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It's Marconi
Cracker Co. Salesmen is •Manager Ben Mulhauser
ways. Schedules were curtailed. But like or Man River, Crescent kept keepin' on. Didn't even hesitate. The Crescent Hour of Music gave way to the early era of spot announcements, lots of them at all hours of the day and night. Then, about two years ago, Crescent's Guest of Honor program was born, a program with a definite merchandising plan behind it.
Crescent's objective was not consumer good will, although it took that in its stride. After over 65 years of making top quality foods plus 15 years of continuously telling the world about them, we had reason to believe that we had consimier good will galore and we were careful to do our best to keep it and to make it grow.
What keeps our cookie and cracker bake ovens and our macaroni presses
running full tilt are the ordeis our salesmen write up every day in the many hundreds of grocery stores throughout the middle west. In a word, it was the good will of our direct customers, the grocers we were after; good will plus more and bigger orders.
So we put these grocers on the air as our radio guests, one every week day at 12:00 o'clock noon over WOC, Davenport, la., and one every Tuesday, Thinsday and Saturday at 8:45 A.M. over KSO, Des Moines, la. Our grocer guests are invited by our salesmen, who select them for their loyalty to Crescent and Crescent advertised products.
Each grocer, through a quarter-hoiu' transcribed interview, has his chance to crow about what a swell store he has, and why it is the place to buy groceries. To help hold and build our listening audience, and to make our guest grocer's cash register ring, we give away 10 free movie passes; two each to the first five listeners who buy advertised Crescent foods from the guest grocer after the broadcast. Those five lucky listeners are called guests, too; Guest Consumers.
There you have the tie-up of consumer, dealer and "House." All three must be brought into the picture in our type of merchandising. And we do just that in Guest of Honor.
• "The great profile" in the clean white shirt, his schnozzle intensified by the necktie of WOC's commercial manager, L. O. Fitzgibbons, is Ben Mulhauser. Wielding the pen is radio enthusiast H. J. Schmidt, vice president of CRESCENT MACARONI AND CRACKER CO. Also present when CRESCENT signed its contract for its sixteenth consecutive year on the air was WOC representative Slocum Chapin.
Scared stiff by a request for a personal picture and biographical sketch was adman Mulhauser. Mum was the word on hobbies, enthusiasms, family life and what have you. Question posed by CRESCENT'S advertising manager: "Aren't such things apt to give a modest fellow the jitters?"
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