ABSTRACT

Bicycle shops may not be among radio's top-ten advertising categories but the surveys one radio station conducted for a very profitable bike shop yielded a long-term client who steadily increased his advertising buys. The advertiser's marketing decisions were based, in part, on information from customers through the use of ongoing surveys. The market is a mid-Atlantic resort area in the United States. This client had participated in a one-to-one marketing survey, which was combined with an advertising promotion. The report from the survey, which the station called A Marketing Blueprint, was used to garner a renewal from the client. After reviewing this scenario, a person should be able to compose their own reports based on clients' one-to-one marketing surveys of their customers, leading to long-term marketing partnerships. Continually gathering small bits of information from consumers over a long period of time will result in the most accurate picture of what buyers want.