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banta Ups Sales, Du
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Format is easy to produce, offers sponsor maximum merchandising opportunities at minimum cost, with Toyland logical focal point
ALTHOUGH THE NUMBER of families in i any city having children in the age group to whom Santa Claus is a very real person is limited, that small but active minority group has a strong hold on the family purse strings.
To reach this group and to create good will among their parents, many department stores and other advertisers have found a Santa-on-the-air an effective tiein with an in-store Santa Claus in connection with Yuletide store promotions.
Almost without exception, in large and small markets, retailers have found that the good will and publicity gained by a radio Santa promotion is worth many times its actual cost.
In the first place, when all stores have an in-store Santa Claus, it tends to confuse children as to which is the real Santa. The store whose Santa is both seen and heard is apt to establish an edge for itself as being the headquarters for the Santa Claus. While this may be an intangible factor and difficult of evaluation, there are several more tangible elements which recommend a Santa Claus radio promotion to a retailer.
Among them is the fact that such programs do (1) create store traffic; (2) build mailing lists; (3) create good will and (4) give the sponsor a definite check on audience appeal.
And these objectives arc easy to accomplish because (a) the audience is prc-built, (b) toyland makes a logical focal point for a store promotion, (c) merchandising and promotion in support of the campaign are easily contrived, with minimum expense, and (d) the simplicity of the format makes such programs easy to build at low cost.
Because such programs are easy to produce and offer maximum merchandising
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* WDNC's Santa Claus for the past 1
years has been none other than static
manager, Frank Jarman.
opportunities, most sponsors who oncl give a radio Santa a trial-run make th promotion a traditional part of holida activities.
Simplicity of Format While there ai \ariations on the pattern, such pro^rarr are usually slanted entirely toward sma children and their mothers. The can paign generally begins immediately aft( Thanksgiving and continues until Chris mas Eve, either on a three-a-week or five-a-week schedule.
RADIO SHOWMANSH I
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