What Is Teleshopper? (#1) (sound)

Tes Shopper is a new television retail invention how does it work what does it do teles Shopper is a one station in each market service whereby television viewers can dial a special telephone number for information regarding any commercial seen on that one particular station this exclusive service is heavily promoted by the selected station until this special telephone number is as familiar to every viewer as his own during the initial onair teles shoper promotion campaign some confusion is likely to exist because the viewers are invited to inquire about the type of commercials they've been seeing for years which by Nature are self-contained and do not require further explanation this being the case why call there's no inducement well this is the case of the Chicken and the Egg because at the beginning we can't sell the retail Advertiser The teles Shopper concept until the teles Shopper phone number is fully established but by the same token it's tough to establish this telephone number without airing an actual teleshop or commercial which would reveal the many reasons for calling consequently every effort is made to create awareness of this special telephone number by onair saturations contests TV guide and news paper ads and News interviews and features that this can be done in four weeks was proved in the original Market the True commercial value of teles Shopper now comes to light the teles Shopper commercial is one which features many items store identification The teles Shopper telephone number at the beginning middle and end and all within 30 seconds upon seeing the teles Shopper commercials for the first time along with the teleshop of promotions they have been seeing for several weeks viewers Now understand the true value of the service because quite obviously the five or six items that are covered within the 30 seconds not only go by fairly fast but are not complete in every detail so calling the teles Shopper operator for further information as to Price Store location credit terms length of sale and so forth now make sense The Advertiser who buys The teles Shopper concept now has the following going for him the first television newspaper type ad with the same referral value as the newspaper because of the telephone backup every caller receives a full personal pitch on the item in question which has been supplied by The Advertiser himself confidence that callers will receive a warm and friendly reply unlike most direct calls to the store itself his multi-item ad now reaches into homes that he's never had before all conveyed by color sound and movement by two of the most powerful selling tools found in every home television and the telephone which add up to Tes Shopper now we'd like to give you some graphic illustrations starting with the promotions going through the commercials and Beyond we use some of our best personalities to kick off the promotion campaign one of whom was our radio station's leading early morning disc jockey here's a sample of what we ran hi there people I'm Ernie Meers you know the guy that goes to work with you in the morning you in your car and me on kogo radio listen my pals at Channel 10 have asked me to tell you about a brand new service they have here called teles Shopper sort of lets you talk back to the commercials perhaps you saw a commercial and uh wanted more information or wanted the address of the store call teles Shopper at 263 6161 gals are there to answer the phone till 11:30 at night good grief is there really an 11:30 p.m. this was one of a series of four that our radio man did in the beginning of the campaign chronologically we then ran the following samples here's a letter we received with a question about Channel 10's exclusive teles Shopper the question what kind of information does the teles Shopper give concerning commercials the answer any and all information pertaining to any commercial scene on channel 10 The teles Shopper girls will tell you about prices Fabrics store addresses terms guarantees you name it and not just on items you saw today but on items you may have seen yesterday last week or even a couple of weeks ago and if the teles Shoppers can't answer your question immediately they'll take your number and call you back if their line is busy you be sure to call them back they're on duty from 8 in the morning till 11:30 at night Channel 10's advertisers and the teles Shoppers ask you to talk back to the commercials when you need more information call Tes Shopper 263 [Music] 6161 there are four phone numbers you should keep handy two of them you should memorize your own and the teles Shopper your own for obvious reasons and the teles shopper because it can make shopping so much easier now I hope you don't have to use either one of these two but you should keep them handy you know some people memorize numbers by writing them in different styles now I memorize the teles shpp number by the Rhythm and the numbers 263 6161 263 6161 263 6161 besides this series of the type you just saw we ran 10 second promos with copy that went like this what size did that dress come in for that information call Channel 10's exclusive teles Shopper 263 6161 we ran a variety of these we