Radio showmanship (Jan-Dec 1947)

page booklet, "Radio and llic Floiist," prepared by the \\^ E. Long (^o., in connection with its syndicated program, available to florists. "Flowers ior (he Haj)piest Happenings. " This series was used at San .Vntonio, Tex., by a concern with two flower shops, the Kelly-Scherrer Flower Shop and the St. Anthony Hotel Flower Shop. It is interesting that alter the series had been on the air o\er KM AC for two months it was generally felt that no other advertising campaign had been so productive. A semi-educational campaign about flowers was the purpose behind the radio series, and commercials were blended in with the theme of the script and written in the same style as the actual continuity in such a way as to be an integral part of each broadcast. Soft music and soft words made for good radio entertainment, and as an additional stimulant to listeners, a brief history of one particular flower was discussed on each broadcast. That flower became the floral key for the day. The city of San Antonio was broken down into smaller sections, and each day the residents of one particular section were eligible to call in to the radio station, giving the floral key. The first person to call was mailed a card, entitling the holder to a free orchid. Cards were presented at the Kelly-Scherrer Flow^er Shop, where the winner received the orchid. What happened? At the end of two months, the sponsor reported a 49.9 per cent business increase over the same period the previous year. Since the only change in the picture was the use of broadcast advertising, the first use the sponsor had made of the broadcast medium, much of this increase could only be attributed to radio. "Gimmicks" In connection with commercials, florists should not overlook opporttinities to suggest sponsorship through subtle reminders which are quite separate and distinct from the commericals themselves. In the radio industry, such reminders are referred to as "gimmicks." Titles comes in iju (aicgon ol "gimmicks," and "Houcjuels of Music" serves lo illustrate the j)oinl. "An Orchid to ^'on ' is another example ol a program title with "giirnrn'ck" \;dnc. liotli snggcsi lloweis and llorisls. Theme music; may also have ii sj>onsorship reminder value, and to this end, thetheme song of the Allied Florists of Greater St. Louis was of value. When listeneis heard "just a Little Flower Shop," the association between sponsor and piodiic i was immediately established. Program Promotion The advertiser who leaves the size of his listening audience to chance will, in most cases, find that some other program has the audience he wants to reach. On this basis, promotion for a radio series has much to recommend it. For example, Kelly-Scherrer used showcards in various window displays and newspaper advertisements to acquaint listeners with its "Flowers for the Happiest Happenings" on KMAC. A program will be broadcast over the same station at the same time over a period of weeks or years. This gives the sponsor a chance to present his advertising to the same group of listeners time and time again, while also developing new^ audiences. This factor alone justifies efforts to add new listeners. On the theory that what was worth buying was worth promoting, the Allied Florists of Greater St. Louis wTut all-out for its series, "Sunday Magazine of the Air." Articles and pictures of "An Orchid to You" winners appeared in war factor\ house organs; letters went to 300 local florists, and copy about the series was included in the "KMOX Mike," distributed to 2,400 druggists and grocers in the St. Louis area. Direct mail, newspapers, magazines and point-of-sale displays may all play a part in promotion for a radio series. Merchandising Promotion Program promotion is promotion designed primarily to increase the tune-in for a specific radio campaign. Merchan MARCH, 1947 • 95 •