Radio showmanship (Jan-Dec 1944)

our projected radio campaign, a good measure of that old-fashioned courtesy that I've been preaching to our sales force. Yes, in plain language, let's say, 'Thank You' to every home-maker for buying Colonial BAKER-MAm Saltines and Grahams and all our other delicious crackers and cookies! As you well know, I've always said that, no matter how small the order, it's never too small to deserve a 'Thank You.' I believe 'TJiank You' is just about the most friendly phrase you can mention, with the possible exception of 7 Love You,' and we don't intend to get that chummy. If 'Thank You' works in personal contacts it will work over the air, for radio is essentially a person-to-person proposition!" Mr. Walsh's listeners responded warmly to the idea. It made an immediate hit, and without further ado a plan of action was plotted. Important decisions had to be made with regard to marketing areas which should be covered, the selection of radio stations, the choice of the program, and many more. There followed a series of conferences with the agency which handled the advertising of the Colonial Biscuit Company, Walker & Downing, Pittsburgh, Pa. A map of Colonial's territory was prepared in order to show the major VttsburgVt, (ities whi(h were csscn I ia 1 to the campaign. J'hey in(luded(ommunitics in four states, and called for the use of \?y radio stations, rhis regional network had a primary coverage area closely matching the distribution activities of Colonial. Thus, the medium had been carefully plotted. Next it was necessary to choose the right program, the type of feature which would appeal warmly to women. After weeks of auditioning various features which held potential promise, a transcribed series was chosen by Mr. Walsh and his associates. It was the recorded series titled Modern Romances, an NBC Radio Recording Division feature with top-flight actors, and the polished technique common to the best radio network productions. Modern Romances was fashioned along the lines of the tremendously successful daytime serials. Each was a dramatic love-story keyed to the tempo of today. A NUMBER of different promotional techniques were employccl to give Modern Romances the greatest possible attention value. A complete publicity brochure was forwarded to each outlet containing news stories, mats, pictures, and prevues of the series. Store displays were employed to tie-up the program with the product. Newspaper ads were inserted to call attention to time and station. These were all part of a comprehensive plan, augmented by truck posters, store cards, and dealer letters. The campaign is well under way and the Colonial Biscuit Company feels certain that its radio vehicle will build good will for its products, because fundamentally sound principles of business ethics have been applied. JULY, 1944 223