also featured a two-minute promo that was aired in some of our participation shows which went into more depth and even took a dig at the newspaper it was meant to be viewed by consumers and hopefully some retail people as we went along with the varied promos we would on occasion bring in a progress report as follows hello thought you viewers would like a progress report on the new exclusive free service that has been running on channel 10 for the past few weeks you've seen it the teles Shopper with that very familiar telephone number 263 6161 that's the number that you call if you need more information on a commercial you might have seen today yesterday or even a couple of weeks ago on channel 10 up to date there's been literally hundreds upon hundreds of calls and we're very happy to say we've helped most of those callers however there were 78 callers that we couldn't help if you're one of the 78 please accept our apologies but you know we tried I might add that that most of the couldn't help cause were questions about commercials other than those seen on channel 10 well that's our progress report up to date remember the teles Shoppers are on duty from 8: in the morning till 11:30 at night to serve [Music] you Tes Shopper has really made progress with you San Diego viewers it's been so successful that many cities throughout the country will soon be using this great service in just a little over 3 months we've had more than 18,000 calls calls from people like yourself who want to talk back to the commercials seen on channel 10 people call about store locations prices Fabrics sizes and scores of other questions and most of the calls come after a store runs a many item teleshop or commercial we're happy about this because this is the way we planned it the stores have more opportunity now with the teles Shopper service to tell you about many items in a short commercial instead of the traditional one or two items this gives you the viewer more variety and a better selection now with a teles shoper service standing by in case you want more information on any of the items shown the answers are as close as your phone now that's progress along with the progress reports we did a series of teles Shopper reports covering as many aspects of the service as possible and here are two of that group a report from teles Shopper Central Channel 10 A lady called one of our teles Shopper operators the other day and said and I quote thank you very much for telling me which branch store was carrying the shoes i' had seen advertised in Channel 10 you certainly saved me from driving all over town from store to store unquote if you need more information on any commercial scene on channel 10 call a teles shopper if the line is busy call again there on duty 15 hours every weekday a report from teles Shopper Central Channel 10 up to February 10th our viewers saw 429 announcements telling the teles Shopper story which means that every home in San Diego County saw these messages an average of 51 times which adds up to 18 million2 200,000 homes or 26,22256 I yes however the number that impresses me is 263 6161 your free teles Shopper service if you can tie in timely subjects to the promos so much the better while our teles Shopper promotion was in full swing the city zoo got a new Yak to add to their Animal Kingdom it received lots of publicity so we did a humorous teles shoper promotion which went like this now for the game of word association I'll give you a word you you speak the first word that comes into your mind ready ready red ahaw pretty girl telephone teles Shopper helpful teles Shopper service teles Shopper oh stop go I mean the end the beginning oh yuck animal that's a yak oh Yak telephone telephone teles shopper teles shopper 263 6161 what did I win a yak remember up to this point we hadn't tipped our hand as to the real commercial purpose of teles Shopper the commercials were of a kind that runs every day not much inducement to call The teles Shopper and since we had not started to run the teles Shopper type commercials which lend themselves to telephone calls we wondered if there was sufficient reason to remember the number so we took a telephone coincidental of the calls completed we received a surprising response of 61% who knew of the service and the telephone number to pick up any stragglers we ran a teles shopper contest now remember this was happening all in the first four weeks we ran four different contest promos and here's one of them great news every weekday the channel 10 teles Shopper you know the one that lets you talk back to the commercial will make 10 phone calls picked at random out of the telephone book the person answering will get 10 seconds in which to give the teles shoper number they answer correctly they'll win a prize it's an easy number to memorize 263 6161 just learn the number sit back and relax and wait for the phone to ring relax it'll ring again now don't get up tight now yes Tes Shopper at 10 seconds prizes well yes 263 6161 thank you what did I win another yak you may not win a yak but you can win cash and many other prizes just learn the teles Shopper number after running the contest promos we made 584 more calls and found our percentage at increased