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It's the spring in the springboard that gives a diver his send-off.
You can put spring in your program publicity with stunts.
A good station, with plenty of listeners, will automatically supply an audience for your new program. But wise advertisers know that listening to programs is a matter of habit. It takes extra effort to get people to tune in your program the first time. After that, the habit pattern will help you. Your problem is to capture public attention long enough for the habit to be formed.
You can do it, dramatically, with stunts.
Here's how:
Last year, Stern Brau Beer started its program, the Sports Spotlight, on station KTUL in Tulsa with a simple, logical stunt that set all Tulsa to talking. This sponsor hired six boys, equipped each with a sandwich sign and a portable battery radio. All the radios were tuned to KTUL. Up and down the streets of Tulsa roved the boys, radios at full blast. Little knots of people
tart 'Em With Stunts
gathered to hear the news broadcasts, and while they listened, they soaked in the signs plugging the Sports Spotlight.
There's no patent on this idea. It will work for any kind of a program, any kind of a sponsor. It's great for that initial send-off. It will work just as well for an older program that needs a pick-me-up. If you're starting a special contest on your program, here's a swell way to publicize it. There are plenty of variations, too. You could plug a children's program by having youngsters pull wagons with the radios in them. Or a comic program by having your sandwich men push a wheelbarrow containing the radio. The only limit is your ingenuity. Any way you do it, it gets results and it's inexpensive.
That's the nice thing about showmanship. It isn't expensive. It can be — but it doesn't have to be. Stunts like this prove it.
Costuming offers the key to variations of street stunts.
When Gillette Razor sponsored the World Series in 1939 on the Colonial Network, ye olde towne crier appeared upon the streets of Boston, garbed, of course, in the traditional town crier costume. And his fog horn voice announced to all and sundry the program, the station, the time, the sponsor.
No patent on that one, either. What goes for Boston goes for any place. A town crier will get attention for any kind of program.
There was plenty of neck craning in Phoenix, Arizona, when good-looking Scotch
The Push That Starts the Ball Rolling Plays an Important Part In How Far It Will Go. by NORMAN V.' CARLISLE, RS Field Fditor
NOVEMBER, 1940
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