Local Link

This page is for sharing the great ideas, campaigns, proposals, audio, commercials, sales tips and experiences of Connect member stations.

We know that out of our hundreds of member stations, thousands of proposals and campaigns, sales tips, ideas, commercials are being successfully run each week: here's where we'd like to hear about and share these stories and ideas with other stations, to work together to make the industry as strong as possible.

If you've run a campaign - for any kind of advertiser - that has worked, let us know.

If you've created a commercial that got a great response, let us know.

If you came up with a programing idea that sold locally and got results, let us know.

If you have a tip on managing sales teams, getting the best out of sellers or handling your sales manager - let us know.

The more we can share our ideas and resources, the better of we'll all be and the better prepared we'll be to survive and prosper through the next few quarters.

Submissions we receive will be posted up to this page. Users will also get a chance to leave comments as well. (For a full set of legal stuff about submitting your ideas / content, click here)

To submit any kind of content or idea, just click this link. Don't forget to:

a) include your name, your title and your station call-sign
b) include the script for any commercials you send us as a Word or text document if you have it.
c) include any information you think is relevant about your submission - who the client was, how you came by the idea, who was involved, what the results were; the more useful info the better.

Thanks,
The ARIA Team.


Local Pharmacy vs. Big Box Stores

The Medicine Shoppe is a local pharmacy that is a traditional pharmacy as well as a Naturopathic Pharmacy. Dave Mikus works as a traditional pharmacists as well as a naturopathic pharmacist. The pharmacy provides services such as supplements, Ion Cleanse (detox), massage, saliva testing, compounding and traditional pharmacy.

The Medicine Shoppe found their sales decreasing and the big box stores starting to take over their market share in 2004. The pharmacy is located on the north end of town and within a few years three big box pharmacies built stores within a few blocks of this 25 year business.

In 2004 The Medicine Shoppe reviewed their business proposal and found that their sales were declining and they knew they had to compete in the market. They started working with our radio group to determine a marketing strategy that would allow them to compete.

In 2004 the strategy was to incorporate the tag line “going well beyond your traditional pharmacy”. With the big box stores moving in we needed to be more aggressive in the campaign. In 2008 we incorporated Dave voicing his own commercials, and adding the following strategy wedge; "I’m Dave Mikus from the Medicine Shoppe Pharmacy and Wellness Store and I want to be your personal pharmacist and health care advocate". I was also able to convince Dave that we needed to incorporate a jingle in his campaign. We began using the jingle in January of 2009. We are also rotating two commercials at all times. One commercial focuses on traditional pharmacy and the second focuses on naturopathics.

Since starting their campaign in 2004 their sales are up 29.3% over the four year period. For fiscal year 2008 to 2009 their total sales are up 33.8%. While their traditional pharmacy business struggles to remain profitable on a consistent basis, they continue to see continued growth in three different areas of the business. In 2008 over the counter medicines were up 48%, natural products were up 24% and compounding was up 39%.

They have been running the following on WNNS 98.7 which is our Lite Rock station; since 2004 they have run three :60 commercials per day that run between 5:30am and 9pm, seven days a week, 52 weeks a year. In 2008 they began running 12 :10 messages one day per week on WMAY 970am, the Live Talk station of Springfield.

Please click on the commercials below and see how a small local pharmacy can compete and win against the cold and impersonal chain pharmacies. To download the files, right-click on the inks and choose "Save target as..." or "Save link as..."

Commercial #1
Commercial #2
Commercial #3

Dave Doetsch, Mid-West Family Broadcasting, Springfield, IL