Radio showmanship (Jan-Dec 1947)

lies Medium for Laundries Three separate campaigns, with oneminiite as the time imit, are presented in Special Report No. 154. Weather Spots Foiu' announcements, two general, one for use on a rainy day and one for pleasant weather, provide the basis for the weather spot announcement campaign. What provides variety and interest is the fact that there is a possible variation of 115 different attention-getting leads based on a jingle, proverb or prophecy about weather. It is suggested that wherever possible these weather spot announcements immediately follow a radio station weather report. The following commercial, written for a bright, sunny day, ilhistrates the basic approach. As long as the day is bright, it can be tised in spring, summer or fall. CHECK YOUR FILES A number of successful campaigns for laundries have been reported in previous issues of RADIO SHOWMANSHIP. Station Breaks For over seven years the Johnson Laundry, Albert Lea, Minn., has used time signals over KATE, on a midmorning, noon and 6:30 p.m. daily schedule. Johnson's advertising is mainly for its fur storage, remodeling and fur sales, the name sufficing for the laundry. (9-46, p. 320.) Dux Dry Cleaners, St. Paul, Minn., used a schedule of 14 daily 15 -second spot announcements on WMIN on a 52-week schedule to promote new business. Radio was used exclusively in the campaign. (6-45, p. 214.) General Campaigns Dollars and cents check of radio cost against monthly volume of business directly attributed to radio convinces Darrington's, Allegany, Ore., of the value of broadcast advertising. Campaign was aired over KOOS, Coos Bay, Ore, (9-46, p. 310.) A co-operative venture with merchandising and promotional angles serves institutional purpose for Hamilton (Ont.) Launderers & Dry Cleaners branch of the Chamber of Commerce. Series was aired over CROC. (8-46, p. 270.) ^#^«^#^#s#^#s#^#s4 ANNOUNCER: Speaking of the weather — have you heard this old weather (jingle proverb, prophecy?) The weather doesn't make any difference to 's Laundry. We wash and iron your linens and clothing in all kinds of weather. And on pretty days, do you want to be chained down to the hard labor of washing and ironing, when you might be out enjoying the fresh air and sunshine with your children, your dog, or even by yourself? 's Laundry can make that leisure time and opportunity possible. Phone for a repiesentative to call to explain our various services. 's Laundry is your allweather friend. A wide choice of jingles, prophecies and verse is possible, with 90 for different months of the year, plus 25 general ones that may be used at any time of the year. Household Hints This campaign consists of four basic spot announcements to be rotated, with a different household hint as the attention-getting lead for each broadcast. Included are 100 different household hints which may be rotated and repeated, with the iLse of specific hints determined on the basis of timeliness and appropriateness. Hints are to be alternated, with a general household hint used one day, a fabric hint the next day. With the household hint as the lead, the commercial is introduced as a second household hint. Spots Combining Laundry-Dry Cleaning Service Six different spot announcements are offered for this series, with "They Just Naturally Go Together" as the gimmick for one of the six. Example: "ANNOUNCER: (Crescendo) THEY JUST NATURALLY GO TOGETHER! Ice cream and cake . . . peanuts and popcorn . . . meat and potatoes . . . laundry and dry cleaning! Some clothing and fabrics require careful laundering. Others need expert dry cleaning. So here at 's Laundry, we furnish both types of service. No matter what you have to be cleaned . . . from overalls and work clothes to tuxedoes and evening gowns; from playsuits and sweaters to linens and towels, ONE CALL DOES IT ALL." There are 25 go-together phrases, so that the one spot announcement can be used as the basis for a complete, continuous broadcast series. The other five announcements can be rotated as a separate series, or the entire set of six spots can be alternated. NOVEMBER, 1947 • 373 •