WWO: Case Study in Creating Future Demand
This week’s blog post from Cumulus Media | Westwood One’s Audio Active Group looks at a Joplin, Missouri hardware store’s successful efforts to create future demand through long-term 
advertising on AM/FM radio. Using quality creative – catchy and humorous jingles – Henkle’s Ace Hardware built unaided awareness of 47%, ad recall of 19%, and brand favorability of 25%. These very strong numbers are capped off with an impressive 23% of people in Joplin having ever used Henkle’s Ace Hardware and 10% saying they would use Henkle’s Ace Hardware if the need arose. As the blog notes, creating future demand is advertising to that much larger group of consumers who are not in the market and are not ready to buy now but will be in the future. The goal is making them feel familiar with and positively toward your brand to get them to gravitate toward them when they enter the category. See the full blog post here.
using print and television. The owner was stunned that in a local group of 125 people not one could name his company. Doug Hansen‘s Bug-a-Way Pest Control then embarked on an AM/FM campaign in which a jingle was created for his business and soon his company went from zero unaided awareness to 20%. The campaign helped create future demand for his company as 29% of locals surveyed said they would call his company if they needed pest control.