Wanted: Fresh Names

Investing successfully in radio ads is not simple, cautions Devine. “Just advertising on the radio in our local area didn’t amount to a hill of beans for us,” he explains. Lighthouse Depot researched markets and picked WBZ because of its all-talk format and wide audience.

As the store and catalog headquarters are located on the southern tier of Maine, says Devine, one of the objectives was to reach consumers who vacation in Bar Harbor and other spots nearby. The route to these destinations takes consumers right past the Lighthouse Depot store, and generates retail traffic plus catalog prospects.