Sponsor (May-Aug 1957)

The) increased theii volume from 1100,000 in ' 19 to 110 million in '56. Bill Hunter, who haa handled about r\ ri \ |ii^ automi itive account in I >os Angeles, and launched man) "I them, took both the ^ eake] accounts on I l..iu-. 1955, with .i $27,000 a month budget. Some $15,000 went into a month-long saturation: package spot bu) "ii K I I \ mot ning, aftei noon and night, kid and women shows as well as shows i" attract men, ever) kiml of program t" let people know that Bob Yeakel was selling Olilsmobile can. During those 30 days, Yeakel ami Hunter were at w < > i k dreaming up the idea that was in take them from there : The) wanted a new angle lor a weekl) -how that would put across a message of good will, help youngsters, have Btrong fainiK appeal, ami most important, -ell cars right over the phone. From this thinking ~-| >i an^ Rocket /<> Stardom— an all-night showcase for amateur talent done live from the Oldsmobile location. I lies went on tin aii i In' I. mtestants and the Bhinj new i I liii u telephone line had I een installed, manne I by s ilesn en I i i i col fee and I I were pro> ided. "That first nig] i " Ye il el r» alls, m a like opening night at the < inn-. The response was unbelievable. Whole families < ame dow n women cai i \ ing babies in then ai ms. In fact, oui In si Sale on |\ u.i tO a mi. in u bo -"I lii appraisal over the phone about 2 a.m.. woke his wife, bundled hei ami theii small kid In the car, ■ ame dow n, tin ned in the car ami put hi w if' ami kill into the new one, all on tin air." \miil all this, inn contestants danced ami sang their hearts out \\ hen the clamoi subsided, 'i eake] <li-covered lie had Bold L06 new ami 60 used cars thai weekend. I hi le\ eled o|f lii |tl(l a month overall. While the response was tremendous, -o were the headache-. Yeakel and Hunter credit Richard Moore, presi< l<-n t ami general manager ol K I I \ . and time -ale-man Chuck Young with unlimited patience and help in work i no .in. Mini spots on K1 I \ 1 1 mil • i film i omi I'.i \ i akel : 1 1 in-'' "n iii-' polish all the spontani il 'it out ol tin shot . m hat I'tt i uncom in< ii h ti in *> i ikel i most i om im v Inn being himself > famil | man talking t" Othei famil) men and worn From this emerged hi "I"/ plan f"i the famil) n "" I In ei.i of the pit' lim. HI i OVd Hunter point out, "and Yeakel's kind 1. 1 sellin i what sells now. It enabled ii i" ke< ;. .i comi im nine or I" minutes without -i i ain on the ^ iewei , \ man int. ■ ested in bu) ing a < ai w ill listen, ami he' tin •_■ i j \ we wen aiming foi at that hour." Bett) I Mi-. I rank I "> eakel, who i i.c'd tin show, ha i In Yeakel warmth and Yeakel -lamina needed f"i the all. night -tint, and added I" tin famil) feel of the -how. I he lot. like the -how. i d. ■-. im the family, ami several merchandising idea were evolved i" bring in Post-midnight phone calls from viewers come in on 30 lines, are taken by Tv planners includi (1.) Bill Hunter of Hunter Yeakel brothers, floor salesmen. Thej chat with t\ audience, make appraisals, >et and Willhite agency, I" Uigeles, ami Bob Yeakel final deal-, a-k customers to \i-it. Show i on air seven hours a week, ma] add more ' r. > . client and candidate, one "f ten brothers at 1 a.m. vum'a\ "I the Fourth ol Jul) weekend 1955, and the format evolved pretty much as the clock ticked on to sign-off at 1 1 the next morning. A hundred amateur hopefuls, screened previous!) l>\ Hunter, reported to the -how room during earl) morning hour tor their -tint-. \n instrumental-singing quartet was on hand, and plent) of shining Oldsmobiles on the floodlit lot along with used Cadillacs Irom the other -tore. One camera ferried i eakel between ing out the main program problems. The show ci. ' $2,500 a week f"i the te!e\ i-i"li i time plus One can director, Boor manager, two < rev I ui men each, one w m ' ing from 1 to 5 a.m.. the other from 5 a.m. to 11). \n additional $1 ,000 a week from ■ ther budget paid for piano pla) er, trophic-. m.C. and talent. Thus Hunter budget $30,0 month was nicked onl) a third for Rocket. I lie other $20,000 went into other tv exposure: movies, film re ihe kid-. I! indeei on displa) at < In i-tma-. a kangai oo, a i a< e i ourse foi quarter midget aut< mobiles f"i the kid t" drive, a met i ; -go-roun 1 and Deput) I ' in, the Part; Man ii •■ the lot and the l\ -how t e "f a ' arnn al on weekend-. Vftei two months on the air, it was led to >■ .t'-ml the carnival and I ids up Saturda) ties. 1 'ere the schedule that resulted: K I I \ covered from 9 a.m. Saturda) morning to 1noon. KH.I-T\ t""k over till 1. when SPONSOR 31 AUGUST 1957 19