Proven Winners® ColorChoice® expands 2019 radio advertising
With a goal to reach broader audiences of gardening enthusiasts in 2019, Proven Winners® ColorChoice® has scheduled increased media exposure with the largest broadcast and internet radio campaign they have ever planned, generating over 80 million impressions this year.
The 2019 Pandora internet radio campaign will feature the voice of Laura LeBoutillier from Garden Answer, the online gardening tutorial personality who has become a household name. Ads will deliver information about popular flowering shrubs such as the Invincibelle® smooth hydrangea series and At Last® rose, as well as Proven Winners ColorChoice brand messaging. Targeted audiences include both male and female homeowners/gardeners.
The brand’s terrestrial radio campaign is expanding, broadcasting in three new markets: Pittsburg, Raleigh-Durham and Portland. Increased radio exposure is planned for markets in Dallas, Atlanta, NYC, Philadelphia and Boston.
Between broadcast radio and Pandora, Proven Winners ColorChoice plans to hit 62/100 of the top designated market areas (DMA) in the US, plus the #1 DMA in Canada.
This news comes on the heels of the recent announcement from Proven Winners® that they had successfully doubled their consumer impression goal for 2018, delivering over 2 billion impressions through channels such as Facebook, Pinterest, Instagram, Twitter and through digital advertising.
Funding for these expansive campaigns comes from the marketing funds that are collected from the sale of Proven Winners plants and are wholly reinvested in marketing.
Brand exposure is critical in building retailers’ success. These impressions serve as reminders and motivation for consumers to look for Proven Winners plant brands when they are shopping at their local garden centers or online.