Sponsor (Apr-June 1961)

Capsule case histories of successful local and regional radio campaigns RADIO RESULTS OFFICE PERSONNEL SPONSOR: Kelh Girl Service, In,. VGENCY: Direct Capsule case history: kcll\ Girl Service. Inc., one of the leading temporary office services in the country, decided to place a campaign on K.DK A to remind businessmen and executives in the Pittsburgh area of its full line of office help: secretaries, stenographers, typists, comptometer operators, key punch operators and other clerical workers. Schedule was for four one-minute announcements per week on Rege Cordic's 6 to 10 a.m. show. Cordic and Company, which features comedy skits, service features and music. Commercials, with a clever opening to "Mr. Boss/" pitched >|iced and economy. Results, according to A. W. Leonard. Pittsburgh branch manager for Kelly: ''Our spots on KDKA increased our dominance in the market. We began to notice a sales reaction from the very first week of the schedule.'" After two months on the air. a careful check by Leonard showed that the radio advertising on KDKA had increased business a full 25'f for Kelly Girl Service. KDKA, Pittsburgh Announcements FOOD SPONSOR: Trout Foods, Inc. AGENCY : Dir« Capsule case history: Over the past 10 years. Troa Foods. Inc.. distributors of pretzels, potato chips, corn curU cookies and like products in Reading. York and W ilk. Barre. Pa., has grown from five employees and three truck to 28 employees and 17 trucks. The real growth period be gan three years ago when Trout intensified its radio car paign and allocated 80'/ of the ad budget to WEEU fo sponsorship of Paul Harvey, the station's network coo program, broadcast Monday through Friday from 1 :()() to 1:15 p.m. "Almost without exception we find grocers tuned to our show."" sa\s Charles I). Trout, president of the company. 'This alone is an excellent door-opener, but more importantly it pre-sells our products and lends tremendous prestige to us as distributors." With radio a kev factor in sales. Trout Foods' volume of business has grown 400 percent in the past years while its number of employees has increased five-fold, making it a leading area distributor. WEEU. Reading, Pa. Prosra OFFICE SUPPLIES SPONSOR: Roberts Office Supply Co. AGENCY: Direct Capsule case history: With many office supply firms relying largely on direct mail, if they advertise at all. Roberts Office Supply Co. of Portland. Maine, has realized outstanding sales results by sponsoring classical music on WMTWFM. The firm attributes its success over the fm station to two factors: ll A high percentage of listeners are executives: and 2 I the station's tri-station coverage (Maine. New Hampshire. Vermont I. Richard Walker. Roberts' president, said: "WMTW-FM's coverage has given us access to new prospects not usually contacted by our salesmen in their routine calls, and has racked up for us major sales to customers who otherwise would never have heard of us." Recently, a new firm in the small resort village of Jackson. \cu Hampshire, requested a salesman and subsequentlv placed a substantial order, based on a commercial. Tremendous tri-state sales of this type have made the Portland office suppl) company's costs for advertising negligible. WMTW-FM, Portland. Me.-Mt. Washington, \. H. Program (.2 BANK SPONSOR: Liberty Bank of Buffalo AGENCY: Direct Capsule case history: The Liberty Bank of Buffalo, New York, used an intensive schedule on WEBR to build traffic on opening day of its "Glass Bank" branch. The bank bought a campaign in Trafficopler Reports during evening rush hour. In addition, the bank ordered a special remote from the bank lobby the evening before the opening, the Hank of the Rendezvous Show, which ran from (i:"0 to 8:30 p.m. On the basis' of past performances, the hank managei projected a total of 2,500 people to be expected on opening day. But a conservative estimate of the traffic that pas through was over 4,500, according to bank officials, with a high percentage opening new accounts. Joseph T. Frapp. v.p. of Libert) Bank, said: "The tremendous turnout and the number of new accounts was directly traceable to <>m promotion over WEBR. No other type of concentrated ad vertising could have produced these results." The BufTal* bank expects to continue radio advertising on the station Vt'KBK, Buffalo Announcements & Prog'ran SI'ONSOK 3 \PRIL 1001