Radio showmanship (Jan-Dec 1947)

more of the time, with greater sales in ofT moments and odd seasons. For example, in connection with the spot announcement campaign for the Florists' Association of Greater Cleveland, Kent A. Nesbitt, executive secretary, who is president of the Nesbitt Service Co., advertising agency, said, "Radio fits into our other methods of advertising and is a cardinal part of this continuous, educational program on flowers." For this group, according to Mr. Nesbitt, radio was an efficient and economical way to keep the public informed. The spots were used not only as reminders, but also to keep homemakers informed on actual market conditions. This is not, of course, to imply that radio cannot be used to increase sales in connection with peak seasonal periods. For example, the Butte Floral Co., Butte, Mont., used a "Bouquets of Music" series on KGIR three times a week to maintain prestige and to build good will. But for holiday seasons or other special promotions such as Mother's day, Easter, Christmas, etc., James King, president and manager, supplemented this schedule with plenty of spot announcements. Likewise, the Worcester Florists' Association used a spot announcement campaign to get one particular idea across to the Worcester, Mass., listener; "Send flowers to your mother on yotu^ birthday." To establish the idea, it used a 100-word announcement preceding the 1 p.m. news on WAAB, seven days a week. Audience, Program Selection While women represent the greatest consumer market for the florist, it has been found most effective to get a woman's ear at a time when the man of the family is also listening. In other words, the kind of an educational campaign which is most successfid for the florist is one which stimulates greater use of flowers on every occasion, for home and office, and a campaign of this nature tends to be most successful when the entire family group is exposed to the florist's message. Just as there is great unanimity among florists in the selection of the particular MARCH, 1947 audience to which a campaign is diicctcd, so is there rather general agreement as lo the type of program which will infcnsi this audience group. Poetry, philosoplu ;incl soli music make up one basic lormat that has proved successful, and it was this type of program which Bobby's Flower Shop presented over KMAC, San Antonio, I ex., once a week. Informative commercials about "The Language of the Flowers" were an integral part of this c^uarler-hour program which was aired each Sunday at 2:45 p.m. At Stamford, Conn., four leading florists sponsored a similar series over WSRR. Memories of local prewar good times were woven into each broadcast, with romance and sentiment an important part of this Sunday afternoon words-withmusic cpiarter hour, "Say It With Flowers." Another type of program popular with florists includes a salute to local citizenry for public service. "An Orchid to You," sponsored by Tipton & Hurst, Inc., over KARK, Little Rock, Ark., is illustrative. Tliis fast-moving, 5-minute Sunday feature, aired at 1 p.m., revolved around the simple theme of selecting an outstanding person in the community and sending him an orchid at the time of the broadcast. A short, transcribed organ number dedicated to the winner of the orchid, following the award, rounded out the program. Members of the listening audience submitted names of candidates for the award. It was the same "An Orchid to You" theme which proved successful for Braswell's Flower Garden, over KTHT, Houston, Tex. The series first went on the air December 3, 1944, and week after week the Sunday program singled out local individuals for personal tribute, in combination with "sweet" music and facts on flower etiquette. WHiile these two types of programs by no means represent the only material suitable for florists, they are relatively easy to produce, are low-cost and have certain natural tie-ins with the product advertised that are extremelv effective. • 93 •