Radio showmanship (Jan-Dec 1947)

{-Week Test for Meat Packer ing and closing idenlification of sponsor and product; a 'K)-sccond singing commercial (live) delivered by the Dixie Four in their own distinctive style; and a oneminiite spot of straight commercial continuity delivered by the program announcer, just before sign-off. Commercial concentration effective During the original, 13-week campaign, all conmiercial announcements were concentrated on two products— Harris "Aristocrat" Skinless Frankfurters and Harris "Swiss-style" Liver Sausage, emphasis always being placed on the fine quality and distinctive flavor. The peg on which this "quality" story was hung, was Valter, the Harris Swiss sausage chef, whose rare seasoning and blending technique was learned in Switzerland, where the world's best sausages were made (a true statement, incidentally). In addition, to tie-in the meat dealers and to help build backing at the retail level, each program was constructed to open and close with the announcement, 'Presented on behalf of the meat dealers of Central Indiana by the Sam Harris Packing Company . . . makers of 'Meats with Your Approval.' " (The Meats with Your Approval line is carried on all Harris trucks and packages.) Coordination of advertising effort Under Harris sponsorship, the Dixie Four made its bow on March 17 of this year. Initiated at the same time was a newspaper campaign consisting of 100line advertisements in six selected Harris markets. Insertions were staggered to provide Monday through Saturday publication. All copy hewed closely to the radio line, featuring Valter, the Swiss sausage chef and directing readers to the Dixie Four show. Shortly thereafter, the program was rounded out by placing on meat counters throughout the market area, easel-type cards picturing the Dixie Four and inviting shoppers to hear this pro gram made possible by their meat dealers. Window streamers featuring Harris products were also furnished retail dealers. To kick off the Harris campaign last March, a dinner meeting of the entire sales force, agency and station executives was held. At this session the advertising campaign and objectives were outlined in detail and the Dixie Four, appearing in person, did a simulated Harris broadcast, complete to the last cue and commercial. More of the same for fall season In mid-June, the Harris advertising program, in its entirety, was extended for a second 13 weeks. New continuity and new ads were created but the original theme and format were retained. As this is written, a second, 13-week extension is in the making. Some new frills will be added, including a selective, direct mail campaign which will offer a free coupon applicable to the purchase of Harris products, also frankfurter recipes suitable for filing and a picture of the Dixie Four. Essentially, however, the fall campaign will be "more of the same" with the four gentlemen from the Southlandaided and abetted by other media— continuing to sing the praises of Harris quality and "Swiss-style" sausage making. Judging by the steadily growing Dixie Four audiences . . . the frequency with which they are asked to "sing about the frankfurters" on their personal appearances . . . and the increased quantities of Harris meat specialties that are going into Hoosier market baskets, the Harris advertising and merchandising formula is a sound one. In that formula, radio looms large as a major ingredient. Howard C. Caldwell, president of the agency handling Harris advertising, has headed his own advertising and marketing company for 25 years, specializing in food accounts. NOVEMBER, 1947 • 381 •