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Show MARIETING MARKETING MARKETINGBy ROADSIDEMARKETING ROADSIDEMARIETING ROADSIDEMARKETINGBy ROADSIDE ( By Dy T . J . DeloheryADVERTISING Dclohery Delohery DcloheryADVERTISING ADVERTISING BUILDS BUILDSBUSINESS BUILDSBUSINESS BUILDSBUSINESSI BUSINESS Wlle < TIfIN : 1Iugh Ilugh Na Nash h of Redfield Rcdfleld , S SVi Vi 1 D > I > . , Ihll lliiiblied finished hed selling selllng hi hib his : . best ssa \ wtcnneluiis a . tcrmLlolIs termcluris to tov holcsalers holesalers wholesalers \v v \ . thousands thousandsstili thousandsstill thousarustill stili still renialncd remained In the fields Oelds Odds Ponderinr Pondcr- Pondcr Ponder PondcrinJ Pondcin - inJ inr ( ; a hit bit as to how he could coulC ) sell them theehe , he decl decided e to ad\ ad advertise aderUse adsertise \ erUse lu In local news newsp'lf1erS newspapers new ; pipers p'lf1erS plf1erS papers ' for 40 10 miles mllcs around his farn farm farm'l farn'Witermelon 'l\ 'l l 'Witermelon Witermelon 'latermelon ' . " \ 'ltermelon ltermelon atermelon ' Day , " screamed thhcadHne the theheadJne theheadline headJ/ne headJ ne headline / of his ad.erUsln aderUsln advertising . When Whendusk Whendusk Whodusk dusk settled over his farm that Sun Sunday Sunday Suiday day , tliere there tliereasn \ \\asn asn tsasn \ \ asn t a melon on the place placeas placeas placas as large as ns n a man's mans ' head More than thanWO tlia ; 500 WO 00 cars cnrs hid h'ld hld ' . visited .Islted Islted tlic the farm nnd and andG000 am6000 6000 G000 6000atermelons \ watermelons \\atermelons atermelons brought- brought broughtBut brought x,500 x500 : - , ! > , 500 ' ) { ( But Butthat Butthat Buthat that thatIsn't \ wasn't wasnt \\Isn't Isn't Isnt : ' all nil Potitocs Pot'ltoes Potltoes Potatoes ' squash squnsh , pop popcorn popcorn popcorn corn and a few fete other sus such sUl'h sUlh ' h product.s products product.swere productswere productwere . were bought freely from piles near the thegate thegate thipate gate wlicre where customers slopped stopped to pay payfor payfor pa ; for the watermelons they picked picked"The picked"The picked"The " ' ' took tookbold tookhold toolhold "Theay "The The way \\ay ay nay \ 'Watermelon Watermelon Day bold hold was a rcvelitlon revel'1Uon revel1Uon revelation ' to me , " said Mr MrNash . Nash . "I I " never dreamed the ad\cr ad cr adser adcrtlslng adsertising advcrUsing \ tlslng tising tlslngH \H H \ we did e.Hd eHd . \ would ould drl1 draw w so many manypeople manypeople manjpeople people It didn dldn t cost much , but It Itsurely Itsurely IIsurely surely paid big dh dividends Idends . . It all goes goesto goesto cocsto to show that producing wh whit 1t it the peo peo- people peopie people - ple pie want Is profitable A Uttle Little time timethlnl timethinking timethinking thlnl thinking Jng whit wh'1t wh1t what ' things WI will ] ) appeal nppeal to tothe tothe tothe the public publlc often orten gets you more than thanmonths thanmonths thanmonths months of the hirdest h'lrdest hlrdest hardest ' kind of laborIn labor laborIn laborin In the field ficld " E r . A . Ikenbcrry Ikenberry Ikeuberry of ot Independence IndependenceMo , Mo . , wis W'1S W1S was ' a county agent until untl ) he saw sawhe sawhe sawhe he could mnl make e more monegro monev mone\ mone money \ ' gro\\ gro gro109 growing growingfruit growingfruit \ 109 109fruit fruit himself than tr trying Ing to teach teachfarmers teachfarniers teachfarmers farmers farniers . . . Now his orchirds orch'lrds orchlrds orchards ' produce produce15 15000 15 000 to : ! 