A strong connection with his local radio station has been important to Phil Biddle from day one: KYCC conducted a live remote for the grand opening of Vine & Branches Christian Book Store in Lodi, Calif., and has been a regular visitor and solid partner ever since.

"They consider us family," said Biddle of the 24-hour station, which includes local hosts, contemporary Christian music, syndicated features from ministries like Focus on the Family and some local programming.

The radio link is one of two main areas of advertising that Biddle has zeroed in on after 15 years of Christian retailing. After "trying everything" available, he has focused on broadcast and direct mail to build business at his 4,600-square-foot store in the San Joaquin Valley.

Catalogs and other mailings to customers account for the largest part of his marketing budget, but radio is important. The exposure has helped establish his store as part of the local Christian community, and also connects him to Christians who may be new to the area or not part of a local congregation. "It will bring them in," he said. "They will come in looking for a church."

Read more in the "Store Strategies" profile in the June 9 issue of Christian Retailing magazine.

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