Sponsor (Apr-June 1959)

MILLER (Cont'd from page 39) were going to pick this audience up, or gain identification with it. as a matter of course." Miller and \\ ildroot were the show's first sponsors. They signed up for 26 weeks starting in October. I()57. From the beginning, Miller saw the show as a sort of $1.5 million point of sale piece which had to he merchandised like any mass displa\. that is, to the retailer. The on-premise retailer was Miller's prime target. The format of the show (filmed matches with top pros across the country I gave Miller several merchandising clues. First and foremost, Miller had to get the show tuned in I h| ween 5-6 p.m. on Saturdays. \\ hal s more, it had to rivet attention to the show. Solution : Tipoffs on the action. "A golf show offers two things primarily, sa\s Ball, "suspense and instruction. If we could hold out a definite promise of both, we could keep the show tuned in, to our benefit, and keep customers at the bar, to the benefit of the retailer." . . and WOC -TV FOR BEST COVERAGE IN THE NATION'S 47th TV MARKET (Davenport, Iowa — Rock Island — Moline, Illinois) The Largest Market between Chicago and Omaha . . . Minneapolis and St. Louis . . . the 47th TV market in the nation. Population 1958 1959 Effective Buying Income* 1958 1959 1,599,500 Increase — 32,600 Increase $2,879,387,000 $210,551,000 TV Homes Retail Sales" 422,800 438,480 Increase — 15,680 $1,918,167,000 $2,042,037,000 Increase $123,870,000 'Sales Management's "Survey of Buying Power — 1959 Col II | Pilmet President n ' Sender! Resident Manager P*x Shaffer Sjki Managci WOC-TV is No. 1 in the nation's 4^th TV market — leading in TV homes (438,480), monthly coverage and weekly circulation — day and night ■ — ■ as reported in the Nielson Coverage Service No. 3, Spring, 1958. For further facts and latest availabilities, call your PGW Colonel . . . NOW! Ml I IINDORF ROCK ISI INI MOLINE EAST Mm l\F WOC-TV Davenport, Iowa Is part of Central Broadcasting Co., which also owns and operates •"HO TV and WHO Radio, Des Moines, Iowa Strategy : Distributor letters well in advance of each show citing highlights— a hole in one, a spectacular fairway shot, some unusual difficulty. For example, will Casper sink the putt he needs to score? Only the bartender knows. Results: A solid talking point for distributor salesmen, a handv leverage for getting point-of-sale pieces displayed plugging the show, a lot of enthusiasm among bartenders, tavern owners, club managers. Advance filming of the show also enabled Miller's to make use of a dial-type, point-ofsale piece which lined up players' names. I See cut page 46.) When Reynolds Metals joined Miller as sponsor the next \ear 1 October, 1958i. it applied the same strategy but in a more rarified atmosphere. The connection between golf and a company executive is fairlv logical, and he is Reynolds' target. Says president Bob Reynolds, "When we know there's a show in the can with Sam Snead making a terrific blast out of a sandtrap. our salesmen know which companv presidents have broken golf sticks in the same spot. ^ mi .an be sure the\ remind them to watch the show on the promise that they'll realK learn something." In its second year with the show, Miller refined its merchandising approach even further with: • Ball markers. A giveaway item for on-premise retailers, club pros and managers, these are light metal objects in the form of the Miller logo. The coinpam purchased l1^ million of these for $4,300. • Golf booklets. Small, pocket-size booklets containing golf tips were made available to club managers and pros. They were offered on the three broadcasts last winter. Results: 65,000 requests so far with inquiries still ((lining in. • Billboard streamers. Strips added to Miller billboards gave local date, time, channel. • Greater participation In club owners. As benfits of the show to clubhouses became more apparent. mam owners and managers started using their own ingenuity. One manager, whose green wa used for filming a series "I matches, Held his own "Junior All-Star Golf Tournament" one Saturday, then trooped players and spectators to the clubhouse to watch the show and compare scores. 76 SPONSOR 27 junk 1959