Sponsor (July-Sept 1961)

San Francisco, Portland, Seattle, San Diego, Fresno, Denver, and Phoenix, Some 100 stations — averaging four stations per market — are being used. Markets and budgets are determined on the basis of dealer organization, Volvo's existing share of market, its sales potential and competition, and other marketing factors which are analyzed by the agency in conjunction with the Volvo Import people. Budgets vary from 11500 per California sports car enthusiasts via radio stations in L.A., San Francisco, Oakland, and San Diego. The current campaign, however, is the first in-depth market-by-market invasion for the Swedish import. Since it's American debut, every form of media was tried out for Volvo — sporadically, in an attempt to do the almost impossible — for a product of this kind — an over-all national job. This method, says Sind. is "too SIND & SULLIVAN head Bob Sind is seen here with (l-r) media buyer Jean Simpson, Volvo Import ad mgr. John Kemna, and regional sales mgr. Win Dulles; and Volvo sales mgr. Dave Beesley looking over showroom display featuring commercial characters "Fred and Charlie" week in some markets to $5,000 per week in others. The buys include a variety of 20's, 30's and minutes on personality and disk jockey shows. Volvo was one of the first foreign cars to use air media — back in 1956 — when under the direction of its then agency — Advertising Agencies, Inc., San Francisco — introduced Sweden's four-wheeled pride and joy to much waste." He strongly recommended the current market-by-market plan which makes it possible, to. as the S & S president puts it — to "fish where the fish are." "For those whose sales goals are more modest, great selectivity and high concentration of promotional effort directed at specific markets is needed," Sind told SPONSOR. That this approach has proven successful in garnering for Volvo its share of; the import car market is evidenced in these market penetration figures: In New Jersey, Volvo represented 4.7% of the import car market in January, in April, 5.4%; in Massachusetts, Volvo had 2.6% of the market in: January and 4.6% in April; in Washington, D. C, Volvo's penetration was 0.6% in January and 3.4% in April; in Pennsylvania, Volvo had 1.4% in January and 2.2% in April. (R. L. Polk auto registration figures April 19611. During the past few years since its first exposure to American small car fanciers, Volvo sales have, in general, reflected changes in the entire import car industry. Sales mounted gradually until it reached its peak in 1959 — its best year — during which a total of 18,000 units were sold here. This was not far from the top sales goal of 20,000 units. (Although Sweden produces just under 100,OOC units, only 20% of this amount is slated for American distribution.) In I960, the year when all imports staggered under the blow of a mass invasion of the market by Americar compacts. Volvo sales also took a dij and the total number of units sold tallied up to 14,500. In the eyes of the Volvo people, the current campaign is tailor-made foij putting the little car on the right roac to sales success. Says David Beesley, sales manager of the import car firm, "radio has done a great deal to excite and stimulate dealer organizations so that their own efforts have increased sizably Consumer response speaks for itseli in the figures." He adds, however, that a well turned out piece of copy, or a well produced commercial is not enougl to do the trick in these days of heav\ competition. "Merchandising know; how is just as important as the crea tive approach," says Volvo's sale? manager. With this in mind, each market campaign is coordinated with a strong promotion drive with dealers conduct ed by an itinerant sales promotioi team dispatched by each of Volvo' distributors. Their programs include implemen tation of a cooperative newspape 40 SPONSOR 17 july 196;