Broadcasting (July - Dec 1939)

Savings Counsel for Oklahoma Folks Brings Hundreds of New Accounts to Sponsor as Show Proves Success By JACK E. BARRY Secretary-Treasurer, Oklahoma City Federal Savings 8C Loan Assn. NOT LONG AGO the Oklahoma City Federal Savings and Loan Association, 'i received notification from , the U. S. League of Building and Loan Associations, that our radio program The Home Folks Counselor I had been selected as ". . . the most ■ constructive and resultful radio efi fort by any savings and loan asso• ciation in the entire United States : for the year 1938." ' It was a high honor and deeply appreciated, not only because of the added prestige and publicity it I brought to our organization, but because it publicly bore out our sustained belief that with proper programming, proper station selection, intelligent showmanship plus correct merchandising timing and talent, radio will pay big dividends. We had no idea that our fiveminute program. The Home Folks Counselor, was headed for national honors. However we did know that it was both prodticing profitable results for us and at the same time rendering a distinct public service. Finding a Solution Our success didn't "just happen." To those readers who receive the impression that perhaps that statement is a trifle conceited, let me say that the Oklahoma City Federal Savings and Loan Association had used radio for a long time without impressive results before the Hovie Folks Counselor idea was evolved. Mistakes and shortcomings of other radio trials were, by paradox, very valuable. We had tried "spots," a weekly quarter-ho'ur talent show, a halfhour musical show on Sundays. None clicked. Not because of copy or of shoddy talent because we had the best writers, the best musical talent that money could buy in the whole Southwest. We had obtained results too, but not in the proportion to money we were spending in other media. Early in 1937 it became evident that some close analytical work was imperative if we were to continue in radio. We knew something was wrong. 0*ur problem was to hunt down and eliminate that something. We were positively satisfied WKY had the audience we wanted to reach. Saving this fact, we threw overboard all other factors and started from scratch. Our appeal, we decided, should be to the persons who handle the average family's purse strings. That was easy. The age JOSEPH GIFFORD old answer was right . . . "women." National surveys corroborated our own finding that morning time, preferably late morning, was the best for housewives reaction. Our own surveys again tallied with national surveys in indicating that "news" was the favorite listening program of all listeners. For two reasons we eliminated the news idea. First, we did not feel it was a vehicle quite in keeping with our message; second, WKY does not sell sponsorship of its news periods. Our answer, then, was a dignified personal message to women, but of interest to all, to be presented at a mid-morning or late morning period near the news. With this much settled, we were all set to determine the program vehicle. We obtained the idea we use from a program which had failed to click in another community. We took the idea, applying the first principles of ordinary salesmanship to it, an application which I feel should be the basis of all radio continuity. Those principles are to attract attention, sustain interest, create desire, and compel action. Three Little Queries To attract attention we use an especially beautiful theme song, faded down immediately, a simple introduction of the program, followed by three timely questions. These are answered at the end of the program. To sustain interest we use the Home Folks Counselor himself, whose homey philosophies are usually slanted in a non-commercial way towards the joys and happiness found in the home and in home ownership thereby combining the "sustain interest" and "desire creation." Action is compelled in the last minute by the station announcer who delivers our commercial. The answers to the questions are given by the Home Folks Counselor immediately before theme and signature. This was what we strived for at decided it would be more effe 'tive JACK E. BARRY the creation of the program. Selecting the proper "voice" for the counselor was quite a problem. On this, we felt, lay the potential Success or failure of our idea. Through experienced gained in the past we to hire our own "voice," pay him ourselves, and allow him to appear on our program only, a course not possible if we used the customary station announcer because of changing schedules and other things. However the "voice" we hired mtist be in keeping with the general trend and style of our program . . . friendly, homey "Uncle Ed" type of voice with enough dignity and force to reflect the aims and policies of our company. Auditions were conducted for over three weeks. Dozens of candidates were heard and were listened to and one-by-one ruled out. Then we selected, sight unseen, a voice that was suited. It belonged to Joseph Gifford, a professional actor of middle age whose thirty years on the stage gave him knowledge of what and when to emnhasize. He fitted, was hired. Today he is famous in the Southwest as The Home Folks Counselor. The name was a natural. The slogan of the Oklahoma City Federal Savings and Loan Association for years had been "The Home Folks". We added "Counselor" and there it was. Titled right, timed right, voice right, copy right, station right, the program went on the air. Results were immediate and fruitful. In the two years the program has been on the air our assets have increased over one million dollars. Not all of this increase is due to radio, because we were using other media. But a direct and careful check on new accounts, inquiries and investigations shows that, directly traceable to radio alone, is an increase of over 400 savings and investment accounts averaging $600 each— rough total of $240,000, nearly a qtiarter-of-a-million dollars. Story of a Salesman Today after more than 450 times on the air, the framework of The Home Folks Counselor remains unchanged. However the show itself is by no means held to an unchangeable and concrete body. Suggestions are constantly coming in from listeners. These are discussed, weighed pro and con, and if meritorious are tried out. For example a traveling salesman one day commented to the effect that he always listened to the program while he was driving. Inquiry showed us that other traveling salesmen listened also. As a result, we devoted, for a time, our Monday program to salesmen. Why Monday? Because that's the day most of them are driving to their territories. Neither did we blatantly make a play for them, but by use of copy that was of interest to this class, by use of questions and answers at beginning and end of the program, respectively, that were of interest to them, we gained a distinct class of listeners without losing our regular audience. The philosophy by the Counselor in the middle of the program was oftentimes indirectly pointed at the salesmen, pointing out that "in fat commission months, save for the months when selling drops off". The result was a nice slice of a business melon hitherto uncut. Another time we eliminated all commercial references to our organization by the Counselor himself, depending on the station announcer to care for this detail in the closing announcement. A small thing perhaps, but audience reaction was quick and favorable. Since the Counselor make any commercial reference. From the Farmer Not much thought had ever been given to making the farmer and small-town citizen acquainted with the convenience of our savings and loan plans. It had been accepted as a foregone conclusion that such prospective business was handled by small town institutions. When it occurred to us that there might be some overlooked business to be gained, we slanted a few programs in the rural community direction. Again, results exceeded expectations. Within seventeen months fro.n {Continued on Page 63) EVERY success story has a few secrets in the background — secrets that determine why a program is a bonanza instead of a dud. This Oklahoma savings institution flirted around quite a bit with radio but wasn't convinced that the money might not be spent in more profitable manner. Ensued, thereupon, a serious study of radio and its causes and effects. The causes were carefully pondered, as were the eflFects, and the net result was a new radio effort that now is a Southwestern fixture. Mr. Barry, in the center of the campaign, tells here just how it all happens. BROADCASTING • Broadcast Advertising November J, 1939 • Page 19