U. S. Radio (Jan-Dec 1959)

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HOMETOWN U.S.A. nouncements all clay, every day over WXYZ, plus three remotes each day, including Sundays, have been broadcast by station personalities from any one of the six Victor paint centers. The remotes originate from within the center or from one of WXYZ's mobile units parked oiuside, and rotate to cover each location in succession. Time scheduled over WJLB is aimed at the large Polish j)opulation smrounding one of Victor's biggest new outlets. Station personality Eugene Konstantynowicx figures prominently in this portion of Victor's advertising. Within foiu' months after the first opening, when Vic tor Paint appeared to he ajjproaching the sale of its millionth retail gallon of paint, the company and its agency, Stone & Simons, set about informing Detroilers via spot anncnuu ements and remotes on WXYZ that the customer who bought that millionth gallon would win a host of prizes. Came the day. With a six-line telephone hocjk-u]) by which sales were reported "practically as they occmed at all six centers," Victor spotted the winning piachase al^out to take place at the firm's 7 MileGrand River center. WXYZ's gaily decorated helicopter then flew from the main center to pick up the winners and delivered them to the store where prizes and visiting dignitaries awaited them. A "radioihon" wDuiid up Victor sales ])i()m()tion activities for 1958 on thanksgiving weekend with a continuous remote broadcast from the main store from Friday morning to Sunday afternocm. "Victor Paint's record of selling paint via airwaves is spectacular evidence of the effectiveness of radio lor sue h a product Avhen used in conjuiKtion with sound promotional tcchnicjues," says the Stone &: Simons agency. "Persons connected with some of the largest and most active paint chains in the country had forewarned Harold Victor that radio was not the medimii lor selling paint. But he proved them wrong." The agency adds poiiuedly that "all through this period of lush sales and niushrooming growth" for Victor, Detroit was "in the doldrums" economically. Having sold enough paint in fixe months to cover both sides of a fourfoot fence that would encircle the earth, Victor Paint Co. says it has no iiuention of stopping its "airbrush" techniques now. Carrying on the radio promotion, Harold Victor expects within the next year to have 12 or 13 paint and wallpaper centers in operation. In Los Angeles, the National PaiiU & Varnish Co. is experiencing a similar groxvth in sales and outlets while inxesting 45 percent of its almost S 100, ()()() advertising budget in radio, using spot annoimcements over five stations covering the widely dispersed Los Angeles County area. Having established a new selling concept for its product — namely, that paint can and should sell ycar-around in the Southern California market — and having promoted this concept to the extent of a nine percent sales increase and 18 new dealerships in the past two years, the company and its agency. Tikis & Cantz, find they've aflfected the advertising habits of other area ])aint companies. Radio (including stations KMPC, KlilG, KLXA, KLAC and KFWB) is being used both to "apply the first coat" in National's special promotions, and to carry on the yearaiound job of identifying for customers "the only paint specifically made to take the normal abuse of the average home." In 1956, when Tilds & Cantz was named by National to handle its account, the agency launched a special fall promotion, the pattern of which has been followed each year since. In 1957, for example, the campaign opened with a "pre-season" concentration on dealer support followed by a satuiation of one-minute spot announcements from September 16 to November 10 over KAIPC and KBIG. A "Name the Color" contest with a wide range of prizes for dealers as well as contestants drew a total of 10,000 entries, the agency reports — ■ 6,500 via coupons picked up at local paint dealers. 1 ilds & Cantz has recently contpleted its 1958 fall promotion dramatizing National's Eye-Fi Colors in a campaign revolving around "the 10 most fashionable colors in 1959." Residts of the sales drive were not yet available as u.s. radio went to press, but both National and its agency were hopeful that last-quarter sales figures for 1958 would rise even higher than 1957's nine percent increase over 1956. "Our agency is convinced that radio, properly balanced with outcioor advertising, has a greater audiovisual impact than television — at considerably less cost, "Mr. Cantz says. Radio billings at Tikis &: Cantz increased in 1958 "by approximatelv 12 percent over 1957," he points out, and adds, "Our basic philosophy suggests that we will continne to lean strongly towards radio. The medimn will figure quite heavily in future plans for National." • • • High-flying paint promotion by Victor used WXYZ air time and cc Ldle of millionth gallon of paint. Paul Winter (I), WXYZ oersonality, interviews Julian Kuhn family, award-winning purchasers, while Harold Victor (second from I), paint firm president, holds lucky gallon whose sale brought prizes, 'copter flight for Kuhns. 50 U. S. RADIO • January 1959