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Operation
even sold
ting the right hand hutton in an estimated 118,000 cars to WJOB. Listed below is the sequence which the campaign followed.
1. Introductory letter mailed to 785 gas stations, service managers of auto agencies, and radio repair shops.
2. Card which each participating dealer was asked to use acknowledging his participation.
3. Form used by each participant to list cars serviced and to be mailed in weekly.
4. Identifying sign displayed by each participating dealer.
5. Reminder card sent to each participant the first week.
6. Reminder card sent to each dealer the third and again the fifth week.
7. Continuity broadcast 20 times daily for six-week period.
8. Weekly letter sent to each dealer who had submitted a list.
9. Congratulatory letter sent out each week to winning dealer.
According to lists received from 785 dealers who were contacted, we conservatively estimated that approximately 118,000 cars actually had their radio push-buttons set to this station. We have confirmed this estimate by means of a fairly extensive spot check of dealers by telephone.
For example, one large automobile dealer sells more than 3,000 cars per year. His service department had previously never set push buttons to any particular station. This department now sets a button in every car they sell to WJOB. In addition to the cars serviced by dealers, many thousands of drivers influenced by the promotion set their own buttons.
We were also pleasantly surprised by getting new business from several of the dealers who were impressed by the traffic created by radio.
All in all, we consider it to have been the most highly successful audience promotion we have ever staged, and intend to make of it an annual audience-promotion event. ^
11 JANUARY 1958
"Jones,
turn in your nose... you're through!"
We don't folio trends. . . i start them
fit the sales requirements of the advertiser. ' animation inc. 8564 Melrose A',
Hollywood 46, Calif. OLympia 2-351,0
You've never heard it so good — and Pulse bears us out by rating WBNS radio first in 315 out of 360 quarter hours Monday through Friday — 6 a.m. to midnight. And when you hear sales coming from 1,707,400 folks with $3,034,624,000 — that's "good hearin' " Ask John Blair.
WBNS RADIO
COLUMBUS, OHIO