What Is Teleshopper? (#2) (sound)

teles 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 every effort is made to create awareness of this special telephone number by onair saturations contests TV guide and newspaper ads and News interviews and features that this can be done successfully was proved in the original Market when surveys showed a 61% awareness of the number after just four weeks of promotion once the number is well known by the majority of consumers in the market the True commercial power of teles Shopper can be put into action 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 teles shoper promotions that 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 30 seconds not only go by fairly fast but are not very complete in every detail so calling the teles Shopper for further information as to Price Store location credit terms length of sale and so forth now makes sense The Advertiser who buys The teles Shopper concept now has these four built-in advantages one the first television newspaper type ad with the same referral value as the newspaper because of the telephone backup second every caller receives a full personal pitch on the item in question which has been supplied by The Advertiser himself third confidence that callers will receive a warm and friendly reply unlike most direct calls to the store itself fourth his multi-item ad now reaches into homes that he has 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 used our station staff talent to kick off the promotion campaign there are four phone numbers you should keep handy two of them you should memorize is 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 Shopper number by the Rhythm and the numbers 263 6161 263 6161 263 6161 we use many ious types of promos and on occasion we would bring in a progress report as follows teles 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 teleshop or 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 [Music] progress along with the progress reports we did a series of teles Shopper reports covering as many aspects of the service as possible here's a sample a report from teles Shopper Central Channel 10 up to February 10th our viewers saw 429 announcements telling the teles Shopper story which means means that every home in San Diego County saw these messages an average of 51 times which adds up to 18,200 th000 homes or 26 m226 th000 total adult viewers impressive 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 well it received lots of publicity so we did a humorous teles Shopper promotion along with a contest promotion which went like this now for the game of word association I'll give you a word you speak the first word that comes into your mind ready ready red aha pretty girl telephone teles Shopper helpful Tes Shopper service teles Shopper oh stop go I mean the end the beginning oh yuck H animal that's a yak oh Yak telephone telephone teles Shopper Tes Shopper 263 6161 what did I win a yak 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 Shopper 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 [Music] number after running the contest promos we made 584 more calls and found our percentage had increased from 61 to 72% of 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 the teles Shopper telephone number as well as continuing with a limited number of teles Shopper promotions so much for the teles Shopper campaign now we'll show you some examples of teles Shopper commercials created with the advertisers cooperation right here in the station facilities using our own art department for all preparation the first demonstration shows a typical merchandise listing handyman's the place to save on Christmas appliances Hamilton Beach hand mixer $6.99 brother hair dryer with manicure handyman priced $ 13.99 8 speed wearing blender $6.99 handyman has rival electric can openers 626 Proctor glass perk $88.99 KingSize buffet style fresto fry pan handyman price $1 199.99 shopped during the Christmas appliance sale at all five Handyman stores here's another merchandise listing that helped gift Woolworth's one of its biggest weeks ever wwor passion Valley has these super values for you now through Sunday monsan carpet squares at half price now 19 each Uber canister vacuum below 1995 Deluxe K bicycle only $27 $20 off an at cartridge tape player now $39.95 giant size intensive care lotion 99 go to w worth Fashion Valley or call 263 [Music] 6161 the merchandise listing works that is it has proved to sell very well when merchandise illustrations are not essential to the story however some merchandise requires illustration and we've developed a special technique to do this 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 reduce 20% this week only Magnavox 25-in color consoles reduced $80 to $100 go to make company 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 pillows super soft open weave blankets famous Fe 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 every week ran for five weeks Robinson's is having its biggest anniversary sale enjoy values like Websters 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 lingerie junior size night shirts and bikinis $4.99 women's nylon too briefs six for $5 at Robinson's or call call 263 [Music] 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 for8 59.95 save 25% on gorum Sterling William Rogers five piece tea and coffee set $59.95 world's finest cultured pearls with brocade case $29.95 at all seven 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 and another natural are the movie houses now here is an account that has been very successful by running their schedule during the week in daytime and early Fringe here are the movies in town at the center theater Ryan's daughter winner of two Academy Awards at the Capri theater Walt Disney's classic Fantasia the ultimate experience at cama The Andromeda Strain rated G but maybe too intense for younger children at the college theater taking off plus Diary of a Mad Housewife at Cinema Grossmont Dustin Hoffman in little big man at the Helix two comedies cold turkey and Mrs Paul Spar go to the movies and for more information call teles [Music] Shopper 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 another adjunct to The teles Shopper commercial that we call one of the following Special Value secret special Sur Prize or fashion report we made a generic Master attention getter 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 teeshopper schedule he can also run one of these attention getter it's Jess of Special Value time at Channel 10 teles Shopper our girls are standing by right right now to tell you about the secret special available only to teles shoer callers and for the next 2 hours at jessups 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's 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 bulletin 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 as you can see all the advertisers use the same attention getter commercial we just drop in a different advertisers logo because the teles Shopper concept is competing with a newspaper and not other television stations we're always looking for ways to upgrade the service we've devised a way to give our onair teles Shopper advertisers a free editorial perform a public service for our viewers and at the same time promote the teles Shopper here's an example of how it works [Music] 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 teles 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 supplied us with this information on body makeup and body suits everyone who called asked the teles Shopper operators where the bodysuits could be found they were given the list the stores sold merchandise the public thanked us we promoted Tes Shopper quite a parlay another interesting vehicle we used was to encase an advertiser's commercial within a teleshop or promotion this help 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 shoer 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 quick name the scant pant capital of our world Robinson's avantique shop right little jumpsuits little shorts with their own little tops scanty prices too $ 20 to $30 in the avantique shop want to hear more call teles Shopper 263 6161 want to see more scoot to Robinson's Fashion [Music] Valley now if there's any additional information you need concerning any of the items you just saw call The teles Shopper at 263 6161 our girls are on duty from 800 in the morning until 11:30 at night [Music] 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 and research well that's teles Shopper the new system that lets viewers talk back to the commercial thanks for listening and now it's question and answer time