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rlow to Produce Sales on Small Radio Budget
One daily spot announcement hunches new business firm, with two additional spots added to schedule on basis of dollars in the cash register for Shoemaker Appliance Co,, Shenandoah
WHEN AN ADVERTISER in a highly competitive field such as the appliance market allocates most all of his 1947 advertising budget to radio, it's a foregone conclusion that the advertiser's previous experience with the medium has been extremely productive in terms of sales and good will.
The advertiser is the Shoemaker Appliance Company. The station is KFNF, Shenandoah, Iowa.
The story begins in 1942 when Don Shoemaker was general manager of McMichaels Firestone Farm and Home Appliance Store in Shenandoah. Over a period of four years, McMichaels used two spot announcements daily on KFNF. Results were consistent and cumulative ... so cumulative that at the end of the fourth year, McMichaels business had increased several hundred per cent as a direct result of its radio campaign.
When Don Shoemaker opened his own appliance store late in the Fall of 1946, he was fully aware of the fact that there were over a dozen appliance stores in Shenandoah, To make a success of the venture, in what was an unusually competitive market, what was needed was an advertising medium that would do the most effective and complete selling job in the rural and regional market around Shenandoah. Previous experience had convinced him of radio effectiveness.
At the outset. Shoemaker Appliance used a ])articipating spot announcement on KFNF's morning homemaker program. Because of outstanding results, this
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schedule was expanded to include two' more daily spot announcements, one ini the early morning and the other in the early evening.
On the basis of dollars in the cash register, Mr. Shoemaker regards this advertising schedule as an essential factor in his business success.
How Others in This Field Use Radio for Sales
sponsor City and Station
Van's Modern Appliances WRRN, Warren, Ohio
TRADING POST: A daily schedule, with em pliasis on service is this advertiser's method of meeting post-war competition. Commercial era phasis is on the service angle.
Jime, ip47, p. 20$
Sponsor
Servant's Appliance Store
Cit\ and Station
KROW, San FranciscoOakland, Calif.
LONGHORN JOE'S WESTERN RANGERS: A
half-hour of Western music, six days a week, with emphasis during the war years on good will.
June, ip^6, p. 210
Spojisor City and Station
Modern Radio Service WOC, Davenport, la.
1 |2() MELODY LANE: Cream Sunday afternoon time, intended primarily for the j)romotion of electrical appliances, even at a time when such merchandise was not generally availahle. Sponsorship was for good will and future sales.
April, Tp^6, p. i^)
RADIO SHOWMANSHIP