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THIRTY THOUSAND STORE WINDOWS FROM COAST TO COAST GAVE HEAVY MERCHANDISING TO WORLD SERIES BROADCASTS
The Gillette score
Peak radio and TV audiences, stimulated by intensive promotion, keep razor sales sharp
over-all
When Gillette Safety Razor Company plunked down a cool $150,000 for airing baseball's world series this year, it expected to get plenty of plus promotion from radio stations. It did — everything from roving sweater girls who carried portable radios on city streets and answered questions about the game, to more than 40,000 streamers reminding people several days ahead of opening game time that Gillette would bring them the series over station WAAA.
It not only got the royal promotion treatment the world's most famous baseball classic always gets from dealers and stations alike — the company
broke all previous records in sales of its special world series merchandise. Gillette merchandising and promotion gears began to turn away back in June, even before the season got under way. You don't excite to the extent this classic did, the people in 26,000,000 homes (estimated by Crossley, Inc.), and the untotaled thousands who listen in various public places, without plenty of advance planning. Mutual network and individual station promotion departments meshed in later.
The approximately 700 stations I including about 200 that supplemented the regular Mutual lineup) all gave the
championship playoff the promotion "extras" that delight a sponsor's heart. Dozen's of outlets like WING, Davton, WLW, Cincinnati, WGN, Chicago, WIP, Philadelphia, etc., came through with superior campaigns that garnered almost fantastic word-of-mouth advertising for the sponsor.
Gillette, pioneer manufacturer of safety razor blades and holders is so sold on the importance of aggressive promotion of its sponsored events that it takes nothing for granted. They not only wanted evidence in the form of record-breaking listening and viewing of their biggest advertising and sales pitch of the year; they wanted to
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