Sponsor (Oct-Dec 1962)

INSURANCE (Continued from page 43) per station) be given a sales pitch by a local insurance representative lor a $10,000 five year term lile insiiiance policy. (The cost of insuring 175 personalities in the top 25 markets is estimated at $15,000.) Advantages to the life insurance company, says Blair, are these: 1. The personality will completely understand the company's story, service features, and background. His enthusiasm will be reflected in the greater conviction he can give the on-the-air lead-ins and lead-outs to the commercial. 2. The personality, in introducing the insurance salesman, can now give personal endorsement to the listening public — "I myself am insured by his company." 3. The insurance salesman, in Hm. iking his on-the-air pitch, can refer to the fact that all the accepted personalities on the station ha\e the insurance protection he is selling. Special "motivation" aid. In addition to the insuring of personalities device, Blair also recommends another creative spot radio technique— the "motivation" story Under the Blair "radio spectacular" plan, each of the station personalities will cut a record outlining a single motivating story about life insurance — what happened to a family in a particular situation I which did not have insurance protection when tragedy struck. Blair recommends that the records of these "motivation stories" J be cut at each local station with the i insurance company providing the |!copy material and the local district office bearing the cost. The in1 surance salesman would take with him on at-home calls, the record j which best fitted the particular |. prospect he was trying to sell. Such a technique, of course, e brings spot radio's sales power in tt the point of sale — to the pros ►ect's own living room. Summary of recommendations. Radio story for insurance adverts isers can be learned from the folje owing Blair summary of one typi j al insurance pitch. nV 1. Perfect meshing of potential. jITie radio potential delivered b\ the plan meshes perfectly the insurance potential your company is trying to rea< h. 2. Family scheduling. Announcements are scheduled to reach the highest proportion of men without neglecting the ability to be able to convince their wives of the importance of life insurance. 3. 40.0 Reach. Your company will achieve a truly spectacular rating in each operating market. 4. 40 million calls weekly. Each call is made by one of your own salesmen. 5. Value in repetition. Frequent delivery of your company's sales message guards against memory loss, and is particularly important in dealing with the "time lag" in insurance selling. 6. Giant image. Such a schedule is bound to create an image of your company as the biggest name in life insurance. 7. Degree of difference. By using actual voices of your own salesmen on the air to create a feeling of warmth, sincerity and friendliness, you will score a coup over all competition. H. Ease of access. The introduction oi salesmen on the ah will enable youi men to jump that most important sales obstacle— getting ovei the threshold and into the home. When youi man calls, his image <>l friendship and sincerit) has preceded him. 9. Sales enthusiasm. The spol "radio spectacular" plan is bound to generate enthusiasm and healthy rivalry among the men in your district offices, as they compete for the position of on-the-air spokesmen. 10. Personality insurance. The device of insuring station personalities will provide great sales ammunition for your company's salesmen, and add stature to your commercials. 11. In-home sales aid. Records of "motivation stories," cut by local radio personalities, will add power to the in-home selling of your own men. 12. A franchise buy. In adopting the "radio spectacular" plan you will be creating a franchise buy for your company that no other competitor can approach. ^ Responsible-Mature-Resultful Radio in Dayton, Ohio 980 KC 5000 WATTS DAY & NIGHT Mature Programming Mature News Mature Promotion AFFILIATED STATIONS WPDQ, JACKSONVILLE, FLORIDA & WHBC, CANTON, OHIO GENE CARR, PRESIDENT NATIONAL REPRESENTATIVE: VENARD, TORBET & McCONNELL, INCORPORATED ,r7 'ONE INCORPORATED 1? P0NS0R/1 October 1962 57