The Richmond Virginian. (Richmond, Va.) 1910-1920, 1919-10-24
THIS STORE STARTS
WITH THE BABIES

The Derge-Bodenhausen Clothing
company of St. Joseph, Mo, be
lieve in catching their customers
young. In fact, they make every eff
fort to attract their attention when
they are only a few hours old
This doesn't mean that the firm
gathers UP the babies and brings
them down TO the store nursery or
anything of that kind. though thev
would undoubtedly do 1t if it were
necessary. But they. are content to
do the preliminary missionary
work through the parents on the
principle that the hand that holds
the purse strings is the hand that
rules the sales.
Every day the store
through arrangement with the city
board OF health. a record Of the boy
babies born within the last twenty
four hours, and even before these
notices appear in the local papers
the following letter is sent to the
mother Of the new infant
Dear Madam-Cnder separate
&@}ar- We bad sent you by, t.he t.s4hsa
Nine Publishing company a book
called BABY Mine" No doubt YOU
"3ll find valuable information on.
every page Of thie book and we
trust that same will he Of service 70
YOU,
Yours truly
Each Of these letters ia person
ally signed by Roy 9 Brett, VICE
president OF the Overwhelmingly
company, and the Baby Mine" book
arriving a few DAYS later. always
proves Of interest to the mother be
cause Il contains directions for feed
lns, clothing and caring for the new
arrival Naturally this attention is
appreciated and inclines the father
OF the family to drop in AZ the DE-
store the ext time he needs anv-
thing in tho line of clothing
But, while this attitude on the
part OF the grown~ups is distinctly
pleasing 10 Dcrge-Bodenhausnn. IN
isn't what they are strivinp for
They are after trade vihitH 'wlrr last
for MANY wears 70 come-au dining
the lifetime OF the BABY. the boy and
the man, in fact.
As the second step tn the cam
paign they seud the baby. when he
Is a few months old, A tiny pair Cd
trousers cut to At the average infant
OF that axe, and MANY mothers have
reclprocated by having the chfld's
picture ~ in his to the bows de-
partfnent, where you win receive a
birthday we have for YOU.
Eaten o many happy re-
turns or the DAY, we are.
Yours truly.
From this time on the bow Is con
sidered to belong to the live list
OF sales prospects, and letters are
SEN to his parents from time 10
time, calling their attention to VA
r1ous ttmefy lines and offerings
About the time, according to the
company's card-index fAe, when the
boy is ready for his first pair of long
rousers he Is sent the letter which
appears below, the address Dear
sir being a touch which has he]ped
wonderfully. because every boy likes
to think that others realize his ar
rival at the estate of manhood.
Dear Sfr-It has been some time
since we wrote to you. Nevertheless
We hope o are still one of our Gus.
toners. You won't remember. but
we sent you your first pants (ask
Dad) and now You are ready for
your FIRST longs"
W. would like very much IN have
tho privilege of introducing Won 70
our mems clothing department, lust
for old times' sake.
Yours truly.
This letter. at first glance. does not
appear to possess much selling
punch" There isn't a single men
ton of price or even quality in il.
But II has produced exceptional re-
suits because of It's friendly tone and
the fact that Ii takes for granted the
point thai the recipient will have no
further s for. boys department.
From the moment he receives this
letter the boy doesn't give his par