“We’ve been advertising on radio 52 weeks a year for 7 years.We’re not necessarily advertising a product, but radio is helping us market and preserve the integrity of our brand – who we are.

Because of our ‘HI, I’M LUCI HIRSCH’ campaign,I often get people come up to me to say ‘hi’, and that’s exactly what we want – for people to feel that they’re a part of our family and that if they have a problem, question or concern, they can come and see me/ us. Like we say in our family, ‘adverts don’t work, but advertising does’.Our campaign might not creatively be all the bells and whistles, but it works!

Radio lets us woo and entice the customers – we can give them snippets of information and then direct them to our website or store for more detail. It’s a good way to measure the success of our adverts.We know what times our spots are flighted and we can then monitor this. The sheer volume of calls after a promo has been aired shows us that radio works”.

Luci Hirsch

Advertising and Marketing Director, Hirsch Appliance Group