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aundry Sales Thru the Air
By A. WESLEY NEWBY, President, Newby, Peron El Flitcraft. Advertising Agents for the Quality Laundry Co., Chicago, 111.
There are in Chicago over 270 laundries. and a reasonable percentage of them are out plugging hard for business. Just like the restaurant merchandising idea of several years ago, "All you can eat for 65c" — Chicago laundries had a big flurry recently offering "All the washing you can send in your laundry bag for SI. 00."
Because the public responded too well, restrictions had to be imposed. This, in turn, dulled the effectiveness of the idea and this type of advertising gradually tapered off.
At this point we were invited to handle the advertising of the Quality Wet Wash LAUNDRY Company, established over 30 years, and one of the leading laundries in Chicago. QUALITY employs more than 240 employees who work in a modern daylight plant. They serve over 8,000 families weekly.
Snitching is one of the bug-a-boos of the laundry industry and the recent SI. 00 bundle offers had intensified "switching" more than erer. We realized that to attract business something really sensational had to be done. A wry fine opportunity presented itself. SparksWithingtofi Co., of Jackson, Michi
gan, makers of the Sparton musical air horn, designed a horn that "played" the musical notes of the well-known nursery rhyme and song, "This is the way we wash your clothes."
It was a natural! A deal was made with the Sparks-Withington Co. for the exclusive use of this musical theme for this territorj Each of the "Q's" 50 trucks (the laundry has established its name as the "Q") was equipped with one of the musical horns. Wherever they went they invariably attracted favorable attention.
Now comes the important tie-up. Spot announcements were contracted for. The introduction was an actual reproduction of the musical horn, followed by the announcer singing. "Here is the 'Q' (cue) to wash your clothes." This was followed by a commercial featuring two laundry offers. The radio campaign broke on WGN. Then new transcriptions were prepared in which a dramatized commercial tied up with the musical horn. Stations WIND and WA. were added. Many spots during the moi were used. Thus the housewife kept on heai ing "Q's" musical horn in her home, as w< as when she went outdoors.
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RADIO SHOWMANSHIP