The Belding banner-news. (Belding, Mich.) 1918-1973, 1919-11-05
k|SKEY TALKS
AND BELIEVES
IN MILLER TIRES
BUYS MUCH ADVERTISING TO
TELL OF FAMOUS Cleared
TO-THE-ROAD" MAKE

auNcItiolil6 ucNStVPSmchto % tiiC
pronounced increase in dealer news
paper copy appearing throughout the
country, according to VIM. s. Camp
bell, Advertising Manager of the Mil
Ter Rubber Co.. of Akron, Ohio. In
cidentally he lays much stress on the
effectiveness Of newspaper copy and
throws considerable light on the rea-
sons for the $3.50 advertising plan
between the factory and dealer.
AS Mr.. Campbell expresses it: THE
dealer has felt SO convincingly the
selling power of the copy placed by
his manufacturer that he realizes it
has become an indispensable part of
his own operating plan"
at was not long ago." he continues,
when the average tire man felt it a
great injustice if he were asked to
spend money for local advertising in
conjunction with his manufacturer.
He thought his overhead wouldn't
permit it. He didn't understand that
the increased volume of his business
and frequent turnover resulting from
the advertising would more than
counteract its cost.
| "In other lines of business, such as
shoes, hats and shirts, etc., most man.
ufacturers have no local working
| agreement with their dealers for adj
vertising. Tire dealers are unusually
fortunate in this respect. Not until
the advent Of the automobile did such
broad advertising plans develop. The
whole country had to be informed at
once about the merits of the motor
car. The layman had to be taught
mechanics and the gas engines made
popular. Dealers, distributors and
prospective car owners had to be edu-
| Gated alike.
| "a tremendous number of sales
helps resulted. Eventually the motor
car assumed an almost unbelievable
popularity-all as the outcome of keen
foresight on the part of the manufac-
turer plus liberal cooperation with the
dealer and extensive merchandising
plans with distributors.
"Then, it was suggested that the
dealer buy q part of his manufacture
er's well thought out and carefully
L PlCR0A GU pan diiu AVSaiiLC ~. 10y oO
/ doing he would get double the results
from the same amount of money
| spent his own way. Local advertis-
ing efforts are good. But, the manu-
facturer who cooperates with his deal
er gives the benefit of big advertis-
ing and merchandising system. And
the wise representative quickly sees
the advantage of tying up closely with
his manufacturers advertising. News
paper advertising that the dealer pays
a part for, written by the manufacture
er, is exceptionally good. Expensive
art work and high-power copy are
furnished without charge. Usually,
only one half of the cost Of insertion
is asked-as in the Miller case.
"In the last analysis it is not a 90
so plan at ALT is more like 1890
plan with the manufacturer shoulder
ing the big part of the load. This is
because the manufacturer star
of the preparatory expenses, includ-
ing plate matter and details with the
publishers as well as taking care of
the billing.
"Actual demonstration of newspa-
per advertising effectiveness has con-
verified more dealers to consistent ad-
vertising than any one thing. For
instance, one of the Miller dealers
didn't believe that the Uniform Mile
age message could be told in his To-
cal newspapers in such way that il
would bring results "It costs toe
much" he said, not knowing that the
cost is very low compared with the
benefits derived therefrom.
"In the meantime, national adver-
Using was spreading the Uniform
Tire Mileage message throughout the
country and requests for more infor-
nation were coming into the dealers
office. Some customers who called or
the dealer expressed surprise that he
didn't say anything in his local pa
pers about what he termed such ar
unusual tire. eff it is all that you
claim it to be, you ought to tell the
townspeople that you sell it." they
| told him. That got him to thinking
and eventually he decided to take
what he called Chance He askec
the factory if it would take half
page in his leading paper on 50-6(
basis. The factory Immediately wirec
acceptance Of the proposal and copy
was prepared and the advertisement
| released.
"The next we heard from that deal
er was telegram asking our per
mission to repeat that advertisement
in another paper the next Sunday
The first ad brought such good results
that the dealer could scarcely wal
until he tried it again. 1t took only
one advertisement to convince thai
fellow and today he is an out and ou
newspaper advertising enthusiast. HI
is now, on an average, spending mor'
money in q year than he formerly
spent in three years and his business
has doubled.
"The situation holds true in al
sizes Of towns and cities. A few con
crete examples Of what newspape
copy can do have converted some O
the most obstinate Of non-advertisini
dealers. Today those dealers VIII
are spending their own money for 10
cal newspaper advertising along will
the manufacturers, are the men wh'
are getting the biggest part of tn
tire business"
Theodore Kiskey. local representa-