from 61% to 72% of the people who were aware of the teles Shopper telephone number I'm sure this percentage figure is growing as we're now running teles Shopper commercials with a teles shopper telephone number as well as continuing with a limited number of teles Shopper promotions so much for the teles Shopper promotion campaign we then started our selling campaign to advertisers here are the teles Shopper commercials that I have alluded to throughout this presentation the reasons for viewers to know the teles Shopper telephone number the first demonstration is without illustrations handyman's the place to save on Christmas appliances Hamilton Beach handmixer 69 9 brother hair dryer with manicure handyman price 13.99 8 speed wearing blender $699 handyman has rival electric can openers 626 Proctor glass perk $8.99 KingSize buffet style Presto fry pan handyman priced $1 199.99 shop during the Christmas appliance sale at all five Handyman stores here's another non-illustrated commercial that helped give Woolworths the biggest week ever [Music] wward passion Valley has these super values for you now through Sunday mons carpet squares at half price now 19 cents each Uber canister vacuum below 1995 Deluxe K bicycle only $27 $20 off an eight TR cartridge tape player now $39.95 giant size intensive care lotion 99 go to lorth Fashion Valley or call 263 6161 The non-illustrated teles Shopper spot works it sells however some of the advertisers feel much better if they can have illustrations we accommodate them here are some samples Tes Shopper brings you five great fashion ideas from May Company a great selection of Evan peone pants shirts and jackets long fluid skirts plus tops 22 and $26 cely mattresses from $39.90 Kings and Queens too Burlington draperies reduced 20% this week only Magnavox 25-in color consoles reduced $80 to $100 go to May company's two great stores or call teles Shopper 263 6161 teles Shopper presents five Diamond Jubilee values from the Broadway washable polyester double Knit pants suits just $28 versatile easy care double knit polyester jumpers $14 new modacrylic wigs by famed Mr gini $12 chip Andale silverplated servers beautiful at $5 to $10 service for six fondue set regularly $15 now $9.99 go to any of three Broadways or call teles Shopper 263 6161 the next commercial for JW Robinson was designed by request to coincide with the look of their mailer from Robinson's White Sale a great selection of pill super soft open weave blankets famous field Crest electric blankets extra thick extra Lush towels field Crest Royal Velvet towels fabulous spring flower terry robe five styles in lounger chairs great values at Robinson's White Sale we followed up with our teles Shopper concept of the JW Robinson company this spot with items changing each week ran for five weeks Robinson's is having its biggest anniversary sale enjoy values like Webster encyclopedia dictionary huge $30 size now $9.95 girl 7 to 14 nylon stretch short sets regularly $6 now $ 3.97 High shop shirts and skirts 347 young California lerie junior size night shirts and bikinis $4.99 women's nylon Treo briefs 6 for5 at Robinson's or call 263 6161 at the request of our City's leading Jeweler we made one commercial with illustrations and one without jessups San Diego's great Jewelers present outstanding gift values porcelain fondue set 12.95 124 piece service 4859 95 save 25% on Goram Sterling William Rogers 5 pie tea and coffee set $59.95 world's finest cultured pearls with brocade case $29.95 at all 7 Jessup stores or call teles Shopper for complete details jessups San Diego's great Jewelers present outstanding gift values a beautiful selection of 14 karat gold charms 1150 cultured Pearl pendants with gold chain $8 silverplated baby cup regularly $5 now $3.95 jessup's powerful 7x 35 binoculars $ 39.95 at all seven Jessup stores or call teles Shopper for details the field is great besides the department stores and specialty shops one Future Real Estate account is showing five Condominiums designs and the other will show a house from each of the four different tracks both ask the viewer to call teles Shopper for more information another natural are the movie houses here are two accounts we have running that are very successful the GP to R rated movies run at exact hours in daytime and Fringe the xrated type movies run after 10 p.m. in Prime to late Fringe here are the movies in town at the center theater Ryan's daughter winner of two Academy Awards at like a pre theater song of Norway last 3 weeks now at the cama puzzle of a downfall child an act of the heart at the college theater The Rolling Stones in Gimme Shelter plus the Beatles Let It Be at the cinema grosson Dustin Hoffman and little big man at the Helix THX 11138 and Journey To The Far Side of the Sun go to the movies and for more information call Tes Shopper here are the movies in town at the Academy theater 37th and University a history of the blue movie for men and women over 21 at the Guild Theater 5th and University starting Friday enjoy a fresh new look at love for the undergraduate shows continuous from noon daily now playing at the Fine Arts Theater in Pacific Beach portraits of women and rated X last summer rated R go to the