Situation

Clayton Homes is America’s largest home builder with over 300 company-owned home centers. To drive home center traffic and sales, they wanted to promote their Red Tag Clearance event in a way that would not only drive awareness, but also create personal selling relationships with potential customers.

Solution

To leverage the power of local word-of-mouth marketing on a large scale, a Live Reads program was developed to deliver targeted messaging to local consumers at key times during the promotional period.

 

During the two-month campaign, 106 DJs were utilized across 54 radio metro markets. These local radio personalities became ambassadors of the Clayton Homes brand and helped increase the brand’s credibility and approachability. Live radio spots captured audience attention directly because listeners could relate to the DJs and their personal experiences, maximizing the overall impact of radio. Endorsements were scheduled as :60 spots, but often ran longer, giving Clayton Homes more impact at no additional cost. Additionally, the Live Reads program integrated organically with the DJs’ social media to further increase impressions and reach by extending the brand beyond on-air to online.

Results

This program proved successful for Clayton Homes by increasing the visibility of the Red Tag Clearance sale with a distinctive media mix and presence that helped the promotion exceed sales goals. Local DJs shared 69 posts from the Clayton Homes social media pages. In addition, Clayton Homes repurposed select live reads by posting them on their local home center Facebook pages for even wider audience exposure.

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