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GET THE WHOLE COMMUNITY BEHIND "OUR TOWN" Write the name of your show good and big on your town by lining up local business interests to co-operate in an "Our Town Shopping Week"—a promotion so natural and profitable that you'll have no difficulty in getting full co-operation from dealers. Bring in every element of local business, as well as civic authorities, service clubs, etc., to help put over "Our Town Shopping Week" for the benefit of the entire community. Your chief angle, of course, is to plug the idea of patronizing local business, not only for the sake of the dealers but for increased prosperity for every one in the town. Here are the main features of your "Our Town Shopping Week" campaign. Carrv them out point by point, and add any others that are suitable to conditions in your locality: 1. INAUGURAL DINNER 4. WINDOW DISPLAYS Put the proposal before a special meeting of the local Mer¬ chants ' Association or Board of Trade, stressing the obvious advantages to business. This might be done at a "Boosters' Dinner," participated in not only by merchants, but also by service organizations such as Rotary and Kiwanis, with the Mayor or his representative present to pledge the town's official support. It's a big project—give it the entire works! 2. TORCHLIGHT PARADE When the plan for "Our Town Shopping Week" is complete and the date set, organize the same elements in a townwide parade, preferably at night with torchlight illumination. Bring in uniformed organizations, boys' clubs, municipal bands, etc., with floats built by participating merchants. ★ 3. STREET BANNERS Street decorations in the business district, with huge ban¬ ners stretched across the street both in shopping and residential sections, bearing the legend, "OUR TOWN SHOPPING WEEK," are a must for this promotion. Every merchant in town will want to climb aboard the pro¬ motion by installing special window displays on "Our Town Shop¬ ping Week," built around stills, standees, etc. Give them plenty of help and plenty of material in building displays. 5. ★ m CO-OP ADS Co-ordinate the newspaper advertising of the town mer¬ chants during your Shopping Week campaign by planning a series of co-op ads built around the "Our Town" theme. It's Ou sock merchandising appeal that they'll go for, and it means unf limited free advertising for your show. 6. RADIO PLUGS Local stations, whose interests are tied in with those of local advertisers, should contribute spot announcements on "Our Town Shopping Week" throughout each day of the drive. Also—and just as important—get all local radio advertisers to mention "Our Town Shopping Week" in their commercial plugs. 7. PREMIUMS, COUPONS, ETC. Get the participating dealers in "Our Town Shopping Week" to agree on a joint town-wide gift premium or rebate certificate plan under which every purchaser during the period of the drive will receive a coupon signifying that he has made his purchase in Our Town. Inexpensive premiums or a small cash rebate can be given to holders of coupons totaling up to a certain sum. Page Fow