The Hawaiian star. [volume] (Honolulu [Oahu]) 1893-1912, 1912-05-17
LOCAL PROBLEMS
OF ADVERTISING

The meeting of the Honolulu Ad.
Club yesterday noon was one of the
most interesting yet held, from every
viewpoint. The luncheon was in the
Rathskeller of the Young hotel, and
during its progress letters were read
and the addresses of the day submit.
ted. Mr.. Childs, of Theo. II. Davies
& Company, read the first paper and
Mr.. McGrew, manager of the Cross
roads Bookshop, the second. Both
,ere on the subject Of the problems Of
advertising in Honolulu Mr. hebrews
paper YVES as follows:
Advertising in Honolulu is certain
ly a problem unlike advertising in any
other city in which have ever been.
1t is necessary for us to approach peo-
PIE from an altogether different stand
point than that used by extensive ad-
vertisers throughout the larger cities
in the United States.
Sensational or fake advertising in
my opinion, would be absolutely worth
less. doubt If, in the first place, it
would get any results whatever, and,
if it would get any results the first
time. | believe that it would be very
hard for the merchants using this style
of advertising to get any business
whatever, thereafter.
think, however, that the general
rules for advertising apply here the
same as elsewhere. In the FIST place
in order to get results, we must keep
everlastingly at it. We must never
think that we have our customers
cinched, because we haven't. There
are few stores in this town still
doing business along those lines. They
think that they have always had the
business and always will have it, and
apparently make no effort to get new
business or keep what they have. II
will not last, however, because live
business men from the states are
realizing the opportunities which are
here and are slowly creeping in ant
by their live and wide-awake methods
of doing business and of advertising
they will make good here and get the
business before we realize it.
Special sale advertising should al
ways bring big results. Somehow,
don't think it brings the results here
that it should, but I think that the
time is coming when special sales II
Honolulu will be one of the bes
sources of advertising that we viii
have. Special sales always bring PEG
pie into your store that have never
been there before, and if your store
makes the right kind of appearance il
will impress them that they have
made the mistake of not buying there
before. think that an excellent idea
is to back up your advertisement II
the newspaper by window display
of the same goods.
Windows are, perhaps, the best ad
vertisement a store can have, anyway
While, of course, it always acts as
suggestion of what person want
or perhaps needs, there are also
great many people that dislike goinl
into a store and bothering the clerk
when they don't know exactly wha
they wish,-while if they can Sc
exactly what they want in the window
they can go in and ask for 1t withou
wasting either their own time or any
one e'se's Windows should always
attractive and should contain thing
of more or less popular nature, 2
they are always more interesting
the public than everyday necessar
things.
1t looks as IL bill-boards are not a
good an advertising medium here a
they were at one time. PERSONALLY
I don't believe that the billboard eve
was as good medium here as it is o
the mainland, for the simple reaso
that the bill-boards are not used, |
least very much, for the advertiser
of theatricals. In large cities on ii
mainland, where the theaters have
change of amusement every week {
so, people become more or less in IL
habit Of watching the billboards fl
the announcements, not that they {
to all the shows that come along, bl
for the simple reason that the theatC
is topic which is discussed vel
generally and most people like
know more or less about 1t and keC
up on what is doing at the loci
theaters. Naturally this increases Il
value of billboard advertising.
There is another point which ] dor
believe has ever been touched upC
at any of these luncheons and that
the difficulty to get the proper c
operation between the advertisers al