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Ed Attanasio

Ed Attanasio is an automotive journalist based in San Francisco. Ed enjoys sports of all kinds and is a part time stand-up comedian.

 

He can be reached at era39@aol.com.

Thursday, 07 May 2020 19:30

Body Shop Owner Triples Advertising Budget During Pandemic

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In addition to an aggressive radio ad campaign, Bob Juniper owns the lion’s share of every billboard location available in town. In addition to an aggressive radio ad campaign, Bob Juniper owns the lion’s share of every billboard location available in town.

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"We have used literally a hundred different messages over the years and we’ve become well-known from our billboards. People come up to me all the time and mention our most recent billboard.”

 

In addition to being a master marketeer, Juniper is also an inventor. In 2012, he created the Pink Button accident-help app with Leo Daugherty III, the owner of Rampart Hosting, Inc. Currently, he has 1,500 people using it and it brings him four to five cars every week.

 

The formula Juniper uses to determine how much money he should spend on marketing and advertising during non-pandemic times is fairly simple, he said.

 

“I have figured out over the years how much I save by not giving the insurance companies discounts through DRPs, and I use those funds on marketing. In addition, I retain full control on each repair and run a steady three-week backlog all the time, so who needs DRPs?”

 

Radio advertising has also been extremely effective for Juniper and Three-C Body Shop, he said.

 

“Thirty years ago, we did our first radio campaign and since then, we’ve produced more than 400 radio spots. We realized that television advertising doesn’t work well anymore for us because people now tape their shows and skip the commercials.”

 

Juniper isn’t afraid to use his image in many of his billboard ads, and he also does all the voiceovers for his radio spots. They also have a catchy jingle that is well-known, he said.

 

“In fact, customers sing it to me all the time.”

 

Back when she was 8 years old, Juniper’s daughter, Jade, got her 15 minutes of fame as a local radio spokesperson.

 

“We put her on the air and she was fantastic,” he said. “Listeners like the fact that we are a family business and these commercials reinforce it. Jade picked up all of the lingo quickly and now she is 19 and she still does an ad for us whenever she can. She is now in her third year of college and looking at a major in business.”


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