Shane Wickham wasn’t looking to do radio ads. He turned up at our MediaWorks Hamilton office to do a pest control job, and two years later he has an amazing story to share: SWAT Pest Control has grown 20% year-on-year for two straight years after committing to radio with MediaWorks.
We view our advertising spend with MediaWorks as an investment, not a cost. I recommend doing it properly - you can’t put your toe in the pool like a granddad, and call it a swim.
Shane Wickham, Owner, SWAT Pest Control
The Opportunity
No one needs pest control until they really, really do. When that moment comes, customers choose whoever is top of mind.
Before 2023, SWAT ran on word-of-mouth. When we first asked Shane what he wanted to spend, his answer was the same as many small kiwi businesses: no idea.
Working with hard-earned family money, every dollar has to count. Shane needed to claim his market and defend it against new competitors before they arrived.
Why SWAT chose radio
Shane wasn’t planning on radio ads. He came to our office for a job and ended up asking how to get on air. Stewart and Kristen from our Hamilton office visited him to listen, ask questions, and understand his business goals.
MediaWorks helps us get it right all the time, only without all the high-pressure sales tactics I hate. They’re always thinking about us, and how we can maximise our advertising value. We get a lot of great, honest advice.
Shane Wickham, Owner, SWAT Pest Control
Shane committed in November 2023, at a time when plenty of businesses were pulling back. He told his wife it was a gut call, but the research backs him. Across 1,262 campaigns, Professor Mark Ritson’s audio research found campaigns that include audio delivered results 22% stronger, including on customer acquisition. They also generated 81% higher trust. When someone’s letting you into their home or business, trust matters.
The campaign expanded from three stations to five plus digital audio on rova. Regular check-ins keep the strategy aligned with business needs:
Smoothing out the rush period: Leads arrived too thick and fast in peak season, then went quiet. Kristen spread placements so the phones rang steadily.
Ramping up in the winter: Pest control needs don’t vanish in the colder months but the volume did. SWAT now increases presence in the quiet season to grab as much of the remaining market as possible.
Taking advantage of MediaWorks deals: Whenever a package came up that suited SWAT, Kirsten let Shane know and optimised his deal, bringing the overall cost per ad down and making his dollars work harder for him.
So… Those results
20% growth in year one, and another 20% in year two. SWAT aims to maintain this momentum in their five-year plan.
Behind those amazing results sit hundreds of new business leads, and a brand people now recognise around Hamilton.
People know us around here now - they say, “We’ve heard your ad!”
Shane Wickham, Owner, SWAT Pest Control
SWAT’s customers are sticky. Once they’re in, they come back year after year and we treat this as an honor. Radio doesn’t just win the first job, it secures long-term client value.
If you want to see business growth like SWAT Pest Control, contact us today. Just like Shane, you might not be looking for radio ads, but we know you’ll catch the radio bug, too.
What other businesses can learn
Treat it as an investment, not a cost. SWAT committed to an annual campaign and judged it over the year, not month by month. Not every month delivers a spike but over twelve months, the relationship and the work both pay off.
Get in before your competition does. Being front of mind when the need hits is how you claim your patch - and keep it.
Use radio to shape demand. Spreading placements strategically smooths out the rush and lifts business in the quiet season.
Count the lifetime customer value. A customer who returns every year is worth far more than just the first job. Measure acquisition not only by cost per acquisition, but by lifetime customer value.
Pick a partner, not a supplier. Someone who not only answers your calls, but acts like an owner. Shane really values the absence of high-pressure sales tactics. We offer regular catch-ups, honest advice, and a team that respects your time and money. That’s how it should work.
For business growth like SWAT Pest Control, contact us today.