Radio showmanship (Sept 1940-May 1941)

Record Details:

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grocers' opinion of the show. Now, most grocers have seen premiums, prizes, two for one cent sales, and other forms of promotions, and are inclined to be apathetic. On these questionnaires we asked such questions as: Do you think it (the program) will sell more Bluhill Products for you? Do you feel it will increase sale for you in other products, not ours? Do you think it will "switch" customers from other brands to Bluhill? Do you like the program? Why? The grocers were almost unanimous, and frank in their answers. Most of them believed the program would sell more Bluhill and increase their sales on other items. Their answers indicated sufficient support to warrant going on with the program. Further proof of their enthusiastic support was indicated by the fact that a great many of the dealers cooperated by building special displays of Bluhill Products; some devoted complete windows to the program. Even in a group of stores where the corn One of the many factors that played a part in the success of Martin Bros.' For Women Only program was the intense promotional activity constantly carried on behind the program. Every Bluhill truck, for example, carried this announcement on its hood. The power of the Bluhill show was proved from its very start by the mail that poured in from all sides. Listeners were asked to call at their grocers, secure a Bluhill postal card, fill it out, apply their own stamp and mail to the company. Fifty thousand responded. pany controlled brands are "pushed," the executives thought well enough of the program to cooperate to the fullest extent. They called on us for banners and other sales aids in order to tie-in with the program. A concession, incidentally, not previously given any other "outside" brand! The program was comparatively inexpen(Please turn to page 78) 50 RADIO SHOWMANSHIP