U. S. Radio (Jan-Dec 1960)

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:onolite ers to address local dealer meetings with very satisfactory results." Western Mineral does not work directly with its dealers in setting up local time buys; responsibility for this is left to the individual distributors. However, the firm does sujjply complete and expert assistance to its distribiuors. As an indication of just how important these local radio activities are to Western ]\rineral, Mr. Steifi says that there are 22 people on the sales and merchandising staff wlio have been given special training by broadcasting experts in how and when dealers should use radio. These experts are put at the disposal of distributors to develo]) effective and coordinated campaigns. "In addition to the specialized training," Mr. Steiff states, "we often have broadcast people come down to talk at general sales meetings. Some recent guest speakers have been Larry Haeg. manager of ^VCCO Minneapolis, and Lloyd G. \'enard, president of Venard, Rintoul R: ^[cConnell Inc., New York, representing radio and television stations throughout the countrv. "Oiu local dealers," Mr. Steiff says, "have adopted our flexible attitude aboiu programs. The end residt is a wide variety of lime buys. Many spots are currently being used on early morning farm hour shows, high school basketball game broadcasts and newscasts. For example, dealers in the Milwaukee area have been using Zonolite spots very effectixelv in conjunction with the ^\"RIT broadcasts of the ^filwaukee Braves baseball games. "For three consecutive years," Mr. Steiff continues, "Zonolite's distributor at Iowa C;ity has sponsored the football broadcasts of Iowa l^niversity games, sharing the cost with a group of dealers in that trading area. Our Rapid City, S. D., distributor first tried a program with dealer cooperation over KOTA Rapid City. The response was so gratifying that this year six stations are being used to cover the Black Hills market — KCSR Chadron, Nebr.; KNDC Hettinger, N. D.; KOBH Hot Springs, S. D.; KOLY Mobridge, S. D., and KOTA and KEZU, Rapid City. During 1959, every station in the state of South Dakota carried the Zonolite message. ' Describing other local activity, Mr. Steiff mentions a jobber in Grand Rapids, Midi., blanketing the Minnesota Iron Range over the facilities of KOZY Grand Rapids. WMFG Hibbing. WE\T Eveleth and WHLK X'irginia. Although no specific dealers are involved in this campaign, the spots being used carry the tag, "See Your Local Lumber Dealer." "These co-op radio plans being offered by building material distributors," Mr. Steiff says, "are interesting because, in most cases, it is the first time that any of them have offered their dealers much of an advertising program aimed at the consumer market. .\nd as more and more of our distributors spread the word f)f their success with local radio, we expect this tiend to (ontinue." Mr. Steiff explains that Zonolite vermiculite insulating fill is an ideal building product to aim at the consumer since it easily fits iiuo the "doit-yourself" category. Spots nui on local sports shows, and simiiai programs, catch the young home owners who woidd be interested in such a prcxhict. In the past two years, ^^r. Steiff says, the theme of the fall campaigns has been attic reinsulation, which is said to be a new selling approach in the field. Western Mineral has been careful to see that the copy used on the spots takes fidl advantage of radio's selling impact, and that it can be dove-tailed with other advertising efforts. When the first radio campaign was laimched, Mr. Steiff .says, the company used three 30-seconcl and two 1-minute s])ots to be read by the local station annoiuicer. The following year Western Mineral started using ETs. "In 1952, we decided to use a new approach and try to rub a little glamor off on our product," Mr. Steiff says. "Each year, for five years in a ro\v, we used the voices of wellknown figures from the entertainment world on our announcements. Claude Kirchner made the first transcription for us in 1952. The CMiordettes made the first Zonolite singing commercials in 1953. Bob C^rosby was our 'salesman' in 1951, Danny Kaye was our 'voice' in 1955, and Bing Crosby told our story in 195r). "In order to get the most mileage out of our radio efforts, the same personalities were featured in Zonolite newspaper mats, national magazine advertising, oiudoor billboards and point-of-sale displays. The added prestige that caine fiom these campaigns was another factor in getting many reluctant dealers to participate in radio." Mr. Steiff says that now that dealer radio advertising is well established, Zonolite has gone back to hard-sell spots with unfamiliar biu persuasive voices. And as mentioned previously, local "names" are being employed to provide the candy coating for the hard sell. Here is an exam])le of a fiO-second ainiouncement currently being used by Zonolite: There's a thief in your attic . . . robbing you of comfort and fuel dollars ! If you don't believe it, check and see! Yes, insulation that has shrunk and sagged down as much as 1/3 to 12 may be costing you many fuel dollars. Packed-down, vanishing insulation is like having no insulation at all in places where you thought you were being protected. So, check and see if your attic insulation is falling down on the job. If it's below the safety and comfort level, insulate right over your present insulation with Zonolite. Just pour it, leave it. Zonolite is the permanent mineral insulation that never goes flat, never packs down. Zonolite cuts your fuel bills as much as 40 percent ! It's rot-proof, vermin-proof, and so completely fireproof, it actually snuffs out flame ! Takes only a few hours to install yourself. Come in for a free Zonolite estimate today! 30 U. S. RADIO January 1960