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CHRISTMAS PROMOTIONS
Here is a collection of successful merchandising ideas used last Christmas in a variety of business fields.
Home Furnishings
CHRISTMAS TAPESTRY How a special holiday promotion changed a retailer from a dyed-in-the-wool newspaper advertiser to a booster-for-radio is the story of the Art Decorating and Furniture Store, "Southwestern Oregon's most popular furniture Store/'
Up to the Christmas 1946 season, Art Decorating had used spot announcements over KOOS, Coos Bay, Ore., on a limited schedule, with about one a day its average.
To promote Christmas gift sales, Art Decorating was willing to give A Christmas Tapestry a trial, and results changed the sponsor from a spot-a-day account to a program account.
A simple half-hour script program for general listening turned the trick. Christmas stories were combined with three 75word commercials directed primarily to adult listeners.
AIRFAX: Programs were narrated by KOOS staff announcers. First Broadcast: Noveniber 24, 1946.
Broadcast Schedule: Monday through Friday, 3:003:30 p.m.
Preceded By: Heart's Desire.
Followed By: Music.
sponsor: Art Decorating 8c Furniture Co.
Station: KOOS, Coos Bay, Ore.
Power: 250 watts.
COMMENT: For the advertiser who is new to radio, the peak buying season of the year represents a splendid get-acquainted-with-the-medium opportunity. Many sponsors have found that what works well on a seasonal basis is equally productive throughout the year.
Manufacturer
CINNAMON BEAR For sponsors from New York to California who wish to direct a holiday promotion to the juvenile audience and indirectly influence the buying preference of the parents, Paddy O'Cinnamon has been a first class attentiongetter and salesman, and the Cinnamon Bear is more or less a tradition in SO or more cities in the country.
In many instances, department stores have used the Cinnamon Bear as the motif for Toyland. Among the stores in this category is the Wieboldt Stores, Inc., Chicago, 111., who has used the series for nine consectuive Christmas seasons. What works in a metropolitan area has been equally as successful in smaller markets, as indicated by the fact that Paddy O'Cinnamon and the Barton Twins in their search for the silver star have become as much a part of the Christmas tradition for Fort Dodge, la. moppets as Santa Claus himself. For over six years, the program has been a regular Yuletide feature over KVFD.
What the Cinnamon Bear has been able to accomplish as promotion for an entire toy department, he has also been able to achieve for a single toy. One example comes from KFNF, Shenandoah, la., where the series was sponsored in 1946 by the Dale Company, Chicago. What the sponsor had to push was one single item of merchandise, a miniature grand piano. Through the Cinnamon Bear series, the sponsor created a demand for the toy piano among the youngsters and clinched the sale through two oneminute commercials directed primarily to the parents.
Commercials gave complete descriptions of the toy and either cash or C.O.D.
OCTOBER, 1947
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