Sponsor (Apr-June 1964)

\o impress the buyers I «. > i chains with outlets m his lometown ol Worcester, he boughl a brace oi radio mmercials on Worcester's WAAB, WN1 B, w I AG, ul for good measure tossed in a few 1,000-line ads the u on ester Telegram & Gazette and Providence journal & Bulletin, rotal cost: $3,000. By mid-October, Jifoam had gotten 50 percenl listribution in that market, and bj the end of the >nth, in Providence alone, Jifoam had racked up (20,000 sales, and $30,000 in November. I he point lid not escape the hold-out buyers: one Providence .ham bought 1,089 eases for $12,590.80, sold them (19,461.82, realized a tidy profii ol $6,871.02. (■roup W had gotten a sniff of the wind, and W BZ salesman Don O'Shea tracked down Modes in November to work out a post-Christmas push in the mntry's fifth largest market Boston. "We figured," Shea said the other day, '"that this upstart had bet:r tie down all the vacated spots before the January sh started."' As a result. Shelco latched onto a superb" schedule of 12 weekday minutes plus IS ID's rvery fourth week in some of the choicest slots, meanvhile instituting a holding action in Providence ol five pots a week on alternate weeks. ( lo back up WBZ l\. 10 alternate week minutes were added on WN \( I V Boston. ) In January, Carpenter com meed a neighborhood riend, William (i. (rook, to become his sales v.p rivk had just retired as New England manager ol S Steel, but in March he rose to the challenge and ame out of retirement Boston kicked off Jan. 6, (rook notes, and by he end of the month, had brought m $9< >.<><>(). I uar\ was even better, with $160,000, and March Deter still $220,000. While Boston was firming up. Hodes added W I l( ■•i *<■//% i.'t S1.4V foi 16 ounces us agaii .'■. . v lltirtilv priced i/\ an impulse ilt m, Jit.>,mi further• n\n\ to buyers •■■ ■■ every '<• >' /).»n \ introductoi s ■ Us heavily-advertised Don 5.x unit tales, lux dollar volume. Safety, ease, economy are stressed in Jifoam commercial*. "No other oven cleaner work, a, quickly, safely or at easily so safe that it can be used without rubber gloves." I V Hartford with si\ week!) minutes, five weekly minutes each on WNH< l\ Nev, Haven and \\( sil l\ Portland, and schedules ol seven minutes alternate weeks on \\ \| I \\ l\ Poland Springs M. WM1 R l\ Manchester. N.H., and WWLP-TV Springfield, Mass. By the time the first 13 weeks were up, lifoam had spenl $49,000 in spot television More was to come On March 16th, Jifoam bowed on WTE1M i\ Albany and WRGB-T\ Schenectady, WPTZ-TN Plattsburgfa and some radio stations in between with a total $20,000 schedule On Vpril 13th, the drive moved into the Syracuse-Rochester-Buffalo-Bingham ton area. Meanwhile. NeVi I ngland has Iven cut back to $30,000 for the second 13-week cycle "since we proved our point and cracked every chain.*1 I here'll be a t\ hiatus starting in June, when the whole campaign switches to radio Reason Jifoam works beautifully on outdooi charcoal grilles, ti Shelco would like to tackle the lush Vw York City market, but won't do SO for the tin'. I new New York I ire Department law gOVemil sol packages would require shelco to relabel the product, even though its present label carries I |)\ ipproval. "W< n inclined to let the big packers tight the battle for us." (rook points out. implying that the \ i I I) may have to back down. John Carpenter thinks he can make Jifoam a four tO Bve can a >ear habit (each can doing t.uir complete Stove cleanings i He appeals remarkably sanguine about the competition, and professes no temp' to wanting to be boughl out by One reason may be thai his computers told him that the present $12 million market could I come a $75 milium market by I id as I, ■ he can continue to gel Ins daytime minutes at the lowest possible ('I'M. he'd like to stiek around . what happens." Without television,*1 he adds -till be terinfi around in Woburn." ■ lay 4, 1964 35