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C^osmetic Carnival a Block (SALES) Buster
Radio Tie-In With Ail-Out Promotion and Merchandising foi Cosn^etic Departn]ent Helps Up Sales for William H. Block Co,
SALES figures nationally show that drug and variety stores do the bulk of the cosmetic business. Attributing this trend to traffic, the William H. Block Company, Indianapolis, Ind., has promoted an enormous flow of customers into thinking in terms of Block's when in the market for cosmetics. The story behind the ascension of Block's cosmetic sales curve is a story of traffic created by showmanship.
Early in 1946, a six-days-a-week quarter hour on WIRE was signed up for 52weeks. The program, Block's Make-Up Box immediately began to click althoue^h it went into a spot with a 2.6 rating (11 a.m.) opposite Kate Smith with a 8.0 and Glamour Manor with 8.0.
In 1945, Block's had commanded nationwide attention with the Carnival idea and inquiries poured in from department stores, coast-to-coast, asking for details. Scripts of the autumn radio shows were distributed to more than 500 interested retailers and 150 radio stations. Cosmetic manufacturers alerted their sales staffs to the situation and asked to be included in the Spring 1946, Cosmetic Carnival at Block's.
With this backlog of prestige. Block's made determined plans for a bigger, better show, and started off with a bid to Bess Myerson, Miss Afncrica of 1946, to become Queen of the Cosmetic Carnival. She accepted, and sponsored by Renel Pai fums of Mount Vernon, N. Y., arrived by plane lo open the Carnival. She was greeted at the air j^ort by Paul Ross, secretary of the Indiana State De
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partment of Commerce and Public Rela tions and Noble Hollister who represent ed the Mayor of Indianapolis.
Block's sixth floor auditorium was decorated in true Carnival spirit, with booths lining the walls, hundreds of balloons and a stage setting with a dummy barker. Other attractions included a mind reader and escape artist. Sir Edwards, and Gypsy Musicians. Helen Vogt, beauty editor of Glamour magazine also made appearances on the stage and the shows, four-a-day, were run under the direction of Bert Julian, GwiN Advertising Agency.
Thirty-one cosmetic experts from New York and Chicago distributed free cosmetic advice at the booths but no merchandise was sold in the auditorium. The cosmetic department on Block's main floor was decorated and specially staffed during the week of the Carnival and tickets of admission to the auditorium were distribiued at the cosmetic counters. Windows, newspaper ads in color and sjx'cial store interior displays on each of Block's six floors were tied-in to the promotion.
Miss America made microphone appearances on Block's Make-Up Box ladio program and was interviewed by Jean Williams, Gwin Agency scripteractress. Her invitations via WIRE helped to swell the attendance to a new, all-time high for the auditorium. Sales were "very satisfactory" in the words of Carl Swanson, buyer and Hart Lyon, main floor merchandise manager at Block's.
RADIO SHOWMANSHIP
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