With a radio campaign that centers on creating an emotional connection between listeners and their favorite radio personalities, Proven Winners’ national beautification effort is in full swing.
The campaign, playing out through radio stations in California, Massachusetts and Illinois from January until May, seeks to promote the benefits of gardening to listeners across the country.
But instead of a radio personality reading a script, this campaign will feature gardening competitions, contests and hands-on experiences.
“Our goal is to encourage women of all ages to enjoy the benefits of gardening using quality products that are easy, fun and deeply rewarding,” said Marshall Dirks, director of marketing for Proven Winners. “We also seek to support the efforts of local garden centers by promoting the gardening experience to a large audience.”
In Massachusetts, Lisa Roach and Kendra Hijjar, of the top-rated morning show “Matty in the Morning” on KISS 108 FM, will ask more than one million listeners to vote on the best Proven Winners garden — planted and tended by each radio personality. Lisa and Kendra, both Gen-X women who have never gardened, will provide live commentary regarding their gardening experience and competition. Listeners will vote by going online and viewing pictures of their gardens at www.kiss108.com .
In Illinois, Proven Winners will partner with WGN Radio to sponsor the Cubs versus Brewers series at Miller Park over Mother’s Day weekend. In addition to on-air endorsements before the three-game series, Proven Winners’ exclusive sponsorship will also be recognized during both the top and bottom half of each inning of every game. On Mother’s Day, Proven Winners will reward one lucky mom with a garden valued at $5,000 and a party in WGN’s skybox at Wrigley Field for a 2009 Cubs game. In addition to this sponsorship, Proven Winners will run more than 200 commercials during popular radio shows.
In California, from January 26 through April 10, radio host Delana Bennett of KMYI Star 94.1 FM in San Diego will blog and post pictures of her Proven Winners garden. Delana will spread the word regarding Proven Winners products through on-air commentary along with advertising reads. This station is currently responsible for 47 percent of all Gardener’s Idea Book requests.
In Los Angeles, Jesse from KIIS 102.7 FM will plant a Proven Winners garden with his daughter, Savannah. He will then share his experiences on the air and online with a series of photos and videos.
Participating stations will also use live on-air commercials to encourage listeners to look for Proven Winners at independent garden centers.
For more information about Proven Winners radio efforts, visit www.pwcertified.com/consumer_advertising.cfm .