Broadcasting (Oct - Dec 1950)

^nom tUi4> . . . , . . tkii services for building homes, doors,, for news homes, and a complete line of handsome brass and chrome ■ door hardware. Its public service messages encourage the employment of physically handicapped veterans. "On the special ads," Mr. Royce points out, "people often come in weeks after the broadcast and ask for the item." Prestige Spots' Pay Off in Sales The two lumbermen, who still do business in their carpenters' work clothes to preserve the "informal touch," concede that they tried the public service motif as an experiment. But they feel that the prestige they build pays off in the long run, and they single out high sales figures the past six months to prove their point. "We believe that the community consciousness a place of business reflects by sponsoring public service announcements builds a certain desirable opinion in the minds of the public toward the business,". Mr. Lapp explains. "It doesn't show up too much on the sales . . . And Radio Made the Difference LATE in the spring of 1948 two . carpenters in Lansing, Mich., momentarily eased their physical labors as they surveyed the house they had built, wiped the perspiration from their brows and jointly arrived at a decision. Although the spike and spokeshave were honorable enough tools, Claude Lapp and Rudy Royce decided that selling lumber might prove easier than driving nails through it. So they traded oif their newly-constructed house for a broken down lumber yard and hoisted sign. They were in business. For six months they had reason to question the wisdom of their decision, and the hammer and saw still loomed as symbols of security. But then their gross figure began to spiral as customers jammed their parking lot and orders clogged the spindle. What caused the change?— During the seventh or "crucial" month, Dick Creamer, account executive at WILS Lansing, walked into the Lapp & Royce lumber shed with an J.ca6tin^ One of a Series idea. "A 12:30 noon newscast — 15 minutes daily six days a week over our 1 kw station — would spark your lumber trading area into activity," Mr. Creamer told the two ex-carpenters. It did just that. Within 23 months, Lapp & Royce has grown from a dilapidated shed to a sprawling acre of five buildings with an expansive lot of lumber, six trucks, 15 employes, and a plump $60,000 monthly gross, representing a six-fold increase over the figure on the firm's ledger after six months in business. Actually the lumber firm spends only about $7,000 annually for advertising, but Messrs. Lapp and Royce prudently siphon off upwards of $5,000 on radio alone. The remainder is spent on newspapers, novelties (calendars, matchbooks, etc.), and general promotion. Cite Business As 'Radio-Built' The two lumbermen are enthusiastic in their references to a house that radio built almost singlehandedly. "We knew we had to do something to get the leanness out of our lumber business," Mr. Royce states, recalling the lean months. "The classified sections of the newspapers weren't bringing in enough general public business. When Dick Creamer offered us a potential of 450,000 people with WILS we were impressed but skeptical. Radio was new to us. But when we tried it, we were amazed. "Our consumer business built up fast. The contractor business grew automatically as an indirect result. We found out that popularity with the man who has a screen door to fix or a dog coop Mr. Creamer Mr. Dillingham Page 30 October 2, 1950 to build is the most important thing in our business. "During our first broadcast, a lady called up. She placed an order for insulation before the first commercial had even been read. Naturally we developed a great immediate enthusiasm for radio." Alex Dillingham, WILS program director, has handled the Lapp & Royce noontime news program since it went on the air Dec. 20, 1948. Copy is written by Landon Young, station's news director, and is a general world news summary built around a "local standpoint" format. Copy is kept fresh, new commercials are substituted every two weeks, and public service announcements are altered as new ideas arise. Lapp & Royce commercial copy utilizes four difi'erent types of messages— special, seasonal, "appeal," and public service. The lumber company has advertised ping pong tables, consultant BROADCASTING • Telecasting ledger at first but eventually it becomes one of the biggest subconscious reasons people trade with you." The partners like to hold up their prosperous lumber business as an example of a small business' success with radio. The company is located on a busy highway at the south city limits of Lansing. Four] competitors maintain lumber yards] nearby and, in all, 22 yards compete for the Lansing lumber trade. Yet, Lapp & Royce, the youngest of the lot, holds its own with the established leaders. It draws orders from the extreme perimeter fringe of the WILS 1 kw coverage area — as far as 70 miles away. Messrs. Lapp and Royce have a theory on the successful use of radio. "Let the radio bring customers into the place," they say. "After that 'it's up to us." SMILES of Mr. Royce (I) and Mr. Lapp reflect their sales success.