Patience is a virtue, but it also brings dividends in advertising. Just ask the Ark Assurance Agency in Tyler, Texas. After 2 years of radio and TV ads at the same time every day on the same stations, the insurance agency says its steady growth stems from local advertising. According to Insurance Journal, the agency was seeing an influx of people move into the area, but those new residents were not aware of the company’s existence and were not becoming customers. Having never tried advertising avenues outside of the telephone book, Art Assurance decided to give it a whirl. The TV ad spots cost less than they expected. After carefully choosing available and affordable time slots and developing commercials to appeal to their target audience, they started running local television advertising. With some success there, they turned to local radio advertising for added marketing exposure. It worked.

Like many advertising  methods, some patience was required. Two years later, the Ark Assurance radio ads have caught on and have spurred additional business. Brand recognition takes time to build with potential customers. Targeting a local radio and television audience for your local brand can work, but you must know who your potential customers are and where to find them. Combining several types of advertising for a multi-faceted campaign gives it an extra boost.