Sponsor (Jan-Mar 1961)

RADIO RESULTS Capsule case histories of successful local and regional radio campaigns FURNITURE SPONSOR: Martin Strange Furniture Store AGENCY: Direct Capsule case history: All-night radio programing paid off handsomely for the Martin Strange Furniture Store of Indianapolis. A new store in the city, it needed unusual exposure to attract customers and Robert Ohleyer, station manager for WISH, sold the outlet on the idea of an experimental all-night remote program from the store itself. Scheduled from 1 1 :30 p.m. to 6 a.m., listeners were alerted to sale items and told that the store would be open during the entire remote show. Results: The adver. brought over 500 people to the store during the early hours of the morning in the first few weeks alone, and the sponsor found that there was a wide open market for a store that could service buyers who ordinarily cannot shop at regular hours. Volume was so tremendous that the furniture store had a difficult time at first handling the orders. The store has now j i a red a good part of its selling to nighttime, and with the help of WISH, has become a leading furniture outlet. WISH. Indianapolis Program WATCHES SPONSOR: Rogers Jewelers AGENCY: Direct I Capsule case history: For more than 10 years, Rogers Jewelers of Evansville, Indiana, has been a steady user of WJPS. During this time, it has met with continued success in jewelry sales, employing both special promotions and regularly scheduled spot announcements. At the same time Rogers has used newspaper but with negligible success as was the case with a recent Christmas promotion run to hypo sales for Elgin watches. Prior to both media purchases, watch buying had been decidedly slack. The concentrated radio campaign reversed the over-all outlook and turned in a tremendous record. Watch business for December, 1960, compared to the same month in 1959 was 40% higher and the company is "100% sure it was due to the WJPS promotion for $19.95 Elgin watches," Mike Ellenstein, executive of Rogers, reported. "The people asked for the Elgin watches advertised on radio. It has been our most successful promotion in the last 10 vears.1 WJPS, Evansville Announcement* TRAVEL SPONSOR: A & B Travel Agency AGENCY: Direct Capsule case history: WELI, New Haven, Conn., has proved for two years that radio can sell high-priced luxury items. During the month of September, the A & B Travel Agency ran 120 announcements on the WELI Bud Finch Show telling New Haven listeners of a Sunline Cruise on the S. S. Independence. The American Export Lines allotted 40 rooms for WELI listeners who wanted to take this 23-day trip to such ports as the Canary Islands and Casablanca. Prices ranged from $540 to $668. Within the first seven days all these rooms were committed and there was a waiting list of 200 people. An additional allotment brought the total number of rooms up to 55. On 31 January. Bud Finch, Dick Davis, pres. and general manager of \\ III. plus 105 persons, allerted to the cruise \ ia WELI. will set sail from New ^ oik. What this adds up to in dollar terms is that a $2,000 advertising expenditure attracted $60.1 KM I worth of business. Last year's trip was equall\ successful. WELI, New Haven Announcements 50 HOUSEHOLD APPLIANCES SPONSOR: Conde Hardware Co. AGENCY: Direcj Capsule case history: Conde Hardware store of Watertown, New York, purchased two remote broadcasts over WWNY featuring the station's women's commentator. Dorothy Parr, to promote a big two-day appliance sale. The programs were on the air both days of the promotion, from 9:30 to 10:30 a.m. F. Ehrenzeller, mgr. of the store's appliance division, reported: "We were amazed bv the results from Dorothy Parr's broadcasts. Her announcement that our new Frigidaire was so frost-free that even the frozen grapes we placed in them would not stick together, resulted in o\er 50' < of the people coming into the store asking to try the grapes. This was only on the remote broadcast tha morning and it had a direct bearing on our frigidaire sales It was a good sales device, bul it also required Doroth Parr's impact to make it felt." The sale was also adver tised in the newspapers, but the \\\\\^ segments, costin considerably less, produced most of the sales for the store. WWNY, W.it.rti.wn. \. Y. Program! SPONSOR (i FEBRUARY 1961 .