Talk Radio and Internet Holland Cooke Media

Holland Cooke Media Sales Success Story
Scroll down. And check back often. This page is updated on an ongoing basis.

Click below to put your station's E-commerce NTR on autopilot...

"Critters???" To pet owners, those aren't animals.
Their pets are little people, members of the family. Most pet owners will do-without before looking in those big brown eyes and saying "I'm a little short on cash this week." Dollars spent in this retail category are recession-proof.

The first time I heard the spot for Happy Tail Boarding Kennels on client station WKZO/Kalamazoo, I chuckled.
Click here to hear the spot in RealAudio; or...
Here to hear it in Windows Media.

Why this spot gets results:

The client's slogan is a slam-dunk: "THE BED-AND-BREAKFAST FOR YOUR PET." They don't just stuff little Joey into a cramped crate that reeks of doggie poo. While YOU'RE on vacation, HE'S on vacation too!

Little copy touches like "A PARK-LIKE SETTING" also assuage a pet owner's guilt.

Listen also how the copy uses Radio to add value to the client's Yellow Pages ad.

And this copy appeals to time-pressed listeners. WHO are the target customers for a kennel? BUSY PEOPLE! While you're away, Happy Tail will not only baby-sit Boo Boo, they've got training classes and grooming. This is an upsell that rivals "YA WANT FRIES WITH THAT?"

Even a listener who's HALF-listening would hear those sound effects, which play-along with...

...that deliberately-hokey background music. Not only does it differentiate this spot from umpteen slick, sound-alike national commercials. Its cartoon-like quality paints a picture of happy, romping hounds.

How about the client's delivery? Oh sure...disapproving production purists think that client-voiced spots are just an ego trip. But to PET OWNERS, this woman sounds like a kind PET LOVER. Her voice reminds me of a benign elementary school teacher. Not an actor, not a sound-alike DJ voice, this is a credible "real people" voice.

Suggestion: Record this spot, right here off my web site. Put it on cassette, and play it for kennel owners in your area. Tell 'em this account renews again and again in Western Michigan, because this spot works.

Back to Sales Update page