Radio showmanship (Jan-Dec 1943)

ctter Half. / h Pole Remote Passes the Sales Test Department Store, St. Paul, Minnesota Glaus, there were other indications that the showmanship involved in this series, plus the program content, were creating good will and making sales. Cards came to Mrs. Santa Glaus from various kindergartens and first grades, signed by the entire class roll. Mothers called the station to say their children wouldn't leave the house until after the program was over. One mother wrote the following letter: "When I have occasion to phone orders to various companies, I frequently refer to their ad if that ad has resulted in tny call. But this is the first time I've taken time out to write a firm to tell them I appreciate their advertising. "I live in Minneapolis, and I have never been in The Emporium, but tomorrow I am going over to The Emporium to do my Christmas shopping. I think many other mothers will do likewise this year in gratitude for the moments of leisure gained. "Mrs. Santa Claus creates a natural interest, and that lady knows children. She doesn't have the goody-goody appeal, but rather she tells of how the gnomes fight and the mistakes they make, mistakes wholly familiar to children, and she holds them spell-bound. My six year old had me write notSs to our friends who have children to tell them to be sure and listen! "Many years ago, I attended a meeting of an ad club in Chicago, and I learned then that the greatest advertising appeal is through children. I never thought much about it before, but my boys have sold me on shopping at The Emporium. At first, just the children listened to the program, but now I find myself arranging my work and listening as ardently as they . . . and I despise the usual daily programs." How did the program achieve such prestige? In the first place, the program offered real entertainment. More than one child requested as Christmas presents the North Pole characters whom Mrs. Santa Claus, alias, Marie Ford, created! Nor was the program chutered with long-winded commercials. Since the stories had to do with Christmas merchandise, every episode was a plug for Toyland, and the actual commercials had to do only with the letter contest; what the prizes were, how to get them, where, when, why and how to write the letters. In the second place, Thk Emporum played fair with its youthful listeners. The prizes were ones that any child might want, (they retailed for at least a dollar) and there was enough variety in prizes offered to appeal to children of all ages and interests. More than that, every child got something! The Christmas letter was in color, and each letter was addressed personally to the child by his first name. And it might be pointed out that while the letter was a good will builder, it also gave The Emporium a chance to merchandise its Toyland and to plug its WMIN radio program. Lastly, the program ran for a sufficiently long period to build up an established listening audience. In that way, it gave The Emporium a real opportunity to put its merchandise story over to the public. As far as The Emporium is concerned, this program convinced the store that radio of the right kind has a definite place in a department store's advertising plans! OCTOB ER 943 341