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adio Food fc
Coordinated Si by R. W. BYEI
WHEN Super Valu Stores, Des Moines, la., took to the air, it was with the purpose of increasing week end sales. We wanted to get our message to the housewives in the city just before they did their week end shopping. Since over a fourth of the whole week's traffic in many grocery outlets enters the store between noon and closing time on Saturday, it seemed well worth the lastminute effort to get Super Valu Stores on the shopping lists of this large percentage of the week's shoppers.
Starting with a brief test campaign, Super Valu Stores now gives radio a major share of responsibility for building week end food sales. Winston Sc Newell sponsor 95 Super Valu Stores in Iowa, of which 22 are in Des Moines. Last October we decided to test radio as a stimulant for store traffic. Darts and Dashes, a 25-minute Saturday morning show over KRNT was the selling vehicle we selected for this last-minute week end shopping campaign. Our original order has had three renewals, and we also now use KSO spot announcements as a build-up for daily sales.
When an advertiser decides upon radio time, he must first decide upon the audience he wants to reach, and having determined that factor, he can then select the time and program which will best attract that specific audience. In our case, the choice was simple. We wanted to reach the housewife. More than that, we wanted to get our message to her attention just before she set out to do her week end shopping. Those two factors
made Saturday morning the aiuomatic selection.
Program selection allowed for more leeway. Basically, all programs must do one of three things, namely entertain, inform or educate. Since Saturday morning radio programs must compete with many household chores, entertainment seemed the best approach. More than that, it seemed desirable to have a program that gave us a check on listener interest, and one which could also be coordinated with our other advertising activities.
The program is for the city of Des Moines stores only, because of the telephone feature which makes it impossible to have it apply to the country. In this radio campaign, we tie-in our newspaper advertisements. This coordinated effort, we feel, is one reason the program has been successful in promoting week end sales.
The format is simple. Darts arc thrown at a wall map of the city of Des Moines. The street on which the dart lands is announced over the air, and the first woman to telephone the studio from that street receives a cash prize of two dollars. Here is how the newspaper campaign is coordinated with the radio program; before the person is eligible for the prize, she must indentify an item from our weekly newspaper ad in the Des Moines Tribune. That is, the announcer gives the potential winner the name of an item in the ad, and she must give the price as it appears. In this way.
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RADIO SHOWMANSHIP