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Show I TO THE MANUFACTURER: I There's A New Bill fly Board In Town m Home manufacturers are about B to receive another object lesson B about marketing goods. Hi ANEW, bright and striking poster has made its appearance in our j advertising and (manufacturing H midst. And, moreover, another of jHJ our home manufacturers, who puts H out a breakfast food, is to have stili B more to contend with in putting his H packages on the dealer's shelf. Hl In our endeavor to conserve the at- H tention for the benefit of the home H manufacturing interests we refrain g from specifically 'mentioning what the H product is or who makes it, aside from H. saying that the profits will help to pay I a large judgment rendered recently in ' tavor of Collior's Weekly. As a little diversion, let us allow our constructive imagination full pjay. H It is interesting to note that in con- H sidering this especial case of inercan- H tile exploitation we are dealing with a H concern that has been notoriously sue- H cessful as an advertiser. Notorious is H the word to use, too, for if there was M anything nearer canned hay and pre- H - served alfalfa offered us than what m this enterprising concern In i asked us M to stomach, we would like to know H about it. But thanks to the potency H of the advertising appropiialon, it is Hj safe to say that there isn't a grocer 1 in the United States who does not at B all times carry and sell an onormouB H- quantity of this firm's products. All IM of which could not be the case had B not the aforesaid advertising appro- 1 prlation created the corresponding de- H mand. 1 The foregoing are facts (names, H etc., furnished upon application tp ad- 1 vertlslng department) ' "" 1- Enler our constructive imagination. B, It is safe to say that advertising B plans dealing with tho creation of a I general demand for a food product, having been strikingly successful, are safe to use again should similar B occasion offer. B' It is a good thing moreover to de- HH' vise new things for tho American pub- BIJ lie, because the A. P. not only likes E new things, but demands them hoi- ilers right out in open meeting for thorn, must have them, good or bad, and so we offer the A. P. a new break fast food. Wo "offer" it in all the devious ways known to our advertising advertis-ing system, including the use of the newspapers, bill boardB, street car cards, inside store advertising, and, possibly, we will use more testimonials from the decrepit who have tasted the joys of youth and become rejuvenated through having become "addicted" to our breakfast food Good. It all paid before. It will again. Wo assume that in out first year we will do a gross business or one million dollars on the new product. Therefore our profit being large, and it being necssary to command immediate imme-diate attention, we will do -well to spend ten per cent of the gross in advertising. ad-vertising. The sum of one hundred thousand dollars is placed at the disposal of the advertising department with instructions in-structions to lay out the campaign copy, media and details. Media and details however are matters that have heretofore been proven in the marketing mar-keting of our other commodities, and will do again. The copy and name only are new. Lining up the selling organization is the next step. This Is easy, as almost every man in the field is a direct employee em-ployee of tho company. Each needs but to receive a sample, prices, and a deal to be offered the grocers The deal of course is for the purpose of loading up tho grocer at the start, so that his overstock will cause him to push tho goods among his customers. In other words so that the legitimate demand created by the advertising will have strong backing by tho dealer and there will be no good reason for substitution of anything "just as good." The deal will possibly be a proposition whereby the grocer may buy five cases of the new product and receive a free case of the already established es-tablished commodities. And now, simultaneously with the first appearance of the advertising, the salesman appears in the grocery with the new proposition. And he puts it over! Why should he not? Tho grocers all know that this company com-pany is a loyal advertiser, always m print backing their goods, and there is no chance of anything they make becoming dead on the shelves. Exit the Imagination. We will call it such though it is not. It lacks little of being the plan that has been adopted for sales promotion relative to the new product, and tho bade bone of it all has been the advertising ap- propriation This appropriation has been tho fiist point decided after tho commodity itself has been innovated. But this kind of advertising after 'hft is not directed toward the general gen-eral public nearly as much as one would think. It is intended to impress im-press the dealer as much as to create cre-ate the demand. It is a pledge of the manufacturer's co-operation that's what it is and the reputation of this concern for co-operating has helped and will always help to place the goods on the retailers shelf. Once this is done the dealer and the public pub-lic alike will make the packages flit from the shelf providing the manufacturer manu-facturer himself doesn't cut the string and let the people think he has tied a can to the goods and filed them out of his factory. Summing it up it amounts to this: The man who sells your goods over his counter and the customer who buys them, like to know that you, Mr. Manufacturer, have faith in your own. Permit us to cite the following statement made by the Curtis Publishing Publish-ing Company In "Printers' Ink": "One of the three largest grocery companies in the world persistently refused, for two years, to stock a certain cer-tain well advertised line of goods. "Unknown to the company, several hundred of their best ciedit customers custom-ers were buying this product elsewhere. else-where. Finally the manufacturer succeeded suc-ceeded in obtaining the names of 400 (of these customers which the store acknowledged to belong wholly in their 'quality trade.' "On further investigation the store found that for two years it had ben losing many of its customers to competitors com-petitors solely because of this product. Tempted to go -lsewhere for one article, arti-cle, these customers gradually bought more and more of their groceries from their new connections. Perhaps displeased dis-pleased that their requests for this product were ignored, the more irascible iras-cible 'customers deliberately changed over. "To recoup themselves partially, this store, being finally convinced of the unprofitableness of its policy, then went the limit in co-operation with the advertiser by furnishing .elaborate window displays and the like. "Far better for the store to have analyzed the 'quality demand' that national na-tional advertising was creating for it. Far better, window displays early in the advertising campaign bringing new customers than window displays two years later, to bring back lost customers." In closing allow us to reiterate a statement made in a previous article, that Utah manufacturers are not competing against quality, nor against sentiment, but Utah manufacturers certainly are competing against a superior su-perior advertising force not from the standpoint of brains, particularly, but numbers in advertising inches |