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ainting the Town
How Merchandising Made a Show Successful Before It Hit the Air, By Holland E. Engle of Cramer-Krasselt Advertising Co., Milwaukee
Quiz Auction was aired for the first time on Sunday, March 16. From the first it clicked with St. Louis audiences, and not one man behind the campaign was surprised! Weeks in advance a keenly calculated plan had been laid and carried out. The key to the immediate success of the show, both from the standpoint of program popularity and program results, was advance merchandising.
A radio program is only as good as the job it does, and a radio department that allows a program to do the whole job is often courting failure for a trusting client.
Recently, in buying radio for the PhelanFaust Paint Mfg. Co., of St. Louis, we were faced with a doubly difficult task. The two reasons immediately apparent were: 1) This client had used radio before without too much success. 2) Paint products are just naturally hard to sell, whether over the air or through printed copy.
Our first step was selection of a program that had been pre-tested. We knew that Quiz Auction would draw listeners before we ever auditioned it. After lining it up, we drew up the presentation, and auditioned it for our client. We were prepared to show him just
how this program would be merchandised to create store traffic and how, through that store traffic, the dealers could sell paint.
Herein lies the secret of radio success: Before the program was even sold, we knew just how we would merchandise it. After a successful audition, we set the first merchandising date, the time when we would start merchandising the program to the dealers. A Tuesday night was selected, and letters were developed to get the dealers out. Not one letter but several were drafted to follow one another so as to stimulate effectively the dealers' interest.
Finally came the night when the meeting was held. We had told the dealers they were in for fun. We gave them just that! The program was set up so that they got a preview of the actual opening program due to take the air the following week. We further had the dealers as participants in the program right on the KMOX stage. Five lucky dealers went home that night with from five to $16 won in the Phelan Quiz Auction.
Here is the game that these dealers and subsequently the people of St. Louis have been enjoying every Sunday afternoon since
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RADIO SHOWMANSH IP