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by MICHAEL VECCHIONE, owner-manager
Dest Buy for Nehi
1h
Small Scale Beginnings Led to Big Things, Saleswise, When the Steubenville Nehi Bottling Company Added Radio to Ad-Schedule
WE had always been rather skeptical about radio advertising. We felt that the cost for time and talent was too great for our advertising budget, and we were hesitant about diverting any part of our budget for what was to us, an untried medium.
But we did try it. And we're glad we did. We're sold on radio as an advertising medium, and we have found that it takes this type of advertising to tie-up all of our other advertising into a coordinated pattern.
With our advertising schedule on WSTV, Steubenville, O., we have successfully reached both the dealer and the consumer. We feel that without question radio has played an important part in building dealer confidence in our Royal Crown Cola, Nehi and Par-TPak beverages. Through radio, we have been able to remind the dealer that he is buying a truly good product, the best available, from a serious, reliable local firm.
Radio has served another function in connection with our dealers, in that through it, we have relieved him of a public relations job with the public. We feel that this service alone, at this particular time, is worth every cent put into our hard hitting commercials.
It is fortunate for us that WSTV has given us complete cooperation, and the advice of its staff has been invaluable.
Like others new to the broadcast medium, we started out on the theory that one spot announcement a week was suf
ficient. That got us started, but we soon found out that six times a week was even better. We branched out from there, because we found out that it paid good dividends.
Currently the Steubenville Nehi Bottling Company sponsors The Shadow, 5:00-5:30 p.m., Sunday, and that period has a 72.1 per cent listener rating according to the latest Conlan survey. In addition, we have a daily dramatized schedule of spot announcements.
Results from this schedule were such that we decided to use radio for a subsidiary, the Vine Sweet Wine Company, which we operate. Currently, we sponsor Fulton Lewis, Jr., on a Tuesday-Thursday schedule at 7:00 p.m., and if the other three Fulton Lewis broadcasts were available, we would expand our sponsorship to a five-a-week basis.
Our business the past year has been greater than ever before. We showed a 31 per cent increase in our Royal Crown Cola sales over the 1941 peak year, and a nine per cent over-all in our general line. Of course it's a sellers market today, and some credit must go to that, but radio must be given its full share of the credit.
Our plant was erected to efficiently handle 200,000 cases a year, but with our post-war plans and the increase in demand, we know that an expansion program must be inaugurated. This progress we can only attribute to our advertising, of which radio is and will continue to be an important factor.
NOVEMBER, 1 946
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