20 O ( 000 (100 100 bushels of apples , and andhe andhe andhe he has 12 lores 'lcres lcres acres ' In pcirs pe'1rs pe1rs pears ' , , grapes , stnwberries str 1W tw 1Wberries twberries berries and and blackberries blackberrles Ikenbcrry Ikenberry Ikenbcrryisn't Ikenberryisn't Ikenbcrryisn't Ikenbcrryisnt isn't isnt ' ' on the main roid rO'ld rOld road ' , , but his road roadside roadside roadside side mirLct m'1r1.et m1r1.et m1r1et market ' . Isen Is w \ well \\en en \ ell patronized , tbanks thanks tbanksto thanksto thanksto to his advertisingLocal ad\ ad advertising adertlslng advertisingLocal \ ertlslng ertlslngLocal Local advertising ad\ertIcmg ad ertIcmg \ ; , good fruit and a asqU'1re asquare asqmre sqU'1re sqU1re square ' deal dent for his customers built up upa upa upa a business that not only takes all an ot of othis ofhis ofhis his fruit , but hundreds of gallons gn1l0ns ofcider of ofcider ofcider cider and thousinds thous'lnds thouslnds thnusands ' of ot dozens of ot eggs eggsand eggsand eggsand and countless conntless dressed chickens chlcl.ens chlclens . ' Good ad\ ad advertising adertlslng \ ertlslng Is cheap , " he be said said"I saidI . . . "I I " don t need as much mucb publicity puhhcity as I 1 Idid 1did Idid I did when we stilled st'1rted st1rted started ' , but I . keep l.eep leep my myname myname myname name before the public except on onrainy onrainy onrainy rainy da dajs days s when iou you ) ou can't cant ' expect l'Cpect lCpect ' ' any anyone anyone anyone one to come out " . BARTON DAHTON BROTHlms BROTHERS BROTHlmsRoadsIde BROTHERSRoadside BROTHERSRoadside RoadsIde ' Farm f'arm rarm Market Marketf'rult MarketrrultVegetables MarketFruit f'rult- f'rult frult f'rultVegetables rrult-Vegetables rrult Vegetables rrultVegetablesFresh ' - Vegetables VegetablesFresh VegetablesFresh Fresh From the f'Ields fIelds f'IeldsCoffin's FieldsCoffin's ' FieldsCoffin's FieldsCoffins Coffin's Coffins ' Corner on Haddonfield Road RoadIt RoadIt It didn dldn t take ta1.e ta1e . an expert to write that thatad thatadseWsing thatadvertising adettIslng adseWsing ad\ ad \ ettIslng copy \ ' which hlcb the Bartons Bartonsused Bartonsused Bartonsused used in ID a three inch space In their tocal 10 to 10cal local cal pipers p'lpers plpers papers ' , , but it was strong enough enoughto to pull puB $200 200 $ worth of ot sales in one day.The dayThe day . TlIe The . same s'lme slme ' amount of produce prodt.ce prodtce prodLee . , sold soldwholes'lle soldwholesale soldwholesile wholes'lle wholeslle wholesale ' , according to the terminal terminalmarL.et terminalmarket terminalmarket marL.et marLet market . quotations , " would "ould ould have broughtBarton brought broughtBarton broughtBarton Barton Brothers about $100 100 $ , and t.hey they t.heywould theywould . theywould would have ha\e ha e \ had to haul It to tu market marketpay , pay commissions and other e expensesAnd expenses expensesAnd penses pensesAnd And Bartons , primarily fruit grow growers growers growers ers , hid h'ld hld had ' to produce vegetables vegetable becausethe beeause because beeausethe becausethe the consumers 'lsl lsl ' isked asked ed for them S\\ S Seet Sweet Sweetcorn Sweetcorn \ eet eetcorn corn . , a big seller seHer , often mo\ mo moves moes \ es at the therate therate therate rate of 100 dozen a day . V A Iloughton Boughton , Milne 1'llne 1llne Maine ' poultry pou1tr man manw , , 'lB lB will " ' ill glidly ghdly gladly tesUf testify ) to the value valup of local localad localadvertising localadvertising ad\ ad adertlslDg advertising \ ertlslDg During Durlllg the hitching h'ltching hltching hatching ' sea season season season son he sold eggs at 5150 Sl 1 50 a setting The TheprIce Theprice Theprice prIce of table eggs was w.as . 