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lids bales at Low Cost
p broadcast for Schiller Flower ad store traffic riet result
It is interesting to note that when letters are used relating highly unusual experiences (such as foreign travel), the following week's mail drops. When letters are used that relate only slight variations of boy-meets-girl-at dance, or other of the more ordinary experiences, universally applicable, the following week's mail jumps. What narrator-producer Paul Bron Saliner has done is to set up a ratio of about one unusual letter to three well-written, but garden variety type, per program.
Merchandising and promotion i
(1) Merchandising A bouquet of Schiller cut-flowers or a Schiller corsage is sent to each of the four winners on each program. Delivery is made the same afternoon that the program is aired, and attached to each floral award is an engraved card reading: ''Lovely flowers are the smiles of God's Goodness. May these flowers gladden your heart and live in your memories like a melody. . . ." Each card has the inscription, "Presented
to for contributing her
Memory Melody to Your Melody Corsage."
Each person submitting an entry that fails to win, is sent a letter of thanks, which offers a free rose bowl and a Schiller red rose if the recipient will take the letter to one of the three Schiller Flower Shops. Mailing is handled by the agency, Saltimieras Radio Advertisers. More than 75 per cent of the rose bowls are picked up, which represents considerable store traffic. . (2) Promotion Whenever possible, the talent makes personal appearances in connection with the sponsor's activities, as for example, at the National Flower
and Garden Show, held at Chicago's' International Amphitheatre.
Your Musical Corsage has been listed in the Chicago Tribune's Listeners' Choice column on four different occasions.
Mood commercials sell hard
Flower sales are, of course, made both to men and women. However, Schiller's believe that most sales to men are directly or indirectly influenced by women. Therefore, the slant of the show and of the commercials is primarily feminine in its appeal, but no attempt is made to pin it down with direct address to the women.
Even though the commercials are written to fit the sentimental mood of the show, they sell hard, whether it's a specific merchandising offer or a commercial selling a specific service such as telegraph delivery. Schiller's believes that it's a mistaken idea to try to match the fragility of its product with a fragile sales story.
Two commercials are used on each show, a long middle commercial and a short closing commercial. This approach permits a longer "selling story" and a reminder recapitulation at the close. Both commercials on any one show are devoted to selling one specific idea.
The merchandising offers are sufficiently good buys to attract considerable attention, and telephone orders begin to come in before the program is off the air. For example, when Schiller's offered two dozen long-stem red roses at |2.95 delivered anywhere in Chicago and suburbs, 260 orders were received by closing time over the telephone— a period of less than three hours. Additional orders over the counter and on into the following week more than doubled that figure.
JULY, 19 47
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