“None of the advertising we’ve done has worked!” This was the lament of Lisa and Denise of The Dinner A’Fare to their WMMO Account Manager. The two franchise owners knew they had the best business of its type in the area (prepare your own meals in advance) but they were at a loss as to how to communicate their business’ attributes to their target customers: busy, working Moms & Dads.

A Marketing Strategy Model session to determine the real needs of The Dinner A’Fare’s core customers was the first step in building a campaign that would really motivate them to come into the store. Once the WMMO team understood that convincing busy Moms & Dads that The Dinner A’Fare would actually save their family money and be more nutritious by eliminating last minute trips to the drive through, they conducted a Creative Problem Solving session to generate ideas.

WMMO developed a Dinner A’Fare custom channel on wmmo.com for listeners to learn how The Dinner A’Fare works, explore the menus online and register to win a free Dinner A’Fare demo. On-air spots promoting the free demos drive listeners to the website to explore the custom channel and register for the free demo pack.

The Dinner A’Fare has been growing their business in 2009, even in a difficult economy. They are successfully showing their target that they can really help them solve some of their most pressing meal challenges: Save money, save time, feed the family a nutritious meal and bring everyone to the table together.