Households in the Delaware Valley are projected to spend $18.7 billion on home improvements over the next 12 months. Landis Block And Concrete in Souderton, PA uses advertising on Philadelphia radio to successfully earn the biggest possible share of those dollars.
The company is co-owned by Jarrod and Jamie Nyce. Their grandfather started the company in 1943 as Nyce Crete in Landis, PA which is still operated by the brothers. Originally, the company primarily sold ready mix concrete to contractors.
That all changed, when the brother's father purchased Landis Block in 1987. In addition to serving contractors, the new company had a retail business selling stone, block, concrete products, and other building materials to homeowners and do-it-yourselfers.
"When my Grandfather and my dad were running the company, they depended primarily on word-of-mouth and referrals for new customers," says Jarrod Nyce, who, at the age of 16, began working alongside his father.
"When I took over, says Mr. Nyce," our advertising consisted of using local newspapers and magazines to reach contractors. We were even using a very small, local radio station."
"As our retail business began to grow," he says, "we shifted the focus of our advertising dollars to reaching homeowners."
"After the recession," says Mr. Nyce, "My brother and I knew that we needed to increase our advertising to build the business back up. So, we looked at advertising on Philadelphia radio stations."
Mr. Nyce admits he had a bit of sticker-shock when he saw the prices. "We decided to move forward, though. I remembered what a friend of mine told me, 'You can advertise now to find customers, or you can advertise later when you have to find someone to buy your business.' That was excellent advice."
Advertising on Philadelphia radio stations, it turns out, was the best option for Landis Block to reach homeowners in the market for home improvements.
Last week, for instance, Philadelphia radio reached 3,125,135 adult consumers who live in Delaware Valley households planning to make major home improvements over the next 12 months. This equates to 93.1% of potential customers.
This is significantly more potential customers than were reached by local TV; local newspaper, or streaming audio sites like Pandora and Spotify.
Four years ago, Mr. Nyce began advertising on Philadelphia radio with a single station. The first commercials included the voice of a well-known on-air personality encouraging listener to buy from Landis Block. "Radio personalities have built a lot of trust with their audience," he says. "Using them in our commercials extends that trust to our business."
"These commercials." he continues, "really don't advertise our bricks and pavers," says Mr. Nyce. "What we really sell are the results: turning a backyard into a paradise."
Almost immediately, Mr. Nyce began to notice the results of his efforts on Philadelphia radio. "New customers started telling us right away that they learned about us on the radio."
"At the end of the second year," he says, "we started seeing 25% growth. Our retail business was through the roof."
Mr. Nyce attributes 40% of that growth to radio advertising.
"If we ask ten new customers how they heard about us, four will say radio advertising. Four will say referrals. And, two will say the internet."
Mr. Nyce now invests in advertising on Philadelphia radio stations year-round. "We need to be on all time," he says. "Our customer decision cycle can be as long as eight months. We need them to hear us when they are ready to buy."
When asked if Landis Block will continue on Philadelphia radio, he says, "We need to advertise to grow."