15 cents ado/en ado en a adOen adozen dO/en dO en dozen / A few dollars ' worth of pub publIcit pubifclty publiclti lIcit ifclty , } netted $48 48 $ dS extra pro3t proH profit ! on the theegg theegg theegg egg deal deal'I ' 'I I ' I f can't cant ' help but believe b.he\e b.hee b.he bhe e bcheve ( . \ in advertis ad\ertls- ad ertls adertns adertlslng advertising \ % - ing lng ; , ' he e explained pl.llned plllned . ' 'Hele Hele Here 'Heies Heies ' s another anotherreason anotherreason anotherreason reason I spent 63 cents for a cJJssl ctassi ctassifled cJJsslfied cussified fied fled ad after I had sold 10 large largedressed largedressed largedressed dressed cockerels for $120 120 $1 1 $ 20 each beduse be beC'luse because C'luse Cluse cause ' tlie the return was too smnll smllll small l-oc'll l oc'll ocll Local loc'llnelghhors Localneighbors Locilneighbors - ' nelghhors neighbors bought 30 males lor for tor breed breedIng breeding breedIng Ing purposes purpoces ; through the 21 \ word ora aa ad ad.piling adpiling . , p'l pl paying ' Ing me $100 100 SI00 $ I could h:1\ h:1 h1 have h:1e : \ e sold al alm almost almost m most st a dozen more If I had them ' I F ' C Crocker Crocher , like many mJny other Ne Nebrclska Nebraska Nebraska brclska braska pure bred hog breeileis breerJels breetlers , . , held heldtO heldtwo heldtwo t\\O t O two \ big auction cluction sales &lIes lIes & a yeir ye1r year He sellsdirect sells sellsdIrect sellsdirect dIrect to the farmer now , finding hndlllg hndtng it itmuch Itmuch Itmuch much cheaper chedper and more profitable profilnhle Ad AdvertlsIn6 Advertising AdTcrtlsin vertlsIn6 vertising does the tlIe selling sllllng It's Its ' cheap cheapusing , USl11g using small space , but ( > even \ en lower lowerprices lowerprices lowerprices prices bring brlOg him greater net ne returnsbecal returns returnsbecal returnsbecatse becal becatse ; se Ce of reduced rlduced expen&e expene expense & . . . ' Markets 'lIIukets lIIukets , patronlyed patronl7ed patronized by people IIv liv IIvIng livIng llving Ing In neirby Dllrby nc trby towns tons to\\ to \ ns can often mike mikegood m mikeeood cake cakegood good use of ne\\ ne newspiper nesplper newspaper \ \ splper ad advertising adertisung \ % ertllug ' ) , a amldlllnJ amedium amedium mldlllnJ medium \ which \ hlch Is especially lsplclally espcclally helpful In InroO inmosing inmoving roO\ roO roOIng mosing \ Ing surpluses suqlluses at the peiK pe'lk pelk peak ' slason season season'said seasonsaid ; , ' said II 11 P < . ( Oii , I tston > ton , roud roadside lde mar1.atlng mar1atlng marketing mar1.atlngexpert marketingexpert marketingexpert . expert of the \ Miclilgin l\I1chlg'ln l I1chlg'ln I1chlgln Mlclilgan ' state college'The collegeThe college college'The 'The The ' The plan follo\\ follo followed follocd \ \ cd by SOD1 some gro\\ gro groers growers growerswhen \ ers erslIen , \\lIen lIen when \ \ cunrronted confronted with a surplus surillus . , Is to toredlu toreduce toreduce red\lu red lu reduce \ the price pnce on the product Inquestion In InqUl