U. S. Radio (Jan-Dec 1960)

HOMETOWN U.S.A. n^ Considine explained that his original plan was to use local television. However, his ad budget couldn't stand the high cost of a prime tv slot. Radio Set Pattern Here is how radio more than satisfied Blue Bell's market-cracking requirements, and set the pattern for a whole new advertising and sales approach. Blue Bell's advertising agency set the scene for the radio campaign in the fall of 1959 with a market study that recorded the firm's dismal level of sales and brand recognition in Phoenix. Next, a teenage talent contest was launched on four local stations simultaneously. The incentives included an all-expense paid trip to a rodeo, $300 worth of merchandise plus 50 Wrangler products for the winners' friends. Four talent finalists were selected from a huge turnout of boys. Local excitement over the contest was turned to Blue Bell's advantage by having each of the finalists record a series of ^Vrangler commercials for each local outlet. An additional interest heightener was a runoff election to choose the best of the four talents. Local stores were equipped with window banners, ballot boxes and a special lure — 50 extra ballots to anv purchaser of a pair of 'Wranglers. As a result of the campaign, more than 100,000 votes were cast. A post campaign study by Blue Bell's agcncv showed more than 00 percent of glllllllllllllllll!l!lllll!l!l!!!in"llll!l!"'™!ll!l!|i""ii"ll!f!l("i"™!||"|n"™"|||iii'i"'"|"|H"^ I Local Radio Demonstrates Impact I • $9,000 radio campaign opens new market for I clothing manufacturer. I • Brand identification up from 50 percent to 90 i percent after campaign. I • Retail chain's free radio offer brings thousands of i responses. I • Special radio announcement at 5 p.m. gets strong 1 response in one hour. those questioned were aware of the Wrangler brand — compared with less than 50 percent before the contest, and it was found that almost 15 percent owned a pair of Wranglers against five percent previously. For a total outlay of a little more than $9,000, Blue Bell used the sound medium to open the entire Southwest market, establish brand loyalty and set an inexpensive pattern to follow in other areas. Blue Bell also learned that radio is a prime sales mediiun for teenage jjroducts, and the local disc jockey personalities have very strong teenage followings that sellers can tap. Radio's abilitv to help a retail liusiness that is inidcrgoing a vigorous period of expansion is seen in the experiences of John's Bargain Stores. John's Bargain Stores is a chain of more than 100 outlets in the New York Metropolitan area — but now expanding to other eastern cities. The chain deals ])rimarily in low-priced merchandise and manufacturers' leftovers. In the course of the 10 years in \\hi<h the firm has grown from a small operation, "John's" approach to broadcast advertising underwent a change from skeptical to enthusiastic. In fact, the man in charge of the chain's radio advertising, Ted Royce, is a former professional radio man. He firmly believes that any firm can fit radio into its general promotion. As an illustration of the pulling power, wide coverage and measurability of radio, Mr. Royce describes one of the firm's radio spots which offered a free comb set to listeners. It had been anticipated that the radio message would bring a response of a few hundred requests for the combs. Instead, he says, several thousand listeners sent in their request for the item. Radio's ability to get its listeners to take action and to reach people who are not reading their papers or viewing television is illustrated by a "John's" special radio ad for sunglasses that was broadcast at 5 p.m. Before the regular store closing time of 6 p.m., a substantial number of sunglasses were sold as a result of the radio announcement. Radiolistening motorists were the prime customers. One sure-fire advertising approach upon which Mr. Royce places great emphasis is the 60-second recorded spot announcement designed to sell "daily specials." He combines a humorous jingle and straight commercial into one package that is aired the afternoon before, and the morning of a "special" sale. Radio's flexibility permits a quick change or substitution if stock is exhausted — or if the weather turns bad. Basic Advertising Formula The basic advertising formula employed by "John's," Mr. Royce explains, is a combination of local radio and one newspaper in the area being covered. To demonstrate the cost advantage of radio, Mr. Royce uses this rule of thumb: The cost of one full page newspaper ad can pay for one week of spot radio. The success stories outlined here are only samples of the various promotional jobs that businessmen are assigning to radio. Of course, all advertising media have their special roles to play. However, radio's flexibility in terms of programming, price structure and audience a])peal make it ideal for local businessmen. Local and regional radio advertising is becoming an everyday affair for a growing variety of businesses such as private home builders, appliance companies, supermarkets, banks and others. • • • 50 U. S. RADIO March 1960 \