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How a Gro( Traffic W
New twist performs A-fold purpose for California Markets, EvansviUe, lr)d. grocer, in aggressive WEOA campaign
How A TELEPHONE givc-away show creates store traffic, backs-up newspaper promotion, emphasizes store locations and values and builds sustained listener interest is illustrated by the California Markets, aggressive grocery merchandiser of Evansville, Ind. Early in the new year, the California Markets launched its Spotlight Quiz, Monday through Friday, 5:30-5:45 p.m. over WEOA.
What distinguishes this series from the typical telephone give-away show is the comprehensive merchandising plan behind it which makes this substantial radio effort one of the most pretentious budget outlays undertaken by Evansville grocers.
The series for California Markets involves (1) listener incentive in merchandise rather than in cash, and (2) the selections of the names of those to whom telephone calls arc made are determined by the listeners themselves.
Basic format
Each day, the program producer makes a pre-program contact with 24 Evansville women by telephone, with three persons involved in the selection of each of eight names to be called on the broadcast that afternoon at 5:30. The first person called is asked to select a page of the telephone directory; the second person selects a column from that particular page, and the third person selects a number from that column. This name then becomes one of the eight to be ielej)honed, and the process is lepeated until the selection of all eight names is completed.
On the program itself, listeners are first asked if they know any of the Spotlight values in the California Markets' advertisement appearing in that day's newspaper. If the listener can repeat any one of these specials, he or she is given a merchandise certificate and an opportunity to answer the jackpot question.
Arrangements were completed with VIP Service before the advent of the show to supply gifts in return for commercial credits made during the broadcasts. Such items as electric grills, electric irons, luggage, insulated picnic bags, hammered metal hostess trays, magazine subscriptions, pressure cookers, disposal cans, strings of pearls, sets of aluminum wear, individual percolators, toasters, water pitchers, men's and women's sports wear, etc., have been included among the items presented on the Spotlight Quiz. Without cjuestion the value and desireability of the merchandise itself is a strong factor in building sustained listener interest, but the entire burden of building and maintaining audiences isn't left to the merchandise itself.
Merchandising behind it
Various gimmicks increase the value of the radio series for California Markets, according to store director, Wilbur Schuler.
(1) Store Traffic The answer to the jackpot cjuestion asked of each person telephoned during the broadcast is available eadi day fiom any clerk at any of the (lalilornia Markets, in this way, all listeners have an opportunity to correctly answer the questions on the air by
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RADIO SHOWMANSHIP