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Uealers Boost Radio Appliance Sales with Radio
That every type of dealer in all parts of the country can use medium to increase effectioeness of selling methods is indicated in a CBS analysis of a survey made by Radio and Television Retailing, with 1306 local merchants represented
WHILE THE SURFACE has hardly been scratched for independent retail opportunities in merchandising and servicing, the merchant who wants to develop this relatively unexploited field has to go out and get the business with more effective selling methods.
What constitutes more effective selling methods is to a large degree determined by the retailer's objectives, store policy and the character of the community.
As it applies to the radio-appliance industry, radio is the pass key that unlocks the door to sales for many dealers. What points up this fact is an analysis prepared by the Columbia Broadcasting System of a coast-to-coast extensive and intensive survey by Radio and Television Retailing, in which 1306 local merchants, widely distribtued across the country and o|>erating at all volume levels, were represented.
l^ Question: In your radio campaigns have you found radio advertising profitable in selling the goods advertised?
Here are the answers of the dealers to this direct question:
PROFITABLE : ^^^HIHBHJ^^ 60 % UNDECIDED: ^^^^30% UNPROFITABLE : ^ 8 %
"In view of the fact that only 9.8% of those broadcasting have discontinued the use of radio altogether," writes Radio and Television Retailing, "it can safely
be assumed that the bulk of the 32% who are non-committal received satisfactory results from going on the air. Furthermore, about one-third of the 9.8% who quit this form of advertising were forced to do so because of lack of merchandise."
Today, as stocks are being replenished and scarcities disappear, radio-appliance dealers are out to develop more effective selling methods, and many of them plan to make use of radio facilities. The survey reveals, too, that many of those already on the air plan to use more radio in getting their sales stories across to the public.
There's no question but that merchants who have sufficient quantities of goods to sell, and who allot a reasonable part of their advertising expenditure to radio, find that broadcast advertising is profitable in selling merchandise and in building prestige.
An outstanding example comes from the Pizitz Department Store, Birmingham, Ala., whose radio activities and experiences are written up in the January 1942 issue of Radio Showmanship (p. 6).
"Three years ago our major appliance department did $25,000 w^orth of business a year," writes the store's advertising manager. "It will hit $300,000 this year! Of course, not all of this is due to radio, but a great deal of it can be attributed to this one medium. Two programs push this department. In Hit Parade the de
OCTOBER, 1947
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