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Maremont had spent 1958 merchandising the sign to its 60.000 franchised dealers, backed up by six advertisements in Saturday Evening Post and Life calling attention to the alloy-coated muffler and the sign. Trade advertising was also used extensively last year.
"But the only way to really make our point about longer muffler life." says Wolfson, "was to demonstrate it. You can't draw a picture of it; you can't describe it in words. You have to show it."
Other requirements: curb sign recognition, and a springboard for merchandising to the trade. Selection of media had to provide a solution to all three requirements — demonstration, recognition, trade merchandising.
The tv plunge has required a tripling of the ad budget. The schedule will be spread out over a year's
time. It includes 12 live participations in the Jack Paar Show beginning I March; 13 on Today, beginning 26 February, both on NBC TV. The one minute announcements will coincide with prime muffler buying seasons. The peaks occur in spring and fall.
While Maremont is reluctant to discuss the actual figures involved in the network purchase, sponsor estimates a total cost of $162,000 for the package.
Here's how the use of tv is geared to the interlocking problems of demonstration of the "acid test," recognition of the curb sign and merchandising to the trade:
Tied directly to the tv schedule is a merchandising campaign that starts with the wholesale parts distributor and filters down to the consumer.
First step, according to Wolfson, was to make a 30-minute color movie
for showing to the wholesalers and
jobbers. It contained sample kines of the demonstration commercials b\ the announcers on the two shows and the pitch by Paar and Garroway.
\\ bile the first of these commercials will not appear until 26 February, they are ahead) in promotional use.
This film was shown to the Maremont sales force of nearly 100 in Chicago the week before Christmas. They were also shown other merchandising tools:
• A "topper" for the service station curb sign. A two-sided spinner. it plugs Paar on one side, Garroway on the other.
• A trade news bulletin, "Exhaust Echoes," created for the promotion.
• Trade announcement letter from Maremont.
• Second announcement letter (to wholesalers and dealers) signed by Dave Garroway (Today).
(Please turn to page 69)
MERCHANDISING PRACTICE IN THE MUFFLER BUSINESS
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MAREMONT FACTORIES
AUTO PARTS DISTRIBUTOR
(WHOLESALER)
AUTO PARTS JOBBERS
Auto
dealer;
10%
ALLOY -COATED
AREM0MT MUFFLERS IJCOATED MUFFLERS or*.
CONSUMER
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m.
SELLING WHOLESALERS, JOBBERS is vital first step. Maremont sells them with advance kines (like Hugh Downs' pitch for Paar show)
DISTRIBUTION PATTERN shows levels muffler merchandising must filter through. Maremont uses tv promotion to sell wholesalers, jobbers on educational program for dealers. Curb signs with tv "toppers" are merchandised to dealers for ready consumer recognition
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7 FEBRUARY 1959
39