Clayton Homes is America’s largest home builder, with over 300 company-owned home centers. To drive home center traffic and sales, Clayton Homes wanted to promote their Red Tag Clearance event in a way that would not only increase awareness, but also create personal selling relationships with potential customers. That’s where Infinity Marketing’s DJ endorsements expertise came in.
To leverage the power of local word-of-mouth marketing on a large scale, a Live Read DJ Endorsement Program was developed. These DJ endorsements would deliver targeted messaging to local consumers at key times during the promotional period.
During the two-month campaign, 106 local DJ personalities across 54 radio markets became ambassadors of the Clayton Homes brand, helping to increase the brand’s credibility and approachability. Live radio spots captured audience attention directly, as loyal listeners easily relate to the DJs and their personal experiences. The DJ endorsements were scheduled as :60 spots, but they often ran longer, giving Clayton Homes more impact at no additional cost. Additionally, the Live Read DJ Endorsement Program integrated organically with the DJs’ social media to further increase impressions and reach by extending the brand to online audiences.
This DJ Endorsement Program exceeded sales goals for Clayton Homes by increasing the visibility of the Red Tag Clearance sale with a distinctive media mix and presence. 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 greater audience exposure.
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