What were the Key Learnings of this Campaign?
Client testimonial: "I would just like to congratulate everyone involved in last nights "NMG - Heart 102.4 FM" Ladies night, it was a tremendous success and as you can see by logging onto the Heart website we have some future stars for our new web blog and video, which will save me the job of presenting in future. Thank you to Sarah Wilson and the team from Heart for all their sterling work and for drumming up support, thank you to rob and Chrissie of course and all the promotional ladies" Grant, Long-managing director of MSG Norwich.