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Dreakfast Club Format Adapted to Small Markets
Program gimmicks create store traffic, sell merchandise in series begun in connection with Diamond Jubilee promotions for Wurzburg's Department Store, Grand Rapids, Mich,
BACK IN February Wurzburg's Department Store gave WOOD, Grand Rapids, Mich., its opportunity to demonstrate three times a week that a local talent breakfast program can be an outstanding success in even a medium size city. Here's what has happened since then:
Creates store traffic
Cofjee Time at Wurzbiirg's has brought people into the store; it has sold merchandise; and from the very first day, it has lured capacity attendances to the store's Campau Room restaurant where the show originates. On numerous occasions it has been necessary to tinn people away.
New customers— shoppers from other Western Michigan cities— have flocked to the store to enjoy the program.
And are they really buying? Read on:
(1) A special Beauty Fair was a sell-out after representatives of famous cosmetic houses were interviewed on the Coffee Time program.
(2) A style show featuring yard goods and patterns sent the pattern company representative dashing to the telephone with frantic long distance telephone calls for more patterns.
(3) The WuRZiujRf; swiKhboard lights up like the proverbial C^hristmas tree when various items are described over the air and suggested as gifts; i.e., two horns after a gift set of dishes had been described, the store's entire stock of this particular pattern was sold.
(4) It's a "natural" for any special store promotion.
Ties-in with store-wide promotion
Coffee Time at Wurzburg's was created by Oliver A. Wallace, head of WallaceLindeman, Inc., the advertising agency which serves as special counsel to the store, as his answer to a request by Fred G. Schoeck, president of the company. Wurzburg's w^as planning to make the year 1947 a Diamond Jubilee Year in observance of its seventy-fifth anniversary, and with store-wide promotions and special events planned, the store wanted a "Sock-'em" show for radio.
'' 'Seventy-five and more alive than ever' is our store motto for 1947 and we must do something outstanding in a radio way," said Mr. Schoeck.
It meant a show that w^ould bring people into the store and that would sell merchandise. Cofjee Time was designed to do both.
First of all, it lUilizes Wurzburg's Gampaii Room. The time, 10: 00 a.m., I'ucsdays, Thursdays and Satiuclays, gets the women into the store half an hour after the building opens, and the early hour makes the free coffee particularly welcome.
Ihree characters ap})ear regularly: WOOD'S Eddie Ghasc, as master of ceremonies; Dorothy Page, the Wurzburg fashion editor, who already had been doing a daily five-minute fashion program over AVOOD and Lou "Stubby" Stubman at the keyboard.
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RADIO SHOWMANSHIP