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If you’ve ever said, “We tried billboards and nothing happened,” this conversation is for you. Mass media can feel silent and hard to measure, but when it’s done with the right frequency, consistency, and creative discipline, it builds the kind of brand homeowners trust in a stressful moment, the exact moment they need HVAC, plumbing, electrical, or another home service fast.

I’m joined by Gage Jonathan from Johnson Media Group, an agency that’s helped home service contractors grow for years by pairing smart targeting with real-world reach. We dig into what “mass media” actually means today, from radio jingles and linear TV to OTT, CTV, and streaming audio, plus out-of-home plays like billboards, bus wraps, and wallscapes. Gage breaks down why live news and live sports still matter, and how streaming placements can add a new layer of measurability by connecting exposure to households and revenue.

We also get practical about the stuff that makes campaigns win or lose: keeping the same look and feel across your website, social, and ads; avoiding the trap of cramming every service into one spot; and choosing one channel to own before you try to do everything. You’ll hear what’s working right now, including local weather sponsorships, and why mass media can boost more than leads, it can raise team pride and even support recruiting.

If this helps you rethink your contractor marketing strategy, subscribe, share it with a friend in the trades, and leave a review so more owners can find the show.

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From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com

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