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promoting sales for the meat products of the HiNRY LoHRKv Company, hut to promote good will among dealers and build a solid foundation of public acceptance. The result of the meeting between Mr. Duffy and Mr. Yeager was a decision to go on the air with a longrange program of radio advertising.
The cjuestion was, "What type of progiam should be used?" After consultation with the advertising agency handling the Henry Lohre^ account, Walker & Downing, the Texas Rangers transcription library was chosen as the entertainment vehicle for the air appeal. This decision was based on the belief that a large majority of Americans enjoy listen
Close harmony for listener and sponsor.
ing to real Western music. The program was not intended to provide a steady diet of hillbilly tunes, but instead, the heart-warming roundelays of the cowboy country; the songs that retain their following year after year. Such times as Tumbling Tiunbleweed, Home on the Range, The Lonesome Cowboy and Red River Valley were to be the major bill of fare, lightened by rhythmic novelties and instrumental specialties.
Commercial copy for the series w^as carefully prepared to acquaint the public with the famous Silver Star products of the Henry Lohrey Company, and to provide the public with informa
tion on wartime meat conditions as they arose. As a further service the names of LoHRE^' dealers were listed at the end of each program, two or three a day, with an invitation to the listeners to write for the name of his or her local Lohrey dealer.
This radio formula achieved a number of productive ends which proved that the campaign was wisely planned. Good will among dealers was promoted six days every week by this method. A letter was sent to each dealer thanking him for his co-operation during trying times, and pledging the inmost co-operation from the Henry Lohrey Company during the period of restrictions. W^ith each letter w^nt a card which the dealer was asked to sign, granting permission to the Henry Lohrey Company to use the dealer's name on the Henry Lohrey radio program, Texas Rangers.
Mr. Yeager, president of the company, who formulated this dealer campaign, was gratified with the promotional results which were obtained. The dealer was pleased by the chance to grant permission for the use of his name, and invariably he would tune-in to hear the name of his store mentioned over a popular morning radio program such as Lohrey's Texas Rangers. The announcer of the show would lend a personal treatment to each mention so that the dealer felt he was being singled out when the mention was actually made.
This type of dealer-company relationship gave the salesmen a friendlier entree to the local markets, built a closer tie-in with Lohrey's Silver Star brands, and is today continuing to be a constant builder of good will six days in every week. In fact, dealers now make the requests to the Henry Lohrey Company to be placed on the waiting list for mention.
It may seem like a strange combination to have cowboy minstrels from the plains of Texas, selling Indiana cornfed porkers and their products under the Henry Lohrey Silver Star label, to housewives who live in the Steel City of Pittsburgh, Pennsylvania. But the formula is working. And that's what counts.
DECEMBER, 1946
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