Sponsor (Sept-Dec 1958)

Capsule case histories of successful local and regional television campaigns ^ TV RESULTS GAS SPONSOR: I'i.iliuonl .Nalural (ias Company AGENCY: Direct Capsule ease history: Seven years ago, natural gas was introduced into the Charlotte area. Due to the newness of the product, a certain amount of natural resistance was encountered. In order to combat the problem, the Piedmont Natural Gas Company turned to television. They decided to sponsor a weather telecast on WSOC-TV, Charlotte, N. C, to link natural gas with a valuable public service program in the public mind. For seven years, Piedmont continued sponsorship of Channel 9 Weather, and watched acceptance, sales and good will grow. Each year, company officials watched with satisfaction as more and more people turned to gas. In July of 1958 so widespread was the acceptance of natural gas, that the company was enabled to reduce rates to their residential and commercial customers. The company attributes a good part of the switching to natural gas to the show. "Your station has played a major part in our success," said J. J. Sheehan, Piedmont v.p. in charge of sales. WSOC-TV, Charlotte Weather program FERTILIZER SPONSOR: Schuler Fertilizer Company AGENCY: Direct Capsule case history: Schuler Fertilizer Coinpany of Marshall, Minnesota purchased a schedule on KELO-TV, Sioux Falls, South Dakota to advertise PEP, a plant fertilizer. KELO-TV operates booster stations in Reliance, S. D. (KPLO-TV) and Florence, S. D. (KDLO-TV), which carry all programing and announcements transmitted by the mother station in Sioux Falls. No other medium was used for the campaign. After the campaign had been underway a few weeks, Schuler experienced marked increases in their 8-ounce PEP sales. Of particular importance was the fact that their sales curve showed increases for the smaller size PEP. Later in the campaign, sales for the larger 8-ounce bottle showed a rapid climb — evidence that viewers had tried the smaller size with results. Schuler had succeeded in placing over 3,500 bottles of PEP within the coverage area of KELO-TV and its two booster stations. "We must give credit where credit is due," said Daniels, sales manager. KELO-TV, Sioux Falls Announcements FOOD STORE SPONSOR: H&H Food Store AGENCY: Direct Capsule case history: When B&H Food Store of Mobile abandoned print some three years ago because of unsatisfactory results, they purchased full sponsorship of Ziv's Highway Patrol, seen Thursdays from 8 p.m. to 8:30 p.m. on WALA-TV, Mobile, Alabama. The 24-hour seven-day-aweek store has renewed the show for three consecutive seasons. Despite the fact that a local chain store does more than 40% of the area's grocery volume, B&H has been able to boast a better than average sales volume which increases each succeeding year of spon.sorship. The store attributes the rise to the air selling of Jim McNamara, WALA-TV national sales manager, who, they insist, must do the commercials. Client claims that when he is off-camera, sales volume dips. An oddity of the B&H campaign is their foregoing the third commercial: "In order that you may enjoy the remainder of Highway Patrol to conclusion and without interruption B&H relinquishes its commercial time." WALA-TV, Mol.ile Film show CANNED GOODS SPONSOR: Sam McDaniel & Sons, Inc. AGENCY: Direct Capsule case history: Sam McDaniel & Sons, Inc. of Bedford, Va., packagers of Bunker Hill Canned Beef, had been struggling for months in the Norfolk market. Sales were low and their position was rather precarious with several of the wholesalers. After several unsuccessful trys in other media they purchased an announcement schedule on WAVYTV, Norfolk, Va. The situation changed almost immediately after they began advertising on WAVY-TV. McDaniel's sales curve made a sudden surge forward and rose perpendicularly. In a four-month period the company showed an astonishing 1011/2% increase. Since then McDaniel's sales have risen at a steady pace. "Anytime your business changes from a shaky position to a strong competitive position, with a doubling of sales, there is a reason," stated J. W. Valiant II, sales manager for the company. "And the reason is television. It's still hard for me to realize how quickly things began to happen when television began to sell for us." WAVY-TV, Norfolk Announcements SPONSOR • 6 SEPTEMBER 1958