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Three-Point Plan fl
7. Know Your Customers
2. Reach Greatest Possible Number
3, Use Language They Understand
by MEL G. GR/NSPAN, adoertising manager, Sam Shainberg Dry Goods Company, Memphis, Tenn,, operating the Black g White Stores
IN THE LATE THIRTIES, vvlien raclio was 'rastlin* with retailers to prove that it could produce desirable day-by-day sales, it was fighting for adequate local schedules to demonstrate its conviction. But despite the toe-hold it had gained, it was impressing very few independent merchants, much less chain store operations. So it wasn't entirely without surprise that in 1938 the Black Sc White Stores almost completely abandoned other advertising media and gently placed most of their promotional eggs in one advertising basket to build their sales of family ready-to-wear and house furnishings. As it turned out, the eggs hatched into one of the biggest messes of sales-results seen in these or other parts.
Least expensive mass medium
1 he Black & White Siores, comprising a chain of junior department stores located for the most part in smaller cities in I'enncssce, Mississippi and Arkansas, turned to radio for one very good reason: it was the least expensive mass mediiun zvhich allowed the greatest flexibility. Ihere was no long-range planning invohed, no testing, no if's, and's or but's— tliere was merchandise to be sold and it had to be sold at a reasonable turnover at a niininunn cost. (Most companies were in this same position in 1938.) So radio was handed the headache!
'] Oday, 15 radio stations in ten cities are carrying B 8c W messages— a good testimonial to the company's decision ten years ago.
No lengthy analysis of the sales results was made when radio first began to produce for the stores. The types of customer which patronized the Black & VV^hite Stores came in increasing numbers, they asked for the item advertised, they were satisfied and they came back. The results spoke for themselves.
Yet the reasons for this success story are mirrored in the surveys and analyses for which great sums ha\e been spent recently. And in 1938 or 1947, the answer is the same: (1) knoiv your customers, (2) reach the greatest number of them you can loith your messages and (3) tell them in a manner zvhich they understand.
Spots and programs in combination
Spot announcements represented the total effort when radio advertising was begun. A short time later, a hill-billy program was started featuring Buck 7 urner and his Black R: Whiit: Siore lUickaroos. This progiauL aired 6:30 to 7:00 a.uL, Monday through Friday, is still one of the most popular early morning featines in B &: W's trade areas. Buck Turner has become somewhat of an institution and by his personal appearance throughout the tri-stale area, he not only answers the dcinands of his loyal listeners, but also lu'lps nierdiandise his progianL
From here, it was a matter of scheduling sjx)ts to meet seasonal business needs, and special promotions or sales-events.
As the company expanded with the addition of new stores, the same basic pat
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RADIO SHOWM ANSH I P