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Sales Result From "Man On Street"
A snappy combination of interviews, stunts and prize awards in the man-in-thestreet manner is providing not only new outlets and sales for an Ohio biscuit firm, but also a smooth tie-in between sponsor's name and that of Ihe show.
"Strietmann Street Man" is the year-old vehicle which is currently introducing the name of Strietmann Biscuit Company, Cincinnati, Ohio, to new stores and increasing business for this established baking firm. It's not the first time this sponsor has used radio as an advertising medium, but it seems to be the show he has been looking for. He started using radio some years ago, tried several different types of radio shows, and finally settled on the street man idea. It has been a steady sales puller and Strietmann booster since its inception in September, 1948.
DRAWS CROWDS
When the show was first aired last year, it amazed everyone by drawing a crowd of between 200 and 300 people every day in front of Loew's State Theater in Norfolk, the site of its broadcasts. Program preduced immediate response for its sponsor right from the first.
Way the program works is this: the Strietmann Streetman, Blair Eubanks, and the Strietmann hostess, Ailine Nestor, broadcast six days a week during the Fall and Winter seasons. Program is aired from 1 :30 to 1 :45 P. M. under the marquee of the Loew's State Theater in Norfolk. It is the standard man-in-the-street inteiview type show, and all participants in the broadcast are given a Zes-To-Gram, which can be redeemed at their grocei's for a package of Zesta crackers . . product of Strietmann Biscuit Company.
At the conclusion of each interview, the participant is asked the "orchid question" ... a single question which is selected for each broadcast, and which usually has a numerical answer. Recent orchid query requested the height of the Washington Monument. Answer was 555 feet. Person coming closest to the right figure is the winner of the orchid. Flower is presented at the conclusion of the program.
During the summer the Street Man was broadcast just three days a week, Tuesday, Thursday and Saturday. However, on the six-day schedule which is running currently a special plan is followed. One day is specifically designated "club day," and the program for that day is previously tape recorded at an evening meeting of a civic club in the area. This innovation went into effect last season. At the club meeting, the recording is made a feature of the night's program; to promote Strietmann products, they are made a part of the evening's refreshment.
STUNTS USED
Just to make the show more distinctive and to add a bit of unusual promotion several stunts have been employed. At one time Blair Eubanks designed a special hat with a real bird cage on it, and presented it to WTAR Woman's Director Alice Brewer White. On another occasion he blindfolded a girl and presented her with a mystery prize. She was told it had a red ribbon around it and was very pretty. The young lady stated she would either put it on the mantel piece or take it to bed with her on a cold night. She was horrified to learn that she had won a live pig!
Another woman on the show declared
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RADIO SHOWMANSHIP