Radio Show Boosted Plumber’s Brand in Early Days

Getting the attention of potential customers is one of the most difficult tasks for a startup business. One plumber found an effective method in answering people’s questions on the radio.

Radio Show Boosted Plumber’s Brand in Early Days

David Sierra

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When David Sierra first established El Plomero Latino (The Latin Plumber) in Orlando, Florida, in 2011, he needed a cost-effective way to promote his company and build brand recognition. The unconventional solution fit perfectly with his vision of building a plumbing company unlike most others: A radio show in which he answered plumbing-related questions posed by listeners.

For a fee of $150 for an hour-long session once a week, broadcast on a local Spanish-language radio station, Sierra traded in monkey wrenches and drain cleaning machines for a microphone and headphones. The show aired from 4 to 5 p.m. every Tuesday. He had no prior experience with radio but was willing to learn, he says.

“At first, I was a sack of nerves knowing thousands of people were listening,” Sierra says. “But after about six months, it didn’t bother me anymore. When I put my mind to something, I’m able to get it done.

“I ended up doing it for about 2 1/2 years, and it got me very well known in central Florida. It was a great tool for getting my name out there when I was first starting out. It allowed me to reach thousands of people in one hour, and you just can’t beat that.” 

Sierra came up with the Q&A talk-show format and asked radio station officials if they’d be interested.

“They said, ‘You’re going to talk about plumbing for an hour on the radio? OK, go ahead,’” Sierra recalls.

After three weeks, the station was inundated with phone calls from listeners posing all sorts of plumbing questions. Eventually, Sierra stopped doing the show. But it was because the show had properly done its job — Sierra no longer had time due to the company’s rapid growth.

Sierra says that radio experience also helped immensely when it came time to turn to social media and do videos on Facebook and YouTube to help market the company.

“I’m no longer afraid of the camera or the microphone,” he says.

Read more about Sierra and El Plomero Latino in the May 2020 issue of Plumber magazine.

 



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