Creadio hits the right notesWritten by Staff Reports | | firstname.lastname@example.org
Toledo business owners have discovered a new way to promote their brands.
Creadio offers a custom Internet streaming service, giving businesses a custom radio and television station to promote their brand in-store. The radio service comes complete with disc jockeys spinning music, custom jingles and commercials promoting the business. The television station offers consumers content such as sports, weather and news, tailored to the business.
“When we build a new station, we build a station customized for the business,” Creadio creator Will Lucas said. “Everything from the bottom up is individually customized for the customer. What we do is empower brands by replacing traditional background music (like Muzak) with real radio stations.”
The 30-year-old Lucas began a career in radio at the end of his high school career in 1998.
“I never got into radio to do radio. I was always an entrepreneur at heart,” Lucas said.
While shopping in a department store in 2003, Lucas heard a local radio station being broadcast when a competitor’s advertisement came on. Lucas said he realized the absurdity of the situation and put his entrepreneurial spirit to work.
He spent a year trying to figure out what technology would best deliver his service. He first turned to customized 90-minute CDs and tested his product in a friend’s business. When the CDs failed to meet his vision, he turned to Internet streaming.
According to Lucas, all of the stations are supplemented with voice tracks — prescheduled inserts of a DJ talking. Live DJs are is available to subscribers at any point. Business owners are encouraged to call into the station with a song request or a birthday wish for an in-store customer. The on-air work is subcontracted to professional DJs — contacts Lucas made during his days working in radio. There is always a DJ on-site who can speak live on air at any time.
“We want the customer environment to be custom tailored by the consumer,” Lucas said.
In September 2009, Lucas, attended a National Black McDonald’s Operators Association (NBMOA) conference. He turned his locally grown idea into a national business, with contracts in Los Angeles, West Virginia, Florida, North Carolina, Maryland and Kentucky, among others. Creadio can be heard in Toledo in The Andersons and McDonald’s.
“[Creadio] allows us to continuously do our own advertising as well as provide a good quality music offering to customers shopping in the store,” Dan Anderson, president of the retail group of The Andersons, said. “Our customer reaction to [Creadio] has been pretty darn favorable.”
Jon Harris owns eight McDonald’s restaurants throughout the Toledo area and is a subscriber to Creadio. He credits Creadio with the rise in dessert sales because of the in-store advertisements delivered via the radio and TV.
“The nicest thing about Creadio is you have the music and you have the TV. You never hear a competitor’s message on there. All you hear is [your business] advertised,” Harris said.
The Creadio radio service ranges from $28-$85 permonth and the television service ranges from $65-$95 per month. Call (419) 830-0710 or email email@example.com to subscribe to Creadio.
By Jeff Berry