U. S. Radio (Jan-Dec 1960)

Radio Strategies 20 Wm. Underwood Co. Agency: Kenyon & Eckhardt Inc., Boston Product: Deviled ham Marketing Objective: To expand national sales and promote the product as a quality item. Radio Solution : Purchase of a 33-week network radio schedule after a two-year test in regional markets. (Digested from U.S. RADIO, January I960, p. 32) AFTER two years of nibbling at radio in test campaigns, the Wni. Underwood Co., reportedly the largest seller ot deviled ham in the world, took a full-sized bite into national radio in 1960 for its Red Devi) brand. The company had its first taste of sound in 1958 and a second one in 1959, apparently to confirm its earlier inclinations. The trial was pleasing enough for Underwood to take a slice of Arthur Godfrey Time over CBS for most of 1960. The campaign cost $175,000 and ran 33 weeks on 199 stations. Switch To Radio Underwood, formerly a confirmed user of the magazine medium, made its decision to tell its story on radio after these tests convinced it that radio could sell their quality product. The company put an estimated $50,000 into each of the tests. The first test ran in the summer of 1958 in the New England area. The results were enough to make the Red Devil prick up its ears. To prove it wasn't a fluke, however, the test was repeated in 1959. "Since the per capita consumption of Underwood's deviled ham is greatest in New England, we figured that if sales results were satisfactory there, the prognosis for success of national radio advertising would be excellent," said Ellen Stillman, Underwood's account executive at Kenyon & Eckhardt Inc., Boston. The campaigns were the same both years. Each ran for 13 weeks during the late spring and summer. .\ total of 500 spots a week were scattered on stations throughout the Xew England area, averaging 20 to 30 spots a station. The company maintained its magazine schedule in New England as it did in the rest of the coimiry. No other additions to any part of the advertising schedule were made. The only difference between the New England markets and the rest of the country, therefore, was radio The results both years, -according to l^nderwood's inaiketing manager, James I). Wells, were "outstanding sales increases in areas where people already bought lots of Underwood Deviled Ham." So successful, in fact, were the test campaigns, that Underwood decided on the 33-week participation on the .\rthur Godfrey program, the company's first network buy. It was felt, according to Mr. \Vells, that this would offer the best possible national coverage for the product. Underwood bought a 10-minute segment once a week. Selecting A Show Why the .\rthur Godfrey show? Before selecting a show. Underwood was undecided whether to use a humorous copy approach (as in both test campaigns) or one that relied on a personality. It was Mr. Godfrey's proved sales ability that attracted Underwood to the person ality approach. "We were convinced," said Mr. Wells, "that Arthur Godfrey's remarkable ability to make a strong product presentation would be highly effective in selling Underwood Deviled Ham." It was interesting to note. Miss Stillman pointed out, that after Underwood decided on Arthur Godfrey, it had to sell him on the product. "He will only take a product he is sold on, so that he can mean what he says in his sales talk. The prestige from this kind of discrimination could only add to the quality image that l^ndcrwood wanted to portray," according to Miss Stillman. Ad Budget Increased Underwood's advertising budget was increased to allow for the radio buy. Its magazine schedule was continued, but radio became an integral part of 1960 radio plans, rather than a supplement. The Underwood advertising story has two parts. One concerns the variety of uses to which deviled ham can be put. The other concerns the quality of the product. The job of the magazines, according to Miss Stillman, was to show the many different ways in which the ham can be used. Radio, while also suggesting uses, put stronger emphasis on quality. The use of national radio in 1960 paralleled Underwood's growing concern for expansion and its interest in progressive marketing practices. • • • 84 U. S. RADIO MRYAX 1961