U. S. Radio (Jan-Dec 1960)

Radio Strategies 4 d-Con Co. Agency: Thompson-Koch Inc., New York Product: Rodenticides Marketing Objective: To reach a specialized audience in farm areas at certain times of the year. Radio Solution: Selection of farm radio as the major medium in promoting d-Con's rodenticide. (Digested from U.S. RADIO, February I960, p. 28) WITH the nation's rat "bill" estimated to be millions of dollars a year, radio — and farm radio in particular — has played an important part in combating the problem. One of the most effective advertisers is the d-Con Co., a member of the Sterling Drug family. d-Con has been using farm radio to the tunc of 75 to 80 percent of its total advertising expenditure each year since the product was marketed in 1951. (It was estimated that the finn spends §500,000 in radio each year.) In its winter drive early in 1960, d-Con was running spot campaigns in 312 farm markets over 321 stations. The firm also bought segments of the (irand OIc Opry, the National Barn Dance and a few other local farm programs. Farm Radio Used "Farm radio was the only medium used to test the rodenticidc when it was first introduced in 1951," explained Frank A. Corbet, d-Con's president. "A small number of test spots were used to tell the story of the new product, and listeners were requested to send orders directly in to the company. Using no other form of advertising," he continued, "the response was so great that within two weeks orders poured in at a rate that taxed the production facilities of the plant. Radio got this company going, and it is still our most important medium." d-Con's radio advertising philosophy hews closely to the line followed by the firm's education department. "One of our most im|X)rtant tasks," Hamilton Hicks, the firm's educational director, said, "is to inform and educate the farmer in the proper use of our rodenticide." To accomplish this aim, he devotes considerable time to travel and interviews on the air with farm directors. "We try to pass along the latest information about the rat problem, and how the farmer can most effectively get rid of these pests." d-Con's agency, 'Diompson-Koch New York, fount! that the l)est results from commercials came from programs designed to inform rather than enlcriain the farmer, according to Robert Hall, timeljuycr. "We concentrate our 'spots in the early morning and noon-time slots, since these are usually the segments devoted to farm news, market data and other 'use' material for farmers," he said. The frequency of tlic d-Con spots varied witii the individual market, with three to 12 announcements a week the average. The company placed its heaviest blanket of spots in five key states — Illinois, Missouri, Ohio, Indiana and Iowa — which represent the heart of the nation's corn belt. The firm's advertising program is built around pointing out the advantages of the product, and the importance of correct application. Copy for the radio spots followed these general lines. Where possible, d-Con prefers that its announcements— 52 seconds in length — be delivered by the station's farm director. The company believes that he lends his personality and knowledge of the market to the message, and thus can more accurately peg a message than can an ET or rigid copy. Fully aware of the importance of the merchandising support provided by farm stations, d-Con was continuing with a jjromotion designed to stimulate and reward these activities. For the jxist two years the company has prcsciucd a "Fact Award" to the station giving the most merchandising assistance to the company. Station Cooperation "As an indication of the appeal the award appears to have with farm stations," said Walter Camas, d-Con's advertising manager, "for our first award over 90 stations submitted material outlining their merchandising efforts for d-Con." As an example of station merchandising cooperation, Mr. Camas cited the efforts of a station in Portland, Ore. "The station used a billboard facing a busy Portland street that had an estimated daily circulation of 6,100. The copy carried a station message and played iq> Teaturing d-Con Rodenticides.' A total of 350 copies of a display card was sent to our primary outlets, 100 feed and seed stores, 100 hardware stores and 150 grocery stores. "The card prominently displayed a d-Con ad and suggested that retailers hear the pre-sell on the station. To round out the promotion,, the station ran a full-page back cover in a local magazine with 50,000 weekly distribution through a grocery chain, and a trade advertisement in the official publication of the Oregon Food Merchants Association," Mr. Camas concluded. • • • 68 U. S. RADIO AIRFAX 1961