As a proprietor of a restaurant in Springfield, you have to think about how to stand above or apart from all the rest of the restaurants. I have always known that advertising is a necessary expense, but how do you spend those dollars and make sure they work. Kim Harris with Midwest Family Broadcasting has been very helpful figuring out the right balance of print and radio for Jimm's Steakhouse.
On the surface, radio seemed to be a little expensive and it took some convincing to give it a try. Kim spent time with me structuring a year long branding plan, and then we sat back and watched our business grow as the commercials aired. You can often tell which ones are working by the feedback we get from our guests.
As 92.9 changed their format to The Beat, I wanted to jump ship and move to a new station. Kim asked me to give it some time, just a couple of weeks, and see what happens. I felt like the new format didn't fit our guest base and was a waste of time.
Wrong! The commercial we aired for the Holiday season had such great results and success, I had to call and ask Kim for it to be pulled before the end of the scheduled run. It worked too well. Kim was right, you must remain consistent for branding purposes and familiarity for the listener. With a commitment, a plan and a partnership like Kim's, sales have exceeded our expectations and business is booming. Kim knows her profession and is a true partner in our business. Thanks Kim!
Jimm Swafford
January 29, 2013
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