Iowa County democrat. [volume] (Mineral Point, Wis.) 1877-1938, 1907-06-06
HINTS TO MERCHANTS.
lggestions as to How They May Ad
vertise SuccessfullY.

vet Use SuSSSSSIutly.
[ nave known OF more than q few
Instances OF advertising absolutely rev
olutionizng store methods and store
policies and creating a good will OF
enormous value on 4 foundation that
had TO be rebuilt to keep pace VITA
the advertising.
One OF the most conspicuous IN.
stances of this class is that OF a great
retail concern in New York which ten
or twelve years ago did business sole
ly ON its reputation as cheap store.
Its advertising was devoted entirely to
impressing the public with this one
idea Of cheapness.
y new advertising m mayer came in
to power, d man of ability and breadth.
He proposed TO improve the methods
Of the store, to make its personality
cleaner ana brighter md better. to sell
better merchandise, to improve the
craftsmanship and to attract a better
more stable cLss of trade
The proprietors approved his SUCCESS
tons and gave him an opportunity to
experiment. He did away with the
former style OF advertising which an
nounced "a SO b2by buggy marked
down to $3.49' and substituted for il
live, interesting store news, and once
in awhile in an editorial he told the
public of some Of the stores hopes and
ambitions.
1 suspect he had a hard job, but
the victory was magnificent
Two or three years 2go that store
moved into one Of the greatest bull /
ilgs i'll New York and today it is ore
ct the most wonderful ret i'll establish,
ment5 i'll the world
Today it is known as a thoroughly
reliable store, selling for cash only the
best merchandise at the very lowest
prices. In all the exc, tement produce
by trading stamps this concern his
sailed sereneIy onward, declining tC
engage in premiums, believing them
to be part Of the hysterical meth
DDS it discarded long ago, and in
spite Of ali competition it's business
has steadily increased.
Now, the interesting part is that not
only does the store make more money
than it did under the old system OF
frantic cheapness and frenzied adv7r
Using, but the good will of the trade
iname is immeasurabIy more valuable
than t was before the days of sane ad
vert sing and sensible store methods
If you are entirely satisfied that
! your bushes is so we'll organized tn I
the advertising is not needed to bring
about any revolution in policy or sys
TEN, then your advertising must be
for the purpose of broadening yo1I
trade, Of reaching out and bringing il
to you new business This can consist
of entirely new customers or of adGi
tioBal trade from customers already
doing bushes with you
One of the best forms ofadVertisina
for retail merchant is the intelligent
/ use of his show windows 1t would DC
pretty hard to find anything better
than that, as far as it goes. In the
window you can display the article
: itself. You can place it attractiveIy
mike its surroundings pleasant and IN
bright and well printed card you can
describe the merits Of the article q0d
quote prices.
/, Every one who stops and looks at
! that window may become a customer
That IS particularly true, because I'll
that is needed is for the pedestrian Il
step into the store and purchase the
goods.
In your advertising in the Albang
Journal all you need attempt to do i
to carry the story Of your shun
windows and your store itself to tHous
ands Of homes. the inmates of which
have no time to come down and lo5B
into your windows
1t is easy enough to do this by little
descriptions of the article. just enough
to whet the appetite and BIZ an AT
tractive display of the price. and
wherever possible picture of the ar
tcle itself printed from a cut which
! the manufacturer viii generally furnish
free.
This process sina0ly carries into ov
cry part of Albany and the count y
! roundabout The same story that your