Cramer-Krasselt, Phoenix, is playing up the sound of new home buying for its housing construction client, Beazer Homes, Atlanta, with a weekly six-hour program titled “Beazer Home Show.”
The campaign is part of the agency's effort to help the company directly target buyers in one of the nation's key housing construction markets. The show airs on Saturdays from 10 a.m. to 4 p.m. over the Phoenix radio station KOPA-AM 1440.
“Nothing like this has ever been developed in our markets,” said Brian Landauer, general manager at the advertising and marketing communications firm. “Companies have been buying hour-long blocks on cable television for a long time, but this is something new for radio.”
Landauer said the show was a great example of how the company “thinks outside the box.”
The company emphasized that the broadcast product is an extension of Cramer-Krasselt's integrated marketing strategy for Beazer's Arizona division.
