The Barre daily times. (Barre, Vt.) 1897-1959, 1913-01-08
vERM0NTERS ASLEEP.
Don't Realize Their Business Opportu.
mites, Says Boston Man.

Burlington. Jan. Sat the meeting
of the Vermont Maple Sugar Makers
association last night, Perry Walton, :
/ leading advertising man of Boston, TOLD
! Vermonters that they were asleep to
their opportunities. He said in part:
"The only reason that Vermont has
no standing in the business world, pos.
sesses no individuality of its own in a
business sense, is because the men OF
! Vermont have failed to take advantage
OF efficient business methods in making
their commodities known America over.
Suppose you were to trademark Yer
mont butter or a Vermont cheese, or
to co-operately trademark Vermont APP
piles and then were to advertise their
deliciousness up and down the highways
and byways. As sure as night follows
day, every man in Vermont would feel
the increased prosperity.
81 know some of you are asking. We'll.
what ought we as producers of Vermont
maple sugar do to bring about a sale OF
more maple sugar and thereby increase
the prosperity of every one of our mem.
bers and more or less effect the pros
perity OF the state Of Vermont" My
answer is this, adopt at once some plan
of far-reaching publicity. | understand
that you are producing over million
dollars worth of maple sugar each year.
Assess each of your members certain
percentage of his production for public
ity work. If necessary sell him a stamp
under which the maple sugar grower OF
Vermont guarantees the purity of his
product. Appoint committee TO handle
tn ha
tribution of the sugar
'The first step then should be the pro-
duction of book or pamphlet that will
tell in an interesting way with attrac-
tive pictures all about the maple sugar
industry in Vermont. 1t should offer a
series of prizes for the best new ways
of serving maple sugar in the household.
The book, further, should deal with the
of maple sugar as part
of the diet, and should be prepared and
printed so well that anyone who re-
ceived it, from the very high quality and
attractive appearance of the book itself.
must conclude that the product it adj
vertises was of the highest quality and
most delicious.
Having prepared my book, l should
set about the preparation Of my ad
yertising and for that / should use the
best publications to reach people all over
the country. and the advertising should
be attractively illustrated and so entic-
ngly written that he or she who reads
would be impelled at once to ask for
Vermont maple sugar at the grocery
store. A certain amount of trade paper |
advertising might be necessary to advise |
.he grocer of the adyisabilty of handling |
Vermont maple sugar. So that the trade |
would stock il in preference to other /
maple sugar. Those who receive the book I
ihould be asked to notify the officials /
handling your publicity of the names of /
lealers who do not carry Vermont maple /
ugar. so that pressure may be brought /
o bear upon those dealers to cause them
Q stock your product
III YOU gentlemen undertake a plan
uch as ! have outlined. the reputation
which Vermont maple sugar will get
rom the publicity viii enable you to in
rease the price of Vermont maple SUI
ar. and market il at a rate which viii
more than pay you the cost of the adj
ertising. and in time Vermont's reputas
ion for delicious. pure maple sugar will
ring greater prosperity TO every mem
er Of your organization and 10 your
tate"