Missouri Valley times. [volume] (Missouri Valley, Iowa) 1874-1931, 1919-12-18

rive them ~ price that will mel
mail order competition, to correspond
and let me know about it, and in two
years have not had q single instance
where the jobber and manufacturer
has refused to meet mail order COM
! petition. got away with the price;
got backbone in the merchants.
/ Then started on the advertising
game. talked before travelling men
and got their houses to go out and sell
merchants not only merchandise, but
advertising.
found that the peddlers were sells
ing an immense amount of groceries
B over North Dakota, and went to the
wholesale grocers and said: Il want
to get out an advertisement myself,
n grocery ad, just as attractive as
..hsse. mail order people send out"
They ens un this advertisement. They
sent this out to their trade. We used
= SNo Notwithstanding, dINt, USAicNS HiSs
I we sold some merchandise. And they
4 thought that good idea. They went
out and sold over 1 .200, of the custom
ers that idea. and think eventually
that we are going to get out Of it q
wonderful results.
J found that 65 per cent Of the cof-
: fee in the state of North Dakota was
being sold by peddlers and mail order
people. know we did not have the
coffee business and began to investi-
gate why. found we were selling
!. pound packages and mail order houses
were selling 25 pound packages for
Y few cents cheaper, and for that rea-
8 son the difference in price. These
q men told me about it and suggested
n What we ought to do. I bought COZ
e Zee in large packages and started adj
I -ertising. Put a sample in sack.
e Wrote them about it. Told them we
were putting on sale on this date and
attached sample which would show
them what kind Of coffee it was, so
It that when they read the letter they
5 had the coffee to sample it. ! used
] this same method in dried fruits.
e: After visiting about 70 newspapers
oi found that the hardware stores
n didn't advertise in the papers. In
d this town / didn't see an advertise
ment Of this kind in the papers. Why
ID won't advertising sell hardware as
well as anything else?
it'll My brother got out an ad. This ad
came out in the paper Thursday night,
ii and noticed it increased the sales of
,e this basement about $7O0 fore than
the previous Saturday.
1T There are two classes of dealers,
jewelry stores and hardware stores,
,e who don't advertise. What wonder
st full opportunity they are overlooking!
~ They seem to think that the small
ce country store in the little town is go-
~ ing to be a thing of the past on ac-
a. count of the mail order competition
r and the impossibility of educating the
d. smaller merchant; also on account of
al the automobile used in the country,
re which enables them to come to cities
J. md get larger assortmeESs.
Of ITO my mind if you are not spending
c. N the clothing business 8 per cent Of
I'd the gross sales for advertising you
as are losing wonderful opportunity
mt Mr.. Hart said to me last week in Chi
lie cago: Don't spend less than 5 per
~ 1,e
at and had double-barrel shotgun you
er wouldn't think what the cost of the
re- other she'll was You would fire both
81 barrels" Let's give them both bar
NO rels.
I'M There is town out in our state, 9
in good town. 1t is the third town of the
ed state. They have merchants organ
he ization in that town. They have such
ed La close organization that penny
de store or Woolworth couldn't get into
nut that town unless the, community il
rs that town said so. They have con
ID trol of all the property They DOM
lat allow anything in there because they
have it nailed down. At meeting Of
RS their organization one man said
all What's the use? If we don't any Of
o. Us advertise we will do the same bust
ed ness. What's the use of advertis
lat ing?" So they didn't. Do you know
TIL what happened to that town ou
ry there? Bellies Hass, representative
or found out the condition of that tow
re- and put in four solid carloads of cata
lot logues and just simply cleaned tina
,rs territory with ready to wear business
b. and sold $4,000 in North Dakota.
Mt That is just the idea. If you dom
,er advertise don't forget there are lot
os- who are willing to advertise outsid
lat of this town. Just stop advertiser,
re- and see what will happen. The who'll
nd thing will stop.
ny believe absolutely that in nine
e." tenths Of those who are not advertis
IL ing if they would advertise and han
icy die it rightly. at the end of the yea
ne. it will not cost them cent. In fact
ou venture to say they would max,
err profit on it.
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