Sponsor (Apr-June 1964)

Significantly, the first sorties into radio had been paid i>m with "investment money," but now budget ■ureases came from increased sales 1 .ist fall, much the same radio technique was used on wititM Chicago (Paul Gibson's talk show, both afternoons and evenings, "proved bcellenl foi us i K< us. k\im aiul KM K San l rancisco ("we ■arted earlj in September"); KN\ and KAB< I os Vngeles ("where, ■though there are so man) radio stations and so main l\ stations, oui returns were quite satisfactory anyway"). \ 'icallv tlat sales test" ol radio was conducted in March in Dallas. Warner reports. "And it we had anv doubts, that icallv cleared them up." Since Jungle Gardenia was alreadv earried b) Neiman-Marcus in Dallas (plus si\ i>r seven other outlets in ncarbv Fort Worth), there was no distribution problem. "Our target was simply to increase sales." Warner continues, "and we hoped we might build them 20 pereent over normal " Result: Even dollar invested m radio brought back soi K > to ''on percent moit dollars in sal What does it add up Since its insi hesitant cntrj into the New ^ oik marl ! I i denia has increased distribution from -'s outlets to more than .''H" \nd these aie all "the better stoi. from mam spccialt) shops to all department stores (including subui ban outlets) and rOUghl) the Inn best drug retailers in short, as Warnei puts it. "the cream oi the distributors in oui field." Since radio was also tried in othei markets last tall. Jungle ( iai denia's sales have doubled ev« month (using last year's sales as the base) I his year's s.ii^s are already a gOOd 50 percent ahead ol last year's total. I uither. the product name has achieved a new status and familiarit) never realized in its previous >ii vears. I his puts the eompanv on a much turner footing eompetitivelv in the $250 million fragrance industrv . Most important ot all. these cams were accomplished with something like hall the nioncv that had prc Vll. i. a/in, Practic R -n't total all Instead, h< pr< • and Ik inti In that means conlin ill lead;: die Ion pro ue when Jungle ( lard* n a ii aw. iv on am! tion shows "i it isn't all w arnei continues, ,4tho u§ pecl radio had a great deal to iU< with it." I 0 pla) sale, this fall he's R ing the Jungle Gardenia radio campaign in Dallas and planning further Schedules alone the eastern bo.ud in Philadelphia, Washington and Atlanta "What radio's (j mostl) b) creating an immediate demand at the counter is to \er> rapid!) complete our distribution in a wav that we COUld never h even with a SUDei Sale he conclude ■ Lanvin. Inc. scores summer's sales "steal" via radio, on WHN New York, by signing the Mets' Casey Stengel to lure "majority" buyers — men Beck. New ^ oik head ol the Katz Agency's radio department, thought up the blockbuster. I he) queried wiin client lanvin through its youthful a<\ manager Conrad Roth He quickly agreed the idea was • — if. Approached indirect]) at the stadium. Case) himsell nixed it at once, using non-perfumed Stcngclcse. S Weber, described as a "sales tiger once he gets going," I messed it. He flew a mutual friend ot Basey's and his from the West Coast to visit Mr and Mrs Stengel at New York's Essex House — and. incidentally . to rephrase the question. This time. Case) agreed. Ihe money involved has been described as "a nice fee." Followed b) a sound engineer, Weber himself trekked out to Shea on opening Aa\ and got Case) to tape five commercials on first take (see photo) \ sample, which shows how cleverl) Lanvin plavs the game, June 29. 1964 is addressed (the onl) one so slanted) to the ladies: "YOU want a Father's \~>a\ gift idea? I igaro cologne — or after-shave b) Monsieur I anv in." It should be noted that the ich pronunciation is not improved b) Stengel's notorious speech patterns Ihe I also plugs such I anv in products as M Sm. Vipege and Jean Nate (afterbath lotion) with a linguistic \ gear V a result ot such radio s.iies aggressiveness, incidentally, whn has hung up a completely sold out" sign around Games are sponsored b) Rheingold Beer and Brown & Williamson, with adjacencies divided among l l other major and minor advertising names besides I anv in Meiinte CD-2 (b) S .:■ : w King Korn trading stamps. Interwoven SOCks < K Roth Corp i. Midas Muftlei Shops, M ' 'las brakes. Herman's Sporting Stores, the Ne* ^ ork Journal \mer ic.m. duPonl ( i eral I ne ( 0 ai^\ ( uiardiaii Maintenance i( reneral Motors) :ls. bow< sound quite like those voiced bv ' I Ik I H.rb W»b«r loft WHN Rid o i g»n.r,l uUi m«njg«*r ncnui tha current Li ulr ■ 'n f douj'd Cowrnjnd c«nttr board chairman of lanvin C hjrlc*» ol tha titi Inc jnd Conrad Roffc Lanvm advartiting managar