Radio showmanship (Jan-Dec 1949)

Bell and Howell has held for years in the professional photographic industry." OTHER ADS USED No other radio promotion has been used besides the spot announcements, although the sponsor has used newspaper and mag' azine advertising to promote the Filmo. However, this big radio sales idea has brought in an abundance of sales and dealer-good-will. To promote the star-studded package, literature was sent to dealers and radio stations. A letter was sent to all dealers in areas covered by the Bell and Howell series of spots, it included a folder and transcript, and gave the broadcast schedule. It then suggested, "Dont' lose any time in investigating this remarkable opportunity to tie in with our powerful promotional program . . . study the enclosed folder and transcript of star spot recordings with suggested announcer copy ... fill in the attached order blank . . . phone your local radio station today. Act now to take advantage of this unequalled offer to help you build record sales." SIMILAR LETTER A similar letter was mailed to dealers in areas not covered by the Bell and Howell schedule. Including folder and transcript, it gave the same suggestion, but began by stating: "A powerful sales-building tool is ready for your use! Now you can put Hollywood pulling power to work for you via your local airways." To radio stations all over the country, the camera firm mailed the following letter, including folder and transcript: "There's real customer potential in the new Bell and Howell spot radio program described in the enclosed folder. Bell and Howell dealers in your area are now being offered this material for their own radio spot announcements. "You'll find that it will pay to contact these ready-made prospects without delay they're in the market for radio time." Mrs. Ostrom sent a letter to dealers who ordered the star series, in which she warned them to "be ready for potential customers when they come in . . . back up powerful advertising appeal with convincing demonstrations ..." SALES MESSAGE A top-notch sales message went out from Virginia Morrill, sales promotion manager of Bell and Howell. To all B & H dealers she advised, "Use Hollywood to sell for you via your local airways. Recorded personal preference of famous movie stars will bring the crowds to you for Filmo cameras and projectors. "Favorable reaction is reported by hundreds of Bell and Howell dealers now using the Hollywood Heritage story. Don't miss this chance to increase sales and good will . . . put Hollywood pulling power to work for you. "Cash in on your opportunity now! You can't afford to overlook the high sales potential of top-name endorsement. Read the enclosed folder for full information on the star spot recordings and suggested announcer copy ... fill in the attached order blank . . . phone your local radio station today!" BROCHURE SENT In addition, a brightly colored brochure was sent to all B & H dealers stressing the fact that film capital celebrities work for them, and the important factor that the only cost aside from air time was $5. The whole idea — from the spots run by Bell and Howell to the ones purchased by their retailers has been the kind of sales promotion dealers dream of receiving from their manufacturers. It has been profit' able for the camera firm, the dealers and radio stations which carried the spots. A triple-threat program, it has received commendation and testimonials from dealers all over the country. It is an outstanding example of the results which can be achieved when showmanship is used on the radio air waves. TESTIMONIALS » 10 RADIO SHOWMANSHIP