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Radio, TV... 1-800-Got-Junk? ...and PPC

A Recruitment Plan Without the Clutter

Summary

The Challenge

1-800-Got-Junk? team counts on Ainsley to keep the leads rolling in, through both traditional radio and television campaigns and digital campaigns. Working directly with the Northern Virginia, Washington D.C., Maryland and Pittsburgh franchise owners, while also coordinating with their corporate marketing team in Vancouver, we were tasked with planning, negotiating, buying and continuously auditing their lead gen campaigns to drive maximum leads for their business.

Solutions Provided

  • Design Consulting
  • Media Buying & Planning

Approach

How We Delivered

Over the past 8 years working with the team from 1-800-Got-Junk?, we’ve developed a clear process for how we engage with media partners, negotiate the buy, audit the results, measure success and communicate clearly with multiple franchise partners throughout the year.

  1. First, we listen. We engage with a consortium of franchise owners to understand what they believe worked, what they heard from their customers, any issues they had, and of course to review the year-over-year (and month by month) numbers of total inquiries, appointments run, average job size/cost, and total revenue. We then use that data to form some initial thoughts and parameters around our buy for the coming season, and KPI’s that need to improve.
  2. Second, we then give an opportunity for every station in the market to respond, regardless of their format, demographics, rank, cost per point, etc. By involving every station in the market, we ensure that we’re not subconsciously filtering out stations that might not be a top 3 pick based on demographics, but if they come to the table with a low enough cost, could be a good secondary station to add an audience not being reached anywhere else. Additionally, stations that have been consistently a good performer for us know that every year is a fresh start – they still have to come to the table with an attractive schedule in order to make it on the buy.
  3. Third, we ensure that we establish direct, local relationships with each station rep, sales manager, and traffic manager. These are the people that decide where your spots run, who gets bonus when inventory is light, and who gets bumped when inventory is tight. We treat these reps as our partners in the client’s success, and while we negotiate aggressively to get the best possible rates for our clients, we also work with them so they understand our goals, and can work to help us meet them.
  4. Lastly, and perhaps most importantly, we audit our radio buys Every.Single.Week. While it may sound boring, this weekly audit of every spot that runs, where it ran, and percentage that were placed in prime time is what keeps things on track. When you’re negotiating a buy, a station offering 50 spots a week between 6 a.m. and Midnight sounds great, and can even make the schedule look great. But if they consistently run between 11:30 p.m. and Midnight, are they really that valuable? No – they’re not being heard. Weekly audit reports ensure that promises made during the negotiation are kept, and that your spots run in the most effective times possible to drive results for your business.

The Results

Not Junk

Through our work with 1-800-Got-Junk?, their team has consistently seen year-over-year increases in important KPIs such as number of leads, number of jobs ran, and average sales ticket, but the most important metric is of course revenue. The franchise owners we partner with have expanded their work with our team, and referred us to other owners. We’re now working with franchises in Baltimore, Virginia, Washington D.C., Pittsburgh, and various markets in California.

15%

Annual Revenue Growth

Next up

DAP