Radio showmanship (Jan-Dec 1947)

first '3»f. Duilding Brand Preference Grocers Trade Association Promotes hAembers' Interest With Radio To (1) PROMOTE TRADE for hoiiic-ownecl businesses and industries, (2) to sell the idea of good labels and brands to the consumer, and (3) to create consumer interest in shopping at member stores was the threefold purpose which led the Oklahoma Retail Gro<::ers Ass'n. to take on sponsorship of the KTUL-KOMA Homemakers' Correspondent feature. What sets this homemaker's feature apart from the run-of-the-mill program of this type are the various devices incorporated into its format which adapt it to the needs of the 225 wholesalers, jobbers and grocers who comprise the membership of the ORGA. 1. Home Planning and Brand Labels. In connection with the first half of the daily program, homemaking tips of interest to the housewife are a basic part of the format. Questions from listeners about problems in homemaking are answered, and much of this part of the program consits of questions from the mailbag. Labels and brands are discussed, with excellent results. In the case of Blue Goose oranges, the product was discussed on the program for five days. At the end of the fifth day, wholesalers handling Blue Goose oranges reported that they were unable to keep up with the demand. Because material of this kind is woven into the program itself, it isn't necessary to bring the program to an abrupt halt while an announcer extols the merits of the client's products. 2. Human Interest and Store Traffic. Human interest is the basic ingredient of a device which creates additional listener interest and which also stimulates store traffic and consumer good will for member grocery stores. Each day a part of the program is devoted to a vignette of an odd, amusing or out-of-the-ordinary occurrence in one of MARCH . 1947 the member stores in tlie past 21 liours. No names are given, other than that of the store, but the listener who can identify herself in that situation is instructed to call at the store for an award. Typical teaser copy: "Anncr: As we told you yesterday, today's bonus winner was a shopper in the Cadenhead Grocery, 1007 North Florence Place . . . another one of those small home-owned stores that has contributed so much to our American way of life. Croft: You wore a pretty flowered print dress. Anncr: You are very young . . . in your early twenties and about 5' 3" tall. Croft: You hare a very pretty smile and are a trifle on the plump side. Anncr: You live in the ten hundred block on North Gary. Croft: You have two little girls about three and four years old who always accompany you to the store. Anncr: You celebrated your fifth wedding anniversary just last week. Croft: You bought two large bags of groceries and in them was Sweetheart lunch meat . . . quite a variety, too. And round steak, apples, tokays and potatoes . . . all these had just been delivered from Schuler Fruit this morning. And you listen to this program, too. Anncr: Does she like the program? Croft: Not only did she say she liked it. She said it was making her brand conscious. She never thinks of tomatoes any metre except as Belle Isle. Anncr: Then we have helped make a homemaker conscious of good buys, getting more for her money, haven't we?" At the conclusion of each broadcast, listeners are told the name and location of the store from which the next bonus winner will be selected. Only one straight commercial as such is used on the program. Coming at the end of the broadcast, it is designed to promote trade for home-owned businesses and industries. The series is broadcast 10:45-11:00 a.m., Monday through Friday, with the TRGA secretary-manager, Vera Croft, as Homemaker's Correspondent. With her on the show is KTUL announcer, Harry Abbott. TRGA began sponsorship of the series September 30, 1946. • 97 •