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pMOTES
HARDWARE
to talk about the values available.
'Recently the program had a call from a woman who was practically bubbling over with enthusiasm about a lawn swing she had purchased at the store for $39.50. As it happened, she had called with the correct answer the week before, and during the course of her conversation with Tom Frank she asked if the store carried lawn swings. This particular sale was at' tributed directly to the program.
The sponsor, Phillip Lipinsky, believes that the most effective type of commercial for the show is the spontanous type of enthusiastic discussion about the store, ad libbed by the announcer. Tom Frank makes periodic visits to the store, which is one of Greater Lowell's largest. He selects various departments and items to talk about and frequently chats informally about them with the various persons who phone in with the answers. There are occasions when specials are referred to; but generally the copy is institutional in nature. It serves to keep the name of Scott Hardware before its public.
Scott Hardware Company was founded in 1901 and has been in business constantly since that time. The present management took over the store on June 26, 1946, and has spent a considerable amount of money and effort in making this store Lowell's finest hardware store. The site was enlarged and modernized, and a new store front entirely changed the former set-up of the old type hardware store into an up-to-date merchandising establishment.
The store used its first radio advertising on December 13, 1948, and has been enthusiastic about results obtained. Lipinsky of Scott Hardware has always be
lieved that radio advertising is effective only if it is used consistently over a definite period of time. He feels that commercial messages must be pithy and timely. The Scott Hardware Company has such a widely diversified ' stock that there are always on hand in quantity and variety the items that attract the interest of the buyer.
In addition to its radio advertising, the store uses other media as well. Newspaper ads have been used, and Scott's has also developed a very effective "point of sale" campaign using attractive posters and cards within the store.
As for promotion of the show itself, the hardware store has boosted it through attractively painted signs and displays within the store and at various other locations in Lowell such as the lobbies of theatres, and other public places.
Both the format and the broadcast schedule of the program have combined to aid in its success. The show is preceded by Noonday News, of national and international import. It is followed by Local Merrimack Valley News. The specific time for the show following the 12 noon news was chosen because it is a period in the industrial area when many people are at home having luncheon and are looking for a program featuring good music and a little game to play.
The particular type of show was selected to build store traffic in the new and modernized Scott Hardware Store. Response to the show has been exceptionally good and serves the several purposes of promoting the Scott Store, providing entertainment for old and new customers of the company, and promoting considerable interest in the winners of the contest each day.
AUGUST, 1949
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