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Show Blf EM ADVERTISING IN I ' - : -isv, , 14 ' Suggests to Progressive Club That Conceited Effort Be Made to Secure Additional Factories and Residents Through Medium of Publicity, Utilizing $25,000 for First Year's Drive; Cites Success Attained by Other Communities, Both East and West in Placing Facts Before the Public. Methods ..I advertising were dJaciiBS-c: dJaciiBS-c: at m r---nt meeting of the Progressive Pro-gressive Buslneaa .Men's cHib iy T. Ben MclOmm, advertising man of Og-dcn. Og-dcn. who gave a fifteen-minute talk on "Preparing OgdCll for Sal- " His talk, which gve n review of the publicity pub-licity :wid advei'tlaihg work carried on in oilier cltios and made a cornparison im to availability of auch methods In Bd-n follows In full: '"The purpose of this subject toda-la toda-la to bring before you gentlemen facts and figures from other cities, so that you may Ih- familiar with a few su.-- cesses along the ltn.s j?ou have bien dlSOUSSlng lure pr.-ui many ."ltles hnvc studied this subjc t and hav e therefore, proceeded In ttoplr advertls-ing advertls-ing in such a way that they have result) and tbe .durational value f tbeir community advertising has had' a great influence outside as well as being remarkably successful Adver-j Using toda;. Is thesec0nd largest bus-l iness in America, therefore moro of; us are Interested In advertising ihan ever before. I I HI It IT N'ECl SS K ".Cities do not grow, they are built. j an.l publicity as IxedSRSary for cities .ii it is foi' Individual anterprlS.es. Both1 are built with the aid of advertising The advantages of u pity arc Justly, the goods on the shelf, and these advantages ad-vantages must ho solrl first t. tli home people-. "Th Initial thing any enterprise does before advertising, is to take stock "f its merchandise the Mrs! thing we inn?: do In preparing f.gden for bale Is to find out what kind of( salable iiien liandls.- vw- have on the City shelves. W'c mUSt bit upon something some-thing different something unusually' Interesting. We must discover H on Ogden'a merchandise helyea i be-J illevc it was James .1 Hill Who said,1 ''Anything usable Is adverilsable" ;and In this sense we must convince i people that Ogden ls usable for fac-j . tory location for Its manufactured, products as a home city, etc. "I venture the assertion 'hat it ; were lo call on the secretary ol Og-'den's Og-'den's Chamber of Commerce fr a' I surv ey of Ogden 's factory needs lak-jlr.g lak-jlr.g Into consideration successful fac-, .tory operation from a raw-material nd distribution standpoint, we would I be Informed thai such Information had never been as"-nibl.-.l -that OgdjEn I has never had a survey of ts marketability. mar-ketability. Aa It is generally (onced-l wd that before a community caii hope! to attract outside patronage it must' first prove Its own worth at home j tl-.er- lot. . i iii 1 1 1 ci . nieiii . th. f'r..- ' gressive club to perfect plar. whereby the people of this community may I come to know Ogden, is in keeping! I with the average laws of marketing I any Cpihmodlt Before a merchant j r manufacturer decides to lo.-ate ll ' igden he must know, that Ogden ls la distributing center and ibat its trading trad-ing territory is sufficiently large to 'consume his poducts. '.- all know that i Bden is a distributing center ':.iiii ta trading territory comprises over a million and a quarter1 people In the adjacent six states about L'tah. I 1 M O il I K POP I . "Ogden today id the most thriving city in Its trading territory. And as such Ogden should lead out in the nKitter of advertising. And In first selling ur p.-opic In Ogden, they in turn will tell their friends and neighbors neigh-bors outside the stale of the good things ivc- have here. In order to fully ful-ly appreciate the task we have before us in selling Ogden, it is proper to tell you What cities arc doing In this respect re-spect . 'Starting on the Atlantic coast, Kil- tlmore began Ita publicity with an appropriation ap-propriation of $25,000. They later Increased In-creased It to $.".0.uno and with that amount spent in advertising they local lo-cal ed Hfty-tWO nv plants with a combined capitalization of one hundred hun-dred million doiiais. Cleveland 's selling sell-ing itself to home people with a similar sim-ilar appropriation. Indiana in addition addi-tion to the newspapers, is using clr-culajr clr-culajr letters to nomeseekers. New Orleans is spending $J00,000 annually annual-ly and has attracted many conventions. the expenditures of which have partly refilled th- l-.-c.isiirv for the money used in adv ertisini.