The Washington herald., 1920-12-12
HELP The RETAIL BUSINESS


Manufacturers have many problems solve inventories
wages trade conditions. sales force and consumer demand
The key to this situation than ever. Is the retail
tdealer.
The manufacturer the salesman the ~ho works in
the factory prosper ahead unless the retail dealer
sells the manufactured goods.
Therefore it behooves every manufacturer plan
systematically than help the retail business and get the
consumer back in the frame of mind to buy Oneof Amecas
leading manufacturing which has built its business
very largely because of the cooperation and the help has
given every way the retailers who sell its soodsHa
Schafner & MARKS setting example worthy of emulation
Of other manufacturers whose inventories large and whose
dealers stocked.
Hart Schafner & Marx persuaded their dealers exert
their full powers of alesmanshp to sell goods at time when
other dealers spent their gmbng about business cond
lions, poor sales and bad weather
Hart Schaner Marx advertised bigger and better than
before In their hstoy-3-comn ads 6colmn ads and
full pases-a with only one idea in ve and that get
larger percentage of present business for their retailers This
institution did wait for cold weaher- advertised
suits September and October, when still had summer
weather This made the dealers feel that if Hart Sohafner
Marx could afford advertise help them sell clothes
backward the least they could do meet the ad
vertisng half and make attempt to cash in this
wonderful and unprecedented newspaper advertising campaign
What the resut9 Hart Schafner Marx better
condition today and have smaller inventory than they had
year ago-and their dealers stocks below normal
Such the power of advertising when you do judcous
and time when your competitors waiting for conditions
to improve.
Nineteen veny-one going be the test year for many
large manufacturers Many may etrench nearly every de-
parment but there department of any business today
that should be expanded 92I-and that the advertising
department The retail dealers will appreciate advertising help
especially local newspaper advertising than any
year during the past Local newspaper advertising will be
the card of introduction and the key new orders for
1921 than any other And rishtuly so. Nineteen
twent-one will be the dealer relationships and
those manufacturers who send their statesmen sell goods
without adequate plan definite form help that dealer
sell the well keep their statesmen off the road
they will not sell enough goods pay their rapad fare
Neither will the dealer listen the tales of general
hona advertising. unless such campaigns backed up by
local newspaper advertising That talk has been thread
bare What the dealer have least SO per of
the advertising appropriation spent his home newspaper
that he reads and all his customers read YOU talk to such
dealer you will find that he favor of small copy once or
TWICE week and big copy occasionally the height of the
selling season He knows that you expect advertise
today and sell tomorrow He knows that the manufacturer
who starts his campaign in January and strengthens each
month wl hnd at the end of months that the advertising
has brought big returns sales The manufacturer who BUYS
advertising that basis and with such campaign behind
the right product viii encourage the dealer to stock the goods
with tau confidence that the will buy the advertised
products,
But beware Of the fash the pan-three months out of
twelve advertising campaign! Dealers and know that
many OF those campaigns succeeded the past because of
ovetsea condition, but viii not 90 so now
Twelve months advertising, and out insues sue
Ieesstd retail sas for he retailer Manufacturers know this
10 he true and result building their plans in that direc
6ea instead 1t advertising three months in spring and three
mealhs h the fa1
The department. shores know the value of all the year ad
Settsas=sed when business dull then they redoubIe their
advertising sEe and space bring customers to their
stes N aS tsaes Aan they do during the busy seasons
Nasoasl advertisers Of automobiles tires packing house
eesss feea eseses Of all kinds hats Shoes household
seeds OF al ka stocks bonds insurance railroads all
advertise pehab IN dull times, and advertising can be used
as business tonic to tone up sales departments and sale forces
and they in turn their best weapon to overcome
the present buying vacuum
And The lesson may all learn from the experience Of
The most sseeesu business houses of America that the time
ito % i've yean ahead Of your competitors in an of year
when they waiting for business to get good before they
advertise The expense Of such advertising campaign for
1871 could well be charged propoonay the next Eve
yeanas an nvesment in good will to help the retail dealer