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Uaily Recipe Winners
Sell Butternut Flour
hAerchandis'mg Support of Participation on Homemakers Program Builds Dealer and Consumer Preference for Paxton S Gallagher
by HAROLD E. ROLL
THE recipe, connected with a contest, is in itself a powerful selling tool; but, augment that tool's effectiveness with a daily winner, and yon have a profit maker in your sales message that grows with use. Especially is this true it you broadcast the sales message on a radio station that programs successfully to rural as well as metropolitan homemakers. This is the opinion of Edward Creighton, advertising manager, and Otto Barmettler, flour department head, of Paxion 8c Gali.a(;her Compan\, Omaha, Nebr.
These two sales-minded executives base their opinions on facts studded with profits, which they began to gather two years ago when a daily recipe contest was first introduced by them over station KEAB. Buchanan & Thomas AiWERTisiNG Agency handles the account.
The lonnula, which is apparently infalli})le, says advertising manager Ed Oeighton, works like this: 'Tisteners are asked to send in their favorite recipes from which a daily winner will be selected. Judges, appointed by KFAB, choose the daily winner and aw^ard her a 50-lb. sack of Buiternut Elour. At the end of each month, the winning recipes are printed and mailed to all who enter the (ontest. Thus, every contestant gets something whether or not she is the daily winner."
pAxroN AND Ci,\i.i,A(;in R salesmen urge
grocers whose (ustomers are wnmers to tie-in the names with their BurrERNur Elour floor or window displays. 1 his dealer promotion tends to keep the retailer concentrating on BurrERNur Elour to the exclusion of other brands. The fact, too, that the contest is day afiei' day, week after week, month after montlL gives the salesmen something to talk about on every call and often it used to induce new retailers to vend Butternut Flour.
KEAB's jjromotion department sends stories of daily winners to local newspapers and this frequently residts in added publicity for the contest. The average weekly newspaper editor is aware of the value of local names in his columns.
The daily winner contest campaign was kicked-off over KEAB's 9 o'clock news where it quickly gained momentum. About a year ago it was considered that the contest was well established in the minds of the KEAB listeners and was taken off the news and placed on Jessie YoiDig's Hotneinaker participation program aired at 2:'^0 P.Af. After the switch listeners' interest continued and BuTiERNUT Elour sales continue lo climb iq^ward.
JUNE, 1946
193