Sponsor (Apr-June 1959)

, Capsule case histories of success}, local and regional radio campaigns RADIO RESULTS SHOES SPONSOR: M;ir> Jan.' Shoes VGENCY: Direct Capsule case history: Mary Jane Shoes, a branch of the John I in in Shoe Co. of Boston, recently opened up in Winston-Salem, North Carolina. It was decided that the only advertising medium to be used would be radio. The company's choice was WAAA. Initial campaign called for 30 spots per week scheduled throughout the day. The minute announcements were to be read live by the WAAA disk jockeys. Results came very soon. Traffic in the store was extremely heavy and customers mentioned hearing the various "specials" plugged on WAAA. Shoppers came from communities such as Greensboro. High Point. Lexington and Thomasville. One week, while the radio station was pitching the store, they had a $13,000 take. The home office in Boston gave all credit for the store's extraordinary success to WAAA as they used no other advertising in the market. Disk jockeys Bob Roundtree. Oscar Alexander and Larry Williams ad-libbed which gave the spots additional impact. WAAA, Winston-Salem, N. C. Announcements MOVIE THEATER SPONSOR: Rogers Theatre AGENCY: Direct Capsule case history: The Rogers Theatre in Chattanooga, in an efforl to increase business, purchased spot radio time on WRIP. The announcements scheduled were "promos" for the movies featured at the theater, and they were delivered live b) the station. Results: The first week on the air with WRIP the movie theater did double their normal business: hv the third neck hu-inos had tripled. All attendance records were broken. In a letter to WRIP. Robert Dykes, general manager of the theater, wrote: "We at the Rogers have had trul) fabulous results since using WRIP. We believe thai the excellent stall at WRIP should gel credit for our increase in business. You have a real formula for producing results in Chattanooga. We have increased our admission price and can now afford to show pictures of a much highei budgel nature.1 He added, "Your new. exciting type radio formal certainl) can sell." New schedules are sel "ii WIMP, using it exclusively in the Chattanooga market. W RIP. ( luii u ga, Tenn. 54 Announcement! HOTEL SPONSOR: Hotel Sherwyn VGENCY: Did Capsule case history: Recently, the Sherwyn Hotel. Pitts burgh, acquired a new manager. J. J. White, and a new maitre d . J. Cassell. In an effort to boost their wedding and reception business. the\ decided to use one-minute announcements in a special two-week promotion on W W SW. The schedule: seven one-minute announcements per dav, Monday through Saturday : the\ averaged two in the da time, three in the evening, two between 3 and 6 a.m. W hit said that, frankly, being newcomers to the citv. thev were skeptical of radio's ability to pull in hotel business of this type, but they were willing to give it a try. No other station nor other media were used in the promotion. Results: Business almost doubled during that period alone. "Consequently," White told the station, "we have decided to continue the wedding spots as well as other regular announcements throughout the year on WW SW . The station reaches a young audience which spends money in the better places." WWSW, Pittsburgh Announcements AUTOMOBILE SPONSOR: VI Vbrams Motor Sales, Inc. VGENCY: Direct Capsule case history: \l Vbrams Motor Sales. Inc.. Chicago, a Pontiac dealer, wanted to attract new business from a particular segment of the citv Chicago's South side. Vbrams Pontiac had done vcrv little advertising until recently. and after studying all the stations in the Chicago area, the agenc) felt that W Ml I. could do the best job for them. The dealer signed with the station for a 13-week Sundav religious hour and before the period was up the results broke all records for Chicago car sales in one month. The advertiser has since extended his original program to an hour and a half and has added twice dailv news and sports programs. Abrams sel a record goal for car -ales for himself in P>.V> and bv the end of the first quarter he had sold 535 cars, more than twice the goal for that period. "Practical!} all of our advertising continues in radio, with threefourths of it on WRKE. ' said Vbrams. He is now planning anothei ball bom on W Ml I. for Saturdav and Sunday. \\ BEE, Chicago Pro-rams SPONSOR 27 ji m; 1959 >: