How Kim Komando Helped Grow This Business

0

Thanks to Joanna Martens from The Kim Komando Show for sharing this advertiser success story with us from Austin, Texas, where the syndicated tech guru helped Gregg Burger and his business Precision Camera bring many new customers through the door and ring the cash register.

When General Manager Gregg Burger took over Precision Camera in Austin, 12 years ago, things were drastically different with the business. They had 30 employees in three separate locations housing an office, warehouse, and 6,500-square-foot retail store. The business was doing okay at about $10 million in revenue per year, but growth was stagnant and Gregg knew he could do better.

Radio Ink’s weekly advertiser success stories are sponsored by Sun & Fun Media

The business had been sponsoring the weather photo segment on a popular local news program for years, with a simple company logo. Gregg immediately added the website, address, and phone number to let people know where to find them. He knew that 150 people moved to Austin every single day, and they needed to know where to find the store. In addition, at a time when the recession had advertisers pulling their radio and print ads, he increased advertising and store promotions by 50%. The company had also advertised on local radio for over 20 years, covering a broad range of formats.

Gregg streamlined the coverage to the area’s most popular formats of country music and talk radio, focusing much less on other formats. He knew his listeners were engaged and curious, and talk radio was the best format to send the message that Precision Camera was local, knowledgeable, and offered lifetime customer service.

Kim Komando

Gregg had been a big fan of The Kim Komando Show for many years as a listener, but had never considered advertising during a national talk show because he thought the rates might be too high.

About four years ago, he asked to see the rates and was shocked at how affordable they were. He knew he couldn’t afford NOT to advertise during The Kim Komando Show. Today, he buys four 60-second spots per week and has a great response from listeners.

What makes it even better for him is that Kim Komando voices ALL of his advertisements for FREE! Whenever he needs a new ad, she records them within 24 hours. Today, Precision Camera is a much different business. Due to demand, they were forced to move into a new 20,000-square-foot facility, they employ 50 people, and their revenue is $24 million per year. That’s right, $24 million per year for a local camera store.

Their advertising plan has continued to work for them, and Gregg has no plans to change it, except maybe to add even more to his sponsorship of news programs and national radio shows. When asked why he thinks people respond so well to his advertisements on The Kim Komando Show, Gregg said, “People like her and trust her and what she says. Her endorsement gives the store legitimacy and instant trust. Our income has grown substantially since advertising during the show. The price you pay to be on a national show locally is insignificant compared to pricing on a newspaper ad, and the age range is much wider.” When asked why stations should carry The Kim Komando Show, Gregg said, “Carrying Kim’s show is a very inexpensive way to get the much-wanted tech message out there. Her show is a one-stop shop. She covers everything!”

To learn more about The Kim Komando show GO HERE

Our thanks again to Joanna Martens for sharing this success story. You can reach Joanna at [email protected]

Do you have a sales success story you’re proud of? Help us help the industry tell the story about the tremendous power of radio. We’d love to write about your success story in the next issue of Radio Ink magazine. Send all the details to [email protected].

LEAVE A REPLY

Please enter your comment!
Please enter your name here