Sponsor (Apr-June 1959)

I Capsule case histories of success^} local and regional radio cam) ULTS RESTAURANT SPONSOR: Bimbo's Drive-In Restaurant AGENCY: Direct Capsule case history: Bimbo's Drive-In Restaurant decided l<> advertise on WDGY, Minneapolis, for its grand opening. Bimbo's is located in Anoka, a small community about 20 miles north of Minneapolis-St. Paul. The restaurant bought 30 one-minute announcements from Thursday through Sunday. Included in the content of the commercial was the fact that d.j. Dan Daniel, "The Tall Thin Texan," would he at the place 7-9 p.m. Friday. Result: Bimbo's operated at capacity business mil onl\ during the hours of the personal appearance, but throughout the entire evening. Business amounted to $400 — a large sum for a place this size in one evening. But even more important to the restaurant the first evening was Bimbo's immediate recognition bj tinpeople of Anoka and surrounding communities due to itschedule on WDGY. The momentum of the opening, the manager reported, helped to make Bimbo's Drive-In a very successful operation within a short period of time. WIM,V Minneapolis Announcements APPLIANCES SPONSOR: Turner's TV & Appliance Shu, AGENCY : Direct Capsule case history: In a special campaign to promote the sale nl appliances, Turners of Merced, California, broadcast a remote from 9 a.m. to (> p.m.. from their -hue. \ia KWII' Kail i' i. also uf Merced. California. Disk jockexs Johnny Borba and Jerry O'Neill greeted over 6,000 residents of the San Joaquin \ alle\ who came inlu the store during the broadcast. The radio station had their KWII' downs entertaining during the da\ and also had the radio station's searehlighl lighting up the area in the evening. Turner's, in conjunction with thi remote broadcast, had a special sale on Hoffman radio and t\ sets. KWII' salesmen interviewed i ustomers as the) walked around the store and also demonstrated the various appliance-. Said one of the store representatives, '"I lii i the greatest public response Turner's has evei had, I'm going to ask Maxwell Hurst, I president "i KWIP), to let me borrow O'Neill and Borba as salesmen." KW IP, Merced, Cal. I', .gram SEWING MACHINES SPONSOR: Atlas Sewing Center AGE-NO Df Capsule case history: The Atlas Sewing Machine Cente: Mobile, decided to try radio in its market. I p until tk time only newspapers had been used. Atlas placed a te-j schedule on WMOZ, Mobile, for one week: the schedV consisted mostly of 60-second announcements during afte noon slots. Copy pitched both the Atlas sewing machinand vacuum cleaners. No special inducement was offereReaction to the schedule was immediate: \tlas recefre some 500 phone calls and over 500 letters in a wed time. These prospects were followed up b\ the \tlas salemen and 40% of the leads purchased either sewing machiiv or vacuum cleaners. Atlas is now using schedule oi regular basis on the station and Frank J. Pellegrino. All: Sewing Machine manager, reported: "'WMOZ ha~ been completely successful medium for us and has consistent supplied our sales force with good prospects. Such can paigns have become an integral part of our business \\ MO/. Mol.il, VnnouncoM RESTAURANT SPONSOR: Buck's Restauranl \GENCV: D Capsule case history: More than l\\c \ears ago the Bucli Restaurant of \-he\ ille. N. (... purchased a five minutest menl in WW NC's Top <>' The Morning, featuring KeadW son as host. \l that time Buck's was ju>t another drive-: restaurant employing 20 people. The restaurant now boathree large dining rooms as well as enlarged dri\e-in fan ties including tele-tray service. Up to 3.000 meals a day ar served in addition to a catering service specializing!' picnic and banquets. Seventy-five regular employees cor prise the stafl plus 15 part-time people during the siimirr tourist season. In the five years Buck" ha been adxertisi on WW NC. the restauranl has quadrupled its business. I to 75', of the drive-in's advertising budget i devoted' radio. <'nl\ a small portion goes to new -paper-, the remai ing to billboards and t\. '"W W N( ha been a major fart in bringing the customers to buck s. ' said the <>wnr WW NC. Vshevilli IM R< II \SE: fan «poi i:: SPONSOR 4 APRIL 1959