Sponsor (Oct-Dec 1962)

and sincerity. This approach will indelibly stamp the image of a company's 'friendship' much deeper than that of any competitor." "Personalities network." To implement this concept Blair proposes that an insurance company embark on a "radio spectacular" plan, embracing a "network of local live personalities." As a start, such a network would embrace the 25 top radio markets. Blair, working with the Life Insurance Institute, estimates that 60% of the life insurance potential of the U. S. is located within the operating area of recommended sta himself, the next 30 seconds to the insurance sell, and the final five seconds to the wrapup of the commercial by the salesman. Says Blair, commenting on a sample commercial prepared for a presentation, "such commercials are hard sell, in that they feature not only the 'quality-trust protection' story, but go one step further in highlighting with all the power of sound, the vital last link in the insurance sale — the salesman. "The honor of having their voice represent the company should carry a great deal of prestige among salesmen. However from a dollar Life insurance data by John Blair This article "Insurance: why radio can help" is No. 2 in SPONSOR'S new major series dealing with the specific problems of specific industries and how they can be solved by creative spot radio marketing and advertising. Data for each article is suppliad by a major radio represenative firm. Background mate, ial for this articb was researched by Jchn El3ir; for the previous arti:h on ai lines (10 Sept.) by CBS RaiiD Spot Sahs; for the upcorring stcry on ajtos, by Katz. tions in these markets. Later the plan would be extended to 25-50 additional markets. In each of the participating markets four individual insurance salesmen per month would be selected (through intra company sales competition) to take part in life insurance radio commercials. Each salesman would be featured for a full week in his own market. Commercial structure. Under Blair's "radio spectacular" plan, each of the company's one minute commercials would be in three parts — the first 25 seconds devoted to having the salesman introduce and-cents viewpoint, these salesmen would have an excellent vantage point from which to sell more insurance. They receive valuable personal publicity, and in their personal selling can proudly refer to themselves as 'the voice of the company.' Result: more sales." Under the Blair proposal, each station would work closely with local insurance executives in cutting the commercials, and in the selection of the men. Schedule plan. Blair's recommendation to an insurance company sponsoring the "radio spectacular" program, calls for 36 one minute announcements per week, scheduled Monday through Saturday between 6 a.m. and 12 noon. On each of these six days, one commercial would be delivered in each of the six hourly time periods, 6-7 a.m., 7-8 a.m., etc. The Blair schedule recommendation is based on an analysis of the insurance market, and a recognition of the need to reach both men and women. Though men buy the bulk of life insurance policies, insurance holdings by women have increased by more than 100% in the past 10 years. This is due to a growing awareness of the economic values of insurance among wives and mothers, and to the growing number of women in the work force. Blair proposes "family selling" for life insurance, both to interest women buyers, and to reach an important "key" in insurance selling. Says Arthur McCoy, exec, v.p., "Too many times, sales are lost to young couples because the husband was sold but the wife wasn't. The woman's acceptance is a big factor in insurance selling." Impressions and repetition. Blair estimates that its radio spectacular proposal would deliver approximately 35.0 unduplicated reach in each of their top markets, and a total of 40 million gross home impressions. "Imagine," says the rep firm, what the impact of 40 million new insurance calls per week can do for a company's sales picture!" Moreover, Blair emphasizes to insurance prospects the value of frequency repetition, particularly in life insurance selling. Quoting from Advertising Psychology and Research by Lucas and Britt, they cite, "The surest way for an advertiser to maintain a competitive advantage is to repeat his messages so frequently that they are always fresh in the minds of consumers. Repetition of advertising has advantages in memory other than through the increased chance of frequency. Repetition reinforces and strengthens the impression made on the audience. Each time an impression is re-estab 42 SPONSOR/ 1 October 1962