-. s't Louis in waging wag-ing a campaign. Know Si. i.ouls." They are spending 11-09.000, Inducing v isii.jjs to go there, securing conventions, conven-tions, and attracting new industries. I 81 f UN . n Y IDEAS. "Denver has been advertising "The Tourist Industry of Colorado" for several sev-eral years, in this manner they have converted vacant houses and defunct manufacturing plants of a few y ar ago, Into activity. They have attual-ly attual-ly changed the tourist trade from two nr three hour stopover customers, into in-to four and five-day residents and have thereby added Approximately two million dollars to Denver's annual income An.l this has been accomplished accom-plished with consistent effort and a few- thousand dollars judiciously spent In advertising. "Boulder. Colorado, attaches so much impprt&nee to advertising that , they have ,i county tax assessment to; defray the costs m sailing Boulder. Omaha spent $40 (on in 1919 and si . urcd f23 new businesses during the first six months of that your. Noi dpubt 192u statistics will be even better bet-ter but Omaha first of all sold itself locally. Uien in addition to Its regu-l lar advertising appropriation its thousands thou-sands of citizens add their words of; praise ... their friends outside of mn- ha Sail Lake has sold Itself to Utah j And perhaps the most important ad- vertlslng utab lias done In the past '2". years has been brought about bj lih" erection Of the Hotel l'tah. (mi m ihbors all around us tell us Ball I Lake has one of the best hotels ii America and therefore they ballsvi Ball l-ake must be one of the beat clt Ii in America In each of the ctic I mentioned as being alert to the advertising adver-tising possibilities, in aiding the growtl ,.i in.'r communities; it is notlceabb thai each boasts of its unusual hotels I They Say the greatest elements of ad Vf-.rtislhg a community lis genuine bos pifaiityy-and genuine hospitality U : aided great lv by good hotels. H CITIES GROW I "Ogden has 170 manufact urim planls. poiu!al ion of tlMjnn ;ic.-um 'ulated nvc:' a period of, say, .'to years wibhOUl advertising: yet Denver In ! creased its manufactaring 50 per cen j in four vears with advertising, ani Los Angeles and San Francisco Jump led into the half-million class In a fev years With the help of advertising Who will venture that Ogden'a -m munlty spirit Ls less jiatrlotic than lha Of any other cliy In the land'.' "The old method of liy advertising advertis-ing us. d lo be the paying of bonuse. to have Industries locate in a com munlty. Then booster clubs becanv j popular; but the most recent and lh most SffeCtlVi so far has been advec ImdSI effective so far hai ; been advertising paid spac to tell of cllys opportunities There is ;l selling end" to every bus ilncss. In fact, the most lmportan 'thing in business Is the selling of msr-chandlse. msr-chandlse. It would not be out of order or-der th.-n to suggest that the Progressive Progres-sive club be delegated th"' selling end 1 of Ogden'a popularity. Then. InStpai ... paving 5 -10, i. to gel the Spei r mills, we could secure a dozen sue!1 plants by spending this money In ad-I ad-I vertlslng. But 1 don't know that v i paid $ 1 1. .Olio, yet we paid something 1 It took a lot, "f lime and money tc 'Jar the SperT) people loose from thol) Sail Lake site, which they had alrea'dj purchased - It wasn't just s,iles'in.in ship that got them to . Range fneii pilnds, If Ogden had bach advertifl ing thev would have known that Ball . Lake was the wrong place to locat their plant. At any rate, they wool, have known about US and would h.iv. given igden the once over. , tew public spirited men who knew Ogden were able to show the Sperry peoph where they were wrong now. wh couldn't that be done with advertising t a lot of concerns? I I I . til PLAN "In financing an a.lvertising appropriation appro-priation several cities have tried different dif-ferent ways. .Some have aMd " PSU capita tax others a percentage of th- Chambor of Commerce funds and still others have assessed hotels and special groups of businesses. The selling sell-ing of "memberships " howev er seem to be the most appropriate. I am sun the Rotary members, Kiwanlans. and others would subscribe $50 each to a "Greater ogden Campaign." 1 believe there an- :,m men in 'gelen patriotic enough to contribute to a $2'. 00 fund tn use in selling Ogden "Such a campaign would naturallv 1 divided into two sectiona The first pari aimed at home, those within the trading circle, and thp other aimed without the trading circle or thoout-sid thoout-sid world. It can be done. ' And instead of selling labels and buildings, sell the inside of the can ! A well-made Interior picture Illustrating Illustrat-ing one point Is far better than B blrdseye view of the gden Packing pianl and its lo.ooo adjaci nt acres. Do Ut food buyers know that tanned foods arc safer than fresh foods0 They Should. And I know of no better way to sell this idea than through the Rotogravure process, which you are considering VVHA'l IGDEN i w M i,i . "g.ien is a community or contentment. content-ment. It is our business to promote new patrons for our city .and then make them permanent and "prominent citizens. To do this wo must sell them an 'igden Where living Is pleasurable, pleas-urable, an (igd.-n where toil Is honorable, hon-orable, an igden where pleasure Is p!. ri'iful when- education is sufficient for the best requirements of growing Americans, where business is good and the Ideal location for many new enterprises. 'In conclusion, let ua lake stock of ogden Let us weal Ogden as salable I merchandise aifd s.-u it as such Let is Invite the kind Of business that will do the community the most good rirst. I-t us sell ourselves an.l create cre-ate Interest loeallv Let us tell the world the hlstorv of ''gden and of its great hospitality. Let us make an in- I dustrial survey of "Igden and then advertise ad-vertise for specific Industries - 'gum factory." for instance. Ii the survej shows It would thrive in this vicinity. Let us sell Ogden on the Inside of I the Can' but to do this we must get I home people to buy the cans." oo |