movies and for more information call Tes Shopper these accounts should go on forever on the movie response 60% of the calls wanted to know where a specific movie was playing 20% the time the movie started 7% the price Stars director telephone number and so forth made up the rest now there is just another adjunct to the teleshop or commercial that we call one of the following Special Value secret special surprise fashion report we made a generic Master attention getting commercial that everyone uses it has movement and every time it runs we hope that viewers see it and realize that a special kind of message is coming through when an Advertiser runs a teles shopper schedule he can also run one of these attention getter the ratio we use is 7 to1 seven teles Shopper spots to one attention getter because these spots are asking for direct calls to The teles Shopper and if placed closely together they cause an overload problem they have tremendous flexibility short deadline and can be tailored for any special need here are some examples of how we use them it's Jessup Special Value time at Channel 10 teles Shopper our girls are standing by right now to tell you about the secret special available only to teles Shopper callers and for the next 2 hours at jessup's it'll be well worth your while to learn what's so special and where you will find it at any of the seven Jessup stores remember nobody but you will know about these values so call now 263 6161 if the line is busy please call back now teles Shopper brings you Robinson special fashion report here the latest news about recent arrivals at Robinson's from New York Paris California and other world fashion markets call now or anytime before 11:30 tonight and we'll give you our latest bullet plus answer any fashion questions you may have the teles Shopper number is 263 6161 it's handyman secret special time on Channel 10's teles shoer our girls are standing by to tell you about the secret special available only to teles shoer Colors right now and for the next 2 hours at handyman it'll be worth your while to learn what's so special and where you'll find it in any of handyman's five locations remember nobody but you will know about these values so call now 263 6161 if the line is busy please call back as you can see all the advertisers use the same attention getting commercial we just drop in a different advertisers logo because the teles Shopper concept is competing with the newspaper and not other television stations we're always looking for ways to upgrade the service the news papers give x amount of free editorial Spates each year in ratio to what a store spends we've devised a way to give our onair advertisers a great plug perform a public service for our viewers and at the same time promote the teles Shopper here's an example of how it [Music] works what's new call teles Shopper 263 6161 and we'll tell you a great new idea in body makeup and where you can find it Channel 10's exclusive teles Shopper is a service for you to use so remember the Tes Shopper number and call us right now we have a Beauty secret for you call 263 6161 and learn what's new Robinson's Walker Scott and other leading department stores gave us the full information on body suits everyone who called asked the teles Shopper operators where the body suits could be found they were given a list the stores sold merchandise the public thanked us we promoted teles Shopper quite a parlay another interesting vehicle we used was to encase an advertiser's commercial within a teleshop or promotion this helped the advertiser and showed exactly how the teles Shopper worked we've used many and varied ways to acquaint you with the exclusive Channel 10 teles Shopper service you've seen the teles Shopper trademark with the teles Shopper telephone number 263 6161 you've seen it on your screen many times you've also seen our teles Shopper girls at work answering your phone calls asking about our advertisers merchandise Now The teles Shopper commercials are appearing on channel 10 what better way for you to fully understand the working of this free service than to give you an actual demonstration using one of our current advertisers multi item commercials here's what they look like Robinson's is having its biggest anniversary sale enjoy values like Webster encyclopedia dictionary huge $30 size now $9.95 girl 7 to 14 nylon stretch short sets regularly $6 Now 3.97 High shop shirts and skirts 3.47 young California lingerie Junior siiz night shirts and bikinis $4.99 women's nylon Trio brief six for $5 at Robinson or call 263 6161 now if there's any additional information you need concerning any of the items you just saw call The teles Shopper at 26361 61 our girls are on duty from 88: in the morning until 11:30 at [Music] night by looking at these tapes we hope you now have a general idea of what teles Shopper is all about there are many behind thescene facets to Tes shopper that are both interesting and profitable such as numerous Co-op possibilities Public Service aspects research and a means of breaking ground with new retail advertisers that's teles Shopper the new system that lets viewers talk back to the commercial thanks for listening now it's question and answer time