Broadcasting Telecasting (Apr-Jun 1961)

MONDAY MEMO from ROBERT J. WARD, president, Ward, Frojen Adv., LA. The client's business is different but does he dare to be ? "Our business is different" is the ageold cry that generally emits from a client who is reluctant about changing time-tried (and often stagnant) methods or accepting a newfangled approach to an old problem. This rather unstartling statement is the basis for my 1,000 to 1,100 words today. In recent years, the population revolution in the West has produced some interesting trends in certain industries. One particularly affected is the savings and loan industry. As a result of the tremendous population increase in California in recent years, there came a correlatively increased demand for home loans. As a result, the demand for money became acute. Savings and loan associations began to expand, most adding branches in various sections of the city. The demands for money to loan made the business extremely competitive. Seemingly overnight, motivational research studies went out the window. A razzle-dazzle, wide open appeal for the saver's dollar became the theme of virtually all of the savings and loan companies in the Los Angeles area. Pots, pans, dishes, pens, plants, free trips to Hawaii, all were offered to lure savings dollars through the door. Follow the Crowd? ■ What, then, were we to do when our client, Lincoln Savings and Loan Association, a onelocation firm, was hesitant about changing its conservative approach, yet had to seriously consider jumping into the premium business with its competitors. They told us, "our business is different" but on the other hand, unless you can come up with something new, exciting, but conservative, we may have to resort to the same tactics as our competition. This was a rare opportunity. Generally, firms operating in the financial field are reticent about advertising in media other than newspapers. Some take an occasional fling in radio or television; these sporadic adventures, however, usually are tied to a news show or random spots. In our opinion, all the elements to establish a contrasting campaign were at our disposal. We felt a message of dignity would be heard in the crash and din of Lincoln Savings' competitors. Research, (which we did not throw out the window) indicated that there is a deeper and more real reason why people save money, not just the immediate "premium" benefit. An image of dignity, strength, dedica tion to the saver's needs was adopted as our theme. We counted on consumer appreciation to make our approach pay off. The desired approach was simple to attain. The name "Lincoln" lends itself to the approach we had in mind. Now the selection of media became the paramount problem. Should we recommend that the client try to compete in newspapers with the giveaway associations? No, no, a thousand times no! Low Key ■ An image such as we would try to convey demanded a personal soft sell. Television has the closeto-personalized-salesmanship advantage we were looking for. Now the vehicle. Those who have tried to find good local programming at a cost suitable to a local client's budget will recognize the problem. Conservative and prestigeconscious Lincoln Savings in Los Angeles was an account that required a truly unique type of television presentation. All the television stations in this market were informed of Ward, Frojen Advertising's attitude and philosophy toward the Lincoln Savings problem. We at Ward, Frojen felt it absolutely necessary that the various television representatives be completely aware of our entire campaign approach so we could avoid unnecessary screenings and presentations. CBS's KNXT (TV) Los Angeles presented us with a rather different and challenging idea. KNXT had taken one of the great plays, "Candida" by George Bernard Shaw, and scripted it to a 90-minute production. Frankly, I went to the screening with tongue in cheek, fully realizing that never before had a local station been successful in producing a show of this type with any degree of professional skill. To my surprise, "Can dida" was a delightful show, done in such a highly professional manner that it stood out from existing programming in the Los Angeles market. Now our campaign was complete. We had a vehicle of network stature, one to allow us to sell our sound, conservative wares to the appreciative consumer. Accepts ■ Lincoln Savings accepted our presentation and give us wholehearted support. We selected Jan. 1 as the date best suited for the start of our campaign. It was appropriate that "Candida" be aired on this same date. Our faith in the contrast campaign, and specifically in the 90-minute special, was rewarded. By Jan. 5, thousands of letters poured into our client's office. "Bravo," "more," "congratulations," "good taste," "excellent use of commercial time" (all soft sell) are just some of the words contained in cards and letters. The television critics also gave the show excellent notices. More important, our client felt the results at its place of business. So much so that we have purchased on Lincoln Savings' behalf four more 90-minute specials for the remainder of this year. Lincoln Savings demonstrated further confidence in approving our recommendation to sponsor a series of 26 episodes of Life With Father, a re-run. Our success with this approach has caused many a competitor, both client and agency, to look closer at his efforts. There is a great feeling of pride and accomplishment when another agencyman walks up and says, "Your client's advertising is the best we've seen in this field." You bet our client's business is "different," and I'm glad Lincoln Savings is an advertiser willing to let us prove it. Robert J. Ward started his career as a publication representative shortly after graduating from the University of Southern California in business administration. He saw service in World War II and Korea as an Air Force officer. In 1953, he became vice president in charge of television of the now-retired California Advertising Agency. After joining Compton Advertising Inc. (Los Angeles) for one year, he left to start Ward, Frojen Advertising Inc. with long-time friend Robert C. Frojen. 30