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another. Its emphasis on the feminine approach was based on the fact that while most of the store's merchandise was for the male members of the family, the women in these families made 90% of the purchases.
The program vehicle selected to build sponsor identification among feminine listeners is Treasure Chest. Each Monday, AA^ednesday and Friday, Grafton's sponsors a 15-minute segment of this money give-away show at 10:30 a.m., at a cost per show of $15.00. Grafton commercials are beamed directly at the housewife.
Treasure Chest runs from 9:45 to 1 1 :45 a.m., with a half-hour interruption at 11:00 a.m. for a soap opera and a woman's commentary. During the course of the program, five mystery selections are played, and on the 11:45 a.m. telephone call, $50.00 is awarded to the person who can identify four of the five selections by name.
To give its boys' wear department a sales push, Grafton's took on sponsorship of the Lone Ranger, Saturday, 11:3012:00 (noon). Time selection was made on the theory that mother and son, downtown after lunch, would do their shopping at Grafton's. Evidence that the tran
SEPTEMB E R, 1947
scribed scries is garnishing a large share of the youthful aiKhciuc in the Hamilton area: in a survey (ondudcd during the week of the fust program, the rating for that time period jumped from 8.0 to 11.7.
Backed with promotion and merchandising
Mention is made on each program of the Grafton Knot Hole Club which attends Friday night Class D professional baseball games at the local stadium, and listeners are told how they may become members. Other merchandising tic-ins planned for the future include Lone Ranger buttons.
Promotion in support of the new broadcast campaign was concentrated on the Lone Ranger since the Treasure Chest has been part and parcel of the CKOC schedule for a long period of time. Promotional activities were directed both to store personnel and to the listening audience.
(1) Store Personnel At an introductory sales meeting with the entire Grafton organization staged by CKOC in Grafton's downtown Hamilton store, special 8-foot air-brush cut-outs of the Lone Ranger were used as a backdrop. Store personnel were given a complete outline of the radio campaign. An on-the-spot feat u ret te presentation with Hal Francis, mike-man on the morning Treasure Chest show, and a man-on-the-street program which was transcribed, then played back, were also a part of the sales meeting.
(2) Audience Promotion An initial press campaign used a two colunm art spread on the Lone Ranger and a one column reverse cut for inclusion in the weekly two-third page Grafton Friday newspaper spread.
The mat of the newspaper advertisement was used for 10,000 stuffers distributed not only in the Hamilton-Dundas stores, but also in Brantford and Owen Sound.
Air promotions were used for two Saturdays, with the Lone Ranger making the trip from Nevada to Hamilton, via Hi-Yo dubs, etc., just in time for the first 1 1:30 a.m. broadcast.
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