DIRECT RESPONSE radio spots and search have helped computer repair firm PlumChoice build a base of 30,000 small- and home-office customers.
Ted Werth founded the Bedford, MA company in 2001 after spending many years in corporate management at Chipcom, 3Com and Lucent, and two Internet start-ups.
Beginning with simple postcard mailings and a Web site, he built a unique company that services computers in homes and small offices nationwide.
To the uninitiated, a PlumChoice service call can seem almost miraculous. The complete job is done without the cost of an on-site visit or the difficulty of delivering a computer to a repair shop. PlumChoice technicians can actually see into the customer’s PC, and can tell whether the connection is dial-up or broadband. The technician and customer both operate the computer as they talk.
Services provided include removal of spyware, fixing virus problems, e-mail repair, security for home networks, and even fixing printers. Making slow computers run better is the ultimate objective for many users.
PlumChoice (www.plumchoice.com) bills either by monthly subscription to the service, or for individual service calls. New customers have been acquired through editorial coverage in USA Today, PC World and other media, but radio has become one of the most effective sources.
Network
