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Promotional Follow-Throuj Christmas Toy Promoticn
Strong promotional campaign in support of Cloudchaser, Betty and Bob reflected in sales throughout Wolf g Dessauer store, fort Wayne, Ind,; three other sponsors report similar experiences with this transcribed holiday radio series
THERE IS NO SECRET tO llOW tO achicVC success with a broadcast campaign for a department store. The formula is simple: select a department to be the focal point of the advertising; map out a campaign to back up the program; make the entire store conscious of the program through store bulletins, meetings, etc., and enlist every possible means of getting the largest possible share of the available audience. No effort along any one of these directions is too small. The formtila is as applicable to seasonal campaigns as it is to year-round promotions.
An excellent example of follow-through comes from Wolf & Dessauer, Fort Wayne, Ind., and its 1946 Christmas series on WOWO. Its entire Toyland was built
around the characters in the radio series, and three big store windows were devoted entirely to an interpretation of the story with specially built animated figines.
Some 60,000 boys and girls between the ages of vS and 13 are a good potential in any man's language for a Christmas promotion. To "sell" the moppets of the midwest radio audience. Wolf & Dessauer selected a quarter-hour daily children's show, The Christinas Adventure of Cloudchaser, Betty and Bob, a transcribed program produced by John M. Greene K: Associates. With toys and children's toggery merchandised on the program, the strong promotional campaign in suppoi t of the radio series was reflected in sales throughout the store.
Animated figures in motion . . . the story summarized