Word-of-mouth referrals often serve as a plumber’s best, and least expensive, form of marketing. But at Zeitler Plumbing in Cecil, Wisconsin, third-generation owner Ed Zeitler says radio advertising has also played a key role in helping his family business thrive.Zeitler’s father, John Zeitler, started running radio ads in the 1970s. The centerpiece of the short ads is a catchy company slogan his father created himself: A flush is better than a full house. And that slogan raised the company’s profile even further in 2007, when an advertising salesman from a radio station suggested that Zeitler’s children get involved. Zeitler thought
