Richmond daily register. (Richmond, Madison County, Ky.) 1917-1978, 1920-01-28

great packers in advertising have Gre
ated a wonderful demand, and I don't
believe that the attacks on the pack
ers are just. Those men have used
all their energy and effort not only
to market that stuff in the United
States but all over the world. But
so many of the people don't under
stand this great. machine of dfstribu-
,tion that we have. And that must be
followed out.
Advertising Costs Nothing.
Does advertising increase or de-
crease the cost of merchandising? We
are spending between ten and twelve
thousand. l figure it doesn't cost us
anything If ! stopped that my bust
ness would begin to sag Immediately.
We will sell more merchandise this
year. Our overhead is all set, our
rent is 50 much, our light so much,
our delivery service there. We would
do. yes. three hundred thousand dol
lars more with that overhead. | will
have to add little extra help to
ildU'lie II, anu L Will ludhS ny lDlS III
telsive advertising enough more profit,
so that my advertising will not cost
me anything. will clean up on ad-
vertising. This is not a ridiculous
statement. If did not keep up ad-
vertising my business would sag.
could not do it. My salary is there,
1t doesn't make any difference. The
managers salary is there. If the sales
come up better. he may get more COM
mission at the end of the year. But
all in all, trim profit accumulates
ii you get to certain stage. Ii you
can put on that extra effort. II is a
well-known fact that the cheapest
method OF selling merchandise today
is by advertising. There Is no other
method Of craftsmanship know Of
that will compete with 1t. | believe
absolutely that if nine-tenths of these
non-advertiSers did advertise that
1t would cost them not one cent. In
fact | venture to say. they would make
profit on it,
When you go into It, get In right
Went into small town and into q
newspaper Office and noticed char
running q clearance SALE in .Iuly. ]
went over TO the store to see how the
sale was going. There were no goods
displayed in the window. I stepped in
side and couldn't seq anything of the
sale. Nothing on the counters. said
Have you got sale on! saw all
al in the paper" 'Oh. yes. all those
goods on the shelf are on sale" /
Immediately went out and got dis
patch to newspaper in St. Paul to
show them just what my point was.
them how they must insist upon the
merchant connecting the ad he puts
in the paper with his business.
Must Get Together.
was down in Muscatine. when an
ad man told me he got the merchant
to advertise That morning of the
sale. the clerks didn't even know what
was on sale until they locked in the
newspaper. If we could only get to.
gether once in great campaign and
agree to advertise! Don't do it hap
hazardly. Do it thoroughly.
When we come TO the store In the
morning the managers come in to see
ME. Planning all around. we talk
il over. and plan it. II is done con.
structively. 1t isn't just putting in
something and throw in a few cuts.
The same way in groceries. If VOC
are going to advertise and sell GER
tain line of picked goods. or canned.
goods. put in the price and set them
out. Have little table or stand and
put them out. Tag them up. In our
sale last fall / asked the National Bis
cult company to give US a demonstra-
ton. A man came and brought along
about $1,000 worth Of sample crackers.
Every lady that came in was asked
TO sample the crackers. We said they
were on sale. so many pounds for so
much on that day. On one day we
sold over $500 worth of crackers. 1t
will surprise you how people will come
in. help themselves and take away
orders with them.
Discussion Is Held.
At the conclusion of the address. 1t
was announced that Mr.. Mann was
prepared to answer any questions that
might be propounded to him by his
hearers.
"What have You to suggest about
Community advertising, something
that will help the community" he was.
asked.
ITO bring business to the town, I
believe If you could have co-opera-
tive advertising 1t would pay. Get out
a. big edition to your paper, everybody