HEINEKEN'S POINT-OF-SALE, RADIO
POINT-OF-SALE
AND INCREASED
HEINEKEN'S SALES
WE are firm believers in the great
value of the use of as much sales
promotion and point-of-sale material
as possible to further the sales of
Heineken's through our wholesalers
and in the retail trade.
In several markets, and wherever
it is permissible under state law, we
find the use of Table Tents and Menu
Stickers greatly increase impulse buy
ing for Heineken's. The use of this
material in eating places is particu
larly recommended because of its posi
tive results in additional sales.
Heineken's Beercoasters, due to
their extra thickness and absorb-
ency, serve a two-fold purpose. They
are used as a practical measure and
they each convey their own distinc
tive Heineken's sales reminder.
By far one of the most effective
and popular point-of-sale items is the
Heineken's Wooden Shoe. When
properly displayed the wooden shoe
makes a decorative as well as effective
back bar display. The popularity of
the wooden shoe can be attested to by
the number of requests we receive for
them. In our opinion these requests
on the part of the licensee as well
as the consumer can be translated into
increased Heineken's sales.
A comparatively new item is be
ing made available to the territory
where it is permitted. Our Rembrandt
Folder, in 4 color, has been restyled
and renamed. Henceforth, it will be
referred to as a Masterpiece Folder.
The Rembrandt painting has been
replaced with one by Frans Hals,
(Smiling Cavalier) also in four
colors. A portion of the back section
of this 4 page mail stuffer has been
left blank so as to allow imprinting
with the distributor's name. This was
used in great quantities, and effective
ly so, as a monthly mailing piece to
the various retail outlets.
Heineken's Green Metal signs have
also played an important part in
Heineken's effective Point-of-Sale pro
gram. Its simplicity and directness
make the Green Metal Signs a popular
means of telling the Heineken's story,
while also serving as a decorative bar
display.
A companion to the Heineken's
Green Metal Sign, in popularity and
effectiveness is Heineken's Black Glass
Sign. This item has been tremendous
ly successful, and well accepted as a
Heineken's Point-of-Sale, and decora
tive item.
To illustrate what can be accom
plished, if intelligently used, we cite
the case of Allan S. Goodman, Inc.,
our wholesaler in Hartford, Connecti
cut. Under the able management of
Mr. William Quinn, the sales of
Heineken's have been increased three
fold by extensive use of our point-
of-sale material, in particular, the
table tents and menu stickers, not to
forget the famous Heineken's wooden
shoe.
By having their salesmen religious
ly making available table tents and
menu stickers to the better eating
places and bars, they have greatly in
creased their sales of Heineken's.
We feel that a repetition of this
procedure by all our Distributors,
that is, the making available to all
better eating places and bars, table
tents and menu riders would result
in a similar increase of Heineken's
sales throughout the country.
AS ADVERTISED IN
"TIME" MAGAZINE
A small sentence, that at a glance,
combines prestige and product asso-
citian to the consumer. For this rea
son we are continuing our extensive
National advertising campaign in
"Time" magazine. In addition to our
regular ads, we are also participating
in "Time" magazines merchandising
programs.
We have contracted for four page
reprints of our "Time" advertising
program, which we will use as part
of our Direct Mail program, same
is enclosed.
As a monthly mailing piece we
have available the "Time" Booklet
or Stuffer, which informs the retail
merchant that the Heineken's story
is now being seen by 1,800,000 fam
ilies in "Time" magazine.
Last but not least we have the
"Time" Display Card. This card is
a replica of "Time's" front cover but
instead of a famous personality being
featured on the cover, the famous
Heineken's bottle is featured. This
card is ideally suited for counter dis
play purposes. You have probably
seen them displayed before, these
words are printed across the card, "As
advertised in TIME magazine."
TRADE PUBLICATION
ADVERTISING
In addition to our National adver
tising program we are also continuing
our policy of advertising at local levels
in the various Trade publications
throughout the country. A copy of
this ad appears elsewhere in this issue.
HEINEKEN'S RADIO SPOT
ANNOUNCEMENTS
In line with our future plans for
an increased and harder hitting ad
vertising program, we started to use
Radio Spot Announcements on local
stations in the N. Y. and Chicago
metropolitan areas, after the singing
of Heineken's jingle there are com
mercials. We hope to acquaint the
large radio audiences in these markets
with the Heineken's story and its
background in Holland and through
out the world.
As most of you are acquainted with
the high cost of Radio Advertising
you most certainly will realize that
to introduce Radio Advertising into
all of our markets would be virtually
impossible at present. The results of
this new medium for Heineken's will
be the basis of our future advertising
plans.
HEINEKEN'S NEW YORK
RADIO SPOT SCHEDULE
WMCA"Gallagher O'Brien"
Monday thru Friday,
8:25-8:30 A.M.
WINS"Les Kyter Sports"
Tuesday thru Friday,
6:45-7:00 P.M.
WPAT"Gaslight Review"
Monday thru Friday, 7:29 P.M.
WAATPaul Brenner's
Request fully Yours"
Thursday Saturday,
10:45 Ull:29 A.M.
HEINEKEN'S CHICAGO
RADIO SPOT SCHEDULE
WJJD"Stan The Record Man"
Monday thru Friday, 8 :40 A.M.
WJJD"Randy Blake Supper-
time Frolics"
Monday thru Friday 7:15 P.M.
WINDMonday thru Friday,
7:10-8:10 P.M.
