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Show BUSINESS CONDITIONS THROUGHOUT THROUGH-OUT THE COUNTRY AS STATE BY KENNELLY. Business Generally Is Good But Some Exceptions Are Found. After having completed a business trip covering many of the Goodyear branch offices throughout the west and northwest, J. X. Kennelly, advertising adver-tising manager for the Goodyear Tire & Rubber company of California, Los Angeles, declares that business conditions con-ditions in these sections are decidedly encouraging, despite the special handicaps that exist in one or two localities. He made it a special point to make calls on the dealers in the branches visited, to get first hand information in-formation concerning real conditions, and naturally received from them a variety of reasons for the condition of their trade. "I found quite a difference in the attitude of various dealers," he says, "for instance, in a town in eastern Montana, I found one dealer who had nothing to do all day but talk about how bad business was, how little business he had been aoing for the past few months and his wail was that unless things picked up soon he expected ex-pected to close his doors and hunt for a new location. This fellow was pulling pull-ing down the window shade and weeping weep-ing because tire users were not tear-ns tear-ns in his door and forcing him to sell them tires. "In the same town I found another dealer that I tried to talk to but found he was so busy selling tires that it was necessary for me to return re-turn to his store after business hours to get his attention. This dealer determined de-termined that he would stimulate business busi-ness a little, po he hired .another salesman and Increased his advertising advertis-ing in tlie newspapers. "On tho particular day thr.t I encountered en-countered him he had sold thirty-two Goodyear tires, while his competitor had been weeping because he could not sell any. He recognized that there was an actual demand for his product, and he took; the proper measures to get his share of the demand. "A yrrssive salesmanship and advertising ad-vertising can usually be depended on to increase sales. During the last year we have been able to interest tliousanda of our dealers in using newspaper advertising to increase tire si'les. Many of ihern had never before usjed newspaper space and the results obtained have been so pronounced t!'at a regular advertising budget is planned for next year. In some in stances our dealers have arranged contracts with their papers covering an. entire year. "Goodyear is now a sort of 'advertising 'adver-tising agency' for all of the dealers. We not only give advice concerning how to formulate good copy but actually actu-ally write it for them. We also work out advertising plans and make up layouts. Hundreds of our service stations sta-tions are taking advantage of this service, for which we make no chtirgt watever. Our solo aim is to help the dealer who wishes to advertise, to spend his money judiciously in the mediums that our experience has shown us will bring the results. "We find that newspaper men everywhere are appreciating our efforts, ef-forts, for we are constantly trying to correct some of the wrong impressions impres-sions that exist concerning advertis ing and are advising regular insertions inser-tions even in a small way in preference prefer-ence to the use of large space spasmodically." |