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Show The Enterprise Review , July 21, 1976 Page lib Editor: Letters Editor Suddently we are awash with critics here in the Valley of Salt, the latest inadequacy being Ryan Poulton's column attacking the use of Jim Backus to promote Dees new Steak n Swiss sandwich. We feel sort of a sadness about all the young people who are not at ease in the crass commercial world, but who must always be spewing out hate, and venomous criticism toward a world they are to understand or to live in. Especially tragic is the rising tide of todays criticism by unqualified people toward corporations and their advertising programs. Shame on you. Enterprise Review, a supposed business newspaper which reports facts, trends, research and hard statistics, for your complicity in this shabby criticism. Out here on the desert in the boonies where we have no manufacturing, no industry, and a very low level of risk and investment by our local people and locally owned companies to develop and market products, it is doubly regrettable that your columnist would, without any facts or knowledge of what is really involved, stretch out to cut up Dees and Mr. Backus. What we need, Mr. Publisher of the Enterprise Review, is no further criticism of this type, but instead, why dont you commit to the posture of a bold and strong support for investment in enterprises and products by local people, the creation of payrolls and the taking of risks. We need the encouragement of new manufacturing and new industry, and the support of existing businesses not the tearing down thereof, which this pitiful column exhibits. Lets first say a word about Dees. This enteprise, which started almost 50 years ago with one hamburger stand and built its first major new modern drive-i- n on 21st South about 19 years ago, has grown into one of the most formidable marketers, competitors, innovators and promoters in the fast food industry. Their strength in this field is such that no other national chain has been able to achieve any penetration or dominance in the market of any consequence, much to the surprise and dismay of several national companies. This is because of the continuously successful marketing of new products and the endless promotion of their staple products by this restless and determined company.... an organization which at this point has achieved an amazing business growth and is now doing over $12 million in annual sales. They employ in excess of 1000 people and contribute heavily to the tax base, employment picture and fiscal vitality of our Utah communities. Their accomplishments and techniques have been admired, envied and imitated repeatedly by others. In Sacramento years ago, an agency developed Ronald McDonald as a strict copy of the Deeburger Gown which thereafter was adopted nationally as a symbol for McDonalds. Here we see the Frank Gorshin series for Tracy Collins (which Poulton mentions) an obvious salute to the correctness and success of the Jim Backus promotion for Dees. The business of advertising is the business of taking d client dollars and through imagination, artistry, persuasion and media impressions, making the clients business grow. This is called bottonHine profit and loss. Lets see how this all worked in this instance. First of all, promotion is of no consequence unless the product is right. Dees pours terrific research into every one of their products, and in this case went to great lengths in research g in the development of this sandwich, which in and After reality debuted in the Dees Family Restaurants. analysis of the product it w as determined to try this sandwich d in the Dee's Drive-In- s for one month where it was with material only. The sandwich began to sell in the volume of 50,000 units per month. Now came the Jim Backus television spots, radio spots and color billboards, and in the second month, with this promotional backing, Steak n Swiss sandwich sales zoomed an incredible 300 percent to approximately 150,000 per month. The third y period looks even stronger at this writing. Yes, Mr. Poulton, Dees really did it again, regardless of how you feel about the pre-testin- pre-teste- point-of-purcha- se 30-da- promotion. few' other comments It is a are appropriate. fundamental of advertising that before you can send a message, you must first get attention. This of course was why we picked a talent whom everyone knows, welcomes, enjoys, We achieved instant favorable association, relates to. recognition, identification of the product, something wrhich is not easy to do, as anyone knows who has tried promotion in the Intermountain market. Let me recall that some two years ago w'e brought in another Hollywood personality, John Marshall (whom you have seen on the air for Folgers, Totinos, Yamaha and others) to introduce the Super Dee hamburger. The result of this clever series w'as another triumph of new product marketing, and sales zoomed to the ultimate in local popularity, name recognition and smashed sales records at Dees. What you are seeing in both these endeavors, and what we hope Mr. Poulton now understands, is a consummate demonstration of applied marketing and sales promotion by a couple of outfits who have written the book on these subject around here in the last twenty years Dees and the Gardiner A Agency. Incidentally, we have worked with many talents and many movie and TV stars, and we can only say that Jim Backus is a real pro. Far from decadent, although he has been on the scene for many years, his Gilligans Island, though ancient, still holds a 36 percent share of market in the ADI, vs. 33 percent for Dinah and 27 percent for Partridge Family in its time slot in the Salt Lake market, pulling 67,000 young people and holding a 5000 household lead on its nearest competition. Hey, Mr. Poulton, dont continue to ignore the product! Its a great sandwich, and wed like to buy you one and give you a tour of the Gardiner Agency anytime youd like to drop in! hard-earne- Hal Gardiner B&wse hW m Bioctv ISAWA&S RUU 0MSR a rseen 1 65T USE? TO Blood aup SICK. A(JP SORV. Cm; ,AST U3E6K UOTL ems w M owes. arbgcoP roa vs. THeV IT h$ ma 3LOOPV put fua uHafNt yflJPKMT?, BUTBBCMJSe of ggwvies r wasut BCWfREP VBSS. ir. AT ALL. soMssewj) CAU Be A I RXTOR. |