While many advertisers realize radioâs strength lies in its unique relationship to the consumer, few have capitalized on that relationship as fully as Metabolife 356 weight-loss dietary supplements and the San-Diego-based companyâs ad agency, California Creative Enterprises. Metabolifeâs strategy has been to rely on radio station on-air personalities because thatâs who radio listeners know and trust.

"We knew that if the disc jockeys tried the product, it would work for them," explains Stephen Horn, president of California Creative. "It was imperative that the on-air personalities were behind the product 100% before they ever hit the air." The radio personalities deliver 60-second testimonial commercials during their programs, and the agency works with each station to maximize results on an ongoing basis. Initially, commercials were direct response-oriented with an 800-number as the primary point of contact. As Metabolife grew, independent distributors opened retail outlets all over the country.

Begun as a small, obscure company up against other weight-loss products,Metabolife -- with the help of radio -- increased sales by 3,000% in just four years. Kevin Fulton, CCE national program director, works "closely with the on-air staffs because we watch what sales are doing in which markets,particularly via 800-number and Internet response. Retail outlets also do surveys of customers to find out where they hear the Metabolife message. The close relationships with air talent allow us to tweak the testimonial until we get the best response."

In New York, Metabolife increased its radio expenditures by 12.2% in the first 10 months according to the New York Radio Market X-Ray. The company, which advertises on seven area stations, is the fourth largest radio spender in the Drug Stores/Products category.