inquestion qUl question lIon linking lII'lkmg lIIlkmg making ' it a n dra\\lno dra lno drawint dralnocard drawintcard drawin \ card to toget toget toget get people to come to the mirket m'1rlct m1rlct market ' , S It Itl.fiLd itibflcd itIsfied l.fiLd lfiLd ibflcd : . customers cUMllmers buy other comnwdl commodl comnwdltks commodltics coinmudities tks tics nnd jlUcj and .onie onie come ( ( . orne agaInHl again , / and /Hl Hl tlioiih tJwuh thouch . ! , , ; the thegro thegrower theero\ver theero ver groer grower gro\\ gro \ \ er may m.lY mlY . make little prrhl prolll pruht on the thes'lle thesale thesile s'lle slle sale ' of IIf the featured product ) , , he voids voidsloss 'l l ' ivoidaloss " olds oldsIlIs IlIs loss and is doing the tiling thing \ whicli which \ hich will willdevelop \ willdevelop \ ill illdevelop develop his utromge Illtron'lge Illtronlge ttronage Illtron'lge'The p ( utromge'The ttronage'The ' 'The The ' elTe effectiveness ( tl\ tl tleness \ eness of ne\\ ne newspaper neIrJlUlJcr \ \ IrJlUlJcr : ad adverti advertising advertl&ing advertling verti vertising & lllp ; depend dllemh depends [ ; , , among other thlns thhis thingsupun , , ; ; , ulJun upon the location IOlatlon locatlon of the rmrket rWIrlet market , . , the thekind thekind tliekind kind of products lJrfldll'ts lJrfldllts ( ' offered olTered for sale s.Jle sJle . thLir their thLirquality theirquality ttieirquality quality mid utilI and price prace & and &nd nd on the class at of at"lU"l ofpeuplt ofpeople "lU"l lUl peuplt " " w \ who \ hll ho re id the paper puper rhese rhe"e rhee These " r f fietors IC ac ICtors actors tors wayfor arc are so variible vari'lble varilble variable ' that tlie the only nnly way wayfor wayfor for any Indivldinl hlllhldll'11 hlllhldll11 lndividual ' farmer farUier to determinewhat determine determinewbat determinewhat wbat what m miv lV ty be acc accomplished mpl1shed by this thisIIIL thisme thisme IIIL me w ins ' ) Is to give Ive it a trial"Adveitising triil trl'1l trl1l trial triil"Advel ' "Advel Advel "Adveitising Adveitising " . Ath el Using tl ! ng copy should be pre- pre prep preii pre-pned pre pned - - - p ii tted II ul \ with Ith the realization realizoltlon th ti tint It pros prospet prospettlve prospectlve pettlve pet . tI \ e < ( ll iiblonicrs ustomcrs tllmcrs will \ want ant to know knowh1t knowalit knowwint \\h1t h1t alit \ proiliKts IlrodlHts prodlrts ( are for sale s.de sde . the prices priceschllrj.prl pricescliarter pricescli chllrj.prl chllrjprl cliarter ir . . , .pd pd ) and nnd \ where \ here the mnrket markLt market Is 10- 10 lo- lo locatt 101ft lo-c-itid lo c itid - - catt ( ' " - 1ft II i1 "lilY lilY ' M 'il il " my toy nen new newspiper sp lJer tper [ otiicos oll1es oihces ( If supplirrj sup supplH'tJ supph plH'tJ plHtJ ph ' d will with \ I1h ) tlie the essentlll essLn1l11 essential fact ell't ellt facts ( ' " * ; fur"l furl furnish furnishthe furni&bthp furnibthp " & b bth th the ( > ber\ ber berII ber bervlcp \ % II k p of some one trained trnlnul In vs \ writIne \ rlt nit rltlug nitlua lug lua ilvtriis 'ldH ldH adt ' ( % rl1 rust < : t ( ments m ( > nts to put them tllLm In llnilfonn IIn tin 11 11fnl l lfm fnl fm In or r at 81 I It luibt . n cast t make m.lke mlke . su suggestions suggectlons ectlons ; as asto asto aato to 'icw icw 'IIIW IIIW 'inw inw ' It ; should chllilld be done ' e a Hl3 1913 1925 Wciitera western W lItern Ncwrpapcr NIiWS-PIlPCt NIiWS PIlPCt Novspaper , - Union . . |