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Good Work: TEGNA Cuts Through the Clutter for
1-800-GOT-JUNK with Mayblack Media Consulting
With a pivot from radio to TV, 1-800-GOT-JUNK was able to expand its footprint and help more homes than ever clean out their houses, especially during the early days of the pandemic. Watch as Kirk Black of Mayblack Media Consulting explains how his client uses TEGNA stations across the country to generate leads and deliver incredibly positive results.
The pandemic was a scary time for everyone, but it also presented opportunities for certain businesses to grow and thrive amid the challenges.
1-800-Got-JUNK? learned quickly that with more people continuing to stay at home, there was a growing demand for junk removal services. Knowing their target audience was not in the car listening to radio ads (their previous preferred marketing channel), they turned to Mayblack Media Consulting and the power of TEGNA to reach an audience that was suddenly staying home – and ready to get rid of their clutter.
“As we grew and added additional franchise partners across the United States, we would seek out TEGNA stations because they’re generally always first or second in their markets, and they’re very, very good and strong performers,” said Kirk Black of Mayblack Media Consulting.
“There were people at home consuming video media, and we had the message in the right place. We’re buying the right programs, and using TEGNA as a great partner, we were driving leads and growing their business,” said Black.
The pivot from radio to TV delivered truly amazing results, evidenced by reporting with TEGNA Attribution. With this measurement solution, 1-800-GOT-JUNK? can optimize its campaigns across the country to prove the value of TV/streaming schedules and maximize the efficiency of paid media.
TEGNA Attribution also helps to ensure 1-800-GOT-JUNK?’s messages are broadcast to the right demographic and the right target at the right time.
“Our responsibility is to drive qualified leads to these franchise owners, and we have to do that from Hawaii to Philadelphia and every place in between. But markets are different, and people are different. Our challenge is to get the same results in every market,” says Black.
“Working with TEGNA allows us to adjust and change instantly to optimize campaigns for our clients. It’s imperative that we have a partner that helps us reach the right people, but also that those campaigns deliver results over a day and a week, every day and every week of the year.”
Overall, Black notes that using the power of local morning news – which they know is a high-performer based on the reporting and use of data – is responsible for a good portion of business for 1-800-GOT-JUNK.
“We live in an ‘I want it now’ world, and by airing spots in the morning, the franchise can have someone to their house in two hours – and using broadcast TV is critical as a part of that strategy.”
But that’s not the only impact being made to improve lives.
As 1-800-GOT-JUNK?’s business and brand awareness expanded and grew in the past two years in working with Mayblack and TEGNA, so has its ability to give back and positively impact local communities. TEGNA’s purpose is to serve the greater good of its local communities, so the civic engagement value alignment here is also of key importance.
“1-800-GOT-JUNK? will divert about 60% of what they get from the landfill through either recycling programs or donation programs,” says Black. “The power of video and broadcast helps them get there.”
Contact TEGNA Today
Are you looking to build your home improvement or home services brand? Let’s get in touch to see how Team TEGNA can help with your unique business and brand-building needs.
