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Charles E. Brown, account executive.
Dealers and branches are free to initiate whatever advertising they wish in behalf of Honielite, and are allowed l)y the parent company up lo one percent of their sales in cooperative advertising money.
There were several indications, according to Mr. Halperin, of the success of the radio campaign. For example, as soon as it got into full
John S. Spafford, account executive.
swing, dealers started to re-order Zips at an unusually rapid rate.
Also, in a contest among salesmen in district offices to see who could sell the most Zips, 22 out of 25 districts went over their quota with some districts not reporting as yet. Between 85 and 90 percent of these sales were made to dealers, states Mr. Halperin, and the average sales per
centage is now at 11 1 percent of the quota.
According to .Sutherland-Abbott's Mr. Spafford, one of the Ijiggest factors in the campaign's success was the merchandising and promotional support given by the stations to Homelite.
"1 lie stations went all out for us, A\ iih at least half of them sponsoring contests for us in addition to our spots," he says. "The farm directors were also very cooperative, appearing for us at fairs and discussing Zips Avith many individual farmers in their areas."
The contests varied as to type, but the prizes were always free Zips given by Homelite.
One of the most popular versions was tlie "Why I'd like to own a Homelite Zip saw" contest, with entry blanks available at the local dealer. A typical spot — this one run by WDBJ Roanoke, Va. — went like this:
Men— if you could use a chain Zip saw that does a day's work in minutes, you'll be interested in the WDBJ radio Homelite Saw contest, the prize a chain Zip saw worth $169.95. Just look in the yellow pages of your phone
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Homelite's Radio Campaign
Portland, Me.
WCSH
Lewlston, Me.
WLAM
Bangor, Me.
WLBZ
Burlington, Vt.
WCAX
Boston
WBZ-WBZA
Hartford, Conn.
WTIC
BInghamton, N. Y.
WNBF
Schenectady, N. Y.
WGY
Syracuse, N. Y.
WSYR
Harrlsburg, Pa.
WHP
Philadelphia
WCAU
Richmond, Va.
WRVA
Roanoke, Va.
WDBJ
Savannah, Ga.
WSAV
Jacksonville, Fla.
WMBR
Orlando, Fla,
WDBO
Live Oak, Fla.
WNER
Detroit
WJR
Escanaba, Mich.
WDBC
Paul Bunyon Network
(Michigan )
Traverse City
WTCM
Petoskey
WMBN
Cadillac
WAAT
Alpena
WATZ
Gaylord
WATC
Louisville, Ky.
WKLO
Cincinnati
WLW
Chicago
WLS
Madison, Wise.
WKOW
Peoria, III.
WMBD
Green Bay, Wise.
WBAY
Minneapolis
WCCO
Duluth, Minn.
WEBC
Kansas City, Mo.
KMBC-KFRM
Tulsa, Okla.
KVOO
Ft. Worth
WBAP
Houston
KPRC
Seattle
KING
Spokane, Wash.
KNEW
Portland, Ore.
KEX
La Grande, Ore.
KLBM
Klamath Falls, Ore.
KFJI
Bend, Ore.
KBND
Sacramento, Calif.
KFBK
Fresno, Calif.
KFRE
Wheeling, W. Va.
WWVA
Charleston, W. Va.
WCHS
Buffalo, N. Y.
WBEN
Raleigh, N. C.
WPTF
Charlotte, N. C.
WBT
Knoxvllle, Tenn.
WNOX
Memphis, Tenn.
WMC
Nashville, Tenn.
WSM
Little Rock, Ark.
KARK
New Orleans
WWL
Shreveport, La.
KWKH
St. Louis
KSTL
Jefferson City, Mo.
KLIK
Hannibal, Mo.
KHMO
Decatur, III.
WDZ
Omaha
KFAB
Des Moines
WHO
Montgomery, Ala.
WBAM
Atlanta
WSB
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38
U. S. RADIO • January 1959