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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.

“We primarily use radio,” Werth says. “Sixty percent of new customers come from this source. We use testimonials from ‘trusted personalities’ like talk-show hosts, who endorse it after using PlumChoice themselves.” The spots run on stations in some of the top 20 cities with the highest number of computers and Internet users per square mile.

Search engines are another source of leads. Google AdWords bring in new customers at a very good cost per lead, Werth says, and PlumChoice plans to pursue more pay-per-click and pay-per-response searches. Direct mail has been less effective for bringing in new customers but has proven very useful once customers have registered.

“We use a combination of e-mail and direct mail to reach out to our registered customers,” Werth says.

“Every new registrant receives a welcoming e-mail, plus a welcoming postcard. We follow up with two or three rounds of e-mails to new respondents, and then selectively e-mail large, targeted segments two or three times a year. Some copy themes are service-specific and others are reminders. The programs generate a response of 8% to 10% among registered customers.”

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FRED MORATH is a direct mail consultant, copywriter and list specialist at Fred Morath Direct Marketing in Natick, MA.