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Drive
Sporadic radio user in past, English firm finds results with four weekends of saturation spot
ment Rootes' national campaign with your own local advertising you will derive the utmost value from it. We vuge you to tie in!"
Why did the agency have to sell the dealers on using radio to sell Hillmans? "A basic reason," says J. T. Panks, managing director of Rootes Motors Inc. in the U. S., "is that dealers are accustomed to seeinsr their ads in print. After all, we were not \ery well known in the U. S. until about a year ago and we felt paper media would visually present our product.
"Our dealers are now strong enough to initiate their own local advertising and promotional activities, and national radio gives them an excellent base to build upon. Naturally," Mr. Panks adds, "we
knew we could reach more prospects at a lower cost during July and August when people spend more time out of doors and in their cars — listening to portable and car radios."
Spot radio had been used sporadically by Hillman in various markets throughout the coimtry to stimulate sales, according to Mr. Panks. "We were impressed by radio's relatively low cost. We found out in scattered markets from Boston to Wichita to Los Angeles that you can do quite a bit of selling with little money.
"And early results of our big summer weekend saturation indicate that we again are doing quite a bit of selling." Mr. Panks reports that Hillman sales should reach an alltime high of 22,500 in this country for 1958 and that the figure could be
25 percent higher it more cars were available (Rootes supplies dealers in 152 markets around the world) . About 13,500 Hillmans were sold here in 1957 and only 4,300 in 1956.
Dealer enthusiasm for the radio campaign is also running high, Mr. Pranks notes. In the major cities, dealers tied in with the saturation individually and in pairs. "Reports from Rootes field men, who made a special point of checking dealers on results of the campaign, show that there has been a definite rise in floor traffic attributable to the saturation. And the off-beat, humorous approach of the messages," he adds, "has caused very favorable comment from prospects."
There are other reasons for Hillman's large buy in the sound me
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U. S. RADIO • September 1958
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