The Pensacola journal. (Pensacola, Fla.) 1898-1985, 1920-11-30

HELP the RETAIL BUSINESS.
Manufacturers have many problems
q H0ive-invcntories. wages trade
conditions. sales force and consumer
demand
The key % this situation. now more
than ever. in the retail dealer.
The manufacturer. the salesman or
tno man who works Ia he factory
cannot prosper or 50 ahead unless the
ro.ail dealer sells the manufactured
goods
Therefore II hehoovea every manu-
faetuFer to plan more systematically
than ever - help tho retail business
ard set the consumer hack In tho
frame Fl mind 20 buy. One of Amer
lea'p leading manufacturing concerns
which has built is business very
largely because ~ the cooperation and
the help Il has given III ewCry way 20
the retailers who sell ltk Roods-Hart
sehaffner Il MARKS setting an ex-
ample worthy 81 emulation Of other
manufacturer whose inventories are
large and whose dealers are stocked.
Hart sehaffnar a Marx persuaded
their dealers 60 exert their full pow
ers - salesmanship e. sell goods &C
tlme when other dealers spcns their
I time grumbiin& about business conAi.
tons poor sales and bad weather.
Hart schaffner a Marx advertised
bigger and better than ever before
in their history s-coiumn ada. e-col-
umn ads and fun paEes-ali with oniy
one idea IN view, and that was 20 get
larger percentage og present bust
ness for their retailers This lnsti-
tpttnn al not wait for cold weather.
4 advertised winter suits In sepsem-
bier and October. when We stu had
summer weather This made the deal.
er~ feel that n Hart schaffner n Marx
could afford TO advertise to help them
Nell clothes In a backward season.
the least they could de- was 10 meet
fhc advertisiuR half way and make
every attempt % cash in on thla Won
aerfui ana unprecedented newspaper
aavertisinw cnmpaien.
What = the result Hart achaffnor
4 Marx arc IN better condition today
and have 4 smaller Inventory than
they had q year aRo-and their deal
cFa' stocks are below normal
such - the power q advertising
when YOU do L tudiciousiy and ~ a
time when your competitors are walt
inN for conditions 20 improve
Ninctetn twcntg-one IL going 20 10
TIE teet year for many large MENU
lecturers. Many may retrenoh III
nearly every department. but there IL
one department Or any business today
that should b. expandea--in leZt--
and that is the advertising depart.
ment. The retail dealers will appreci-
ala advertising help n0w-aapocialiy
local newspaper Advertising more
than any year during the past ten.
Local newspaper AdvertHslnN viii b.
the card uf introduction and tho key
to more nmw orders for 1891 than any
other means And rtwhtfuliy 90. Nine.
team twenty .ons win be the time 10 CO.
ment dealer relationships. and those
manufacturer who send their sales
men out g. sell goods without an nde-
auate plan Ia definite form TO help
that desier sell The consumer might ~
well keep their statesmen or the road
they VIII not sell enough goods 20
pay their railroad fare.
Neither viii the dealer listen 10 the
tales 81 general or national advertls-
Ina. uhiee4 such campaigns are hacked
ny b. local newspaper advertising.
That talk has been worn threadbare.
What the dealer wants Is % have AZ
least 80 per cent ~ the advertising
appropriation spent IN bis own home
newspaper that he reads and All hls
customers read. II you talk 20 such
dealer yea will find that he IA 81
favor IN small copy once or twice d
week nnd bis copy occasionally az
tho height or the selling season he
knows that you cannot expect 10 ad-
vsFttse today and seii tomorrow He
knows that she manufacturer who
starts his campaign IA January and
strengthens ls each month win Ind
at tho eud 81 sin manths that the ad
Fcrtisink has brought blg returns n
Fales. The manufactures who buys
advertiaing on that basic. ard with
such a campaign behind the right pro-
duct viii encourage the dealer 10 stock
tho goods with uH confidence Ghat
the consumer win buy the advertised
products
But beware ~ the flash 81 the pan
three months uut 20 twelve advertls-
iae eampaiEuf Dealers ara Wiea and
know thnt many ~ those campaigns
succeeded ia The past 9ecsase o. over