Alma record. (Alma, Mich.) 1878-1928, 1922-02-16
RETAIL PAPER
TELLS OF SALES
MERCHANTS BUREAU SALES
ARE TOLD OF BY THE
RETAIL LEDGER.

Times, the following article in re-
gard TO the Merchants Bureau sales
here appeared in the Retail Ledger of
Philadelphia, February /:
When the Farm Bloc was organized
in Congress last year, Congressman
and Senators alike explained that UNI
less something was done at once the
farmers and many rural merchants in
the west would be ruined.
Alma, with its population of 1900,
was one Of the towns which the legis-
lators had in mind. Merchants depend
entirely upon the farmers and people
employed in the motortruck plants for
their business, and, Of course, both of
these industries were in the doldrums
all last year.
Instead of giving up the ship" AL
ma merchants decided to launch a
trade extension plan and demonstrate
In concrete way some Of the reasons
why Mr.. Farmer Citizen and Mr..
Town Dweller should come to Alma
frequently TO market their products
at topnotch prices and carry home
merchandise in exchange at "splen-
didly saving prices" The only favor
able factor i'm the situation which the
bureau had to cope with was the fact
that Alma was the logical merchan-
disc distribution point for over 1000
square miles of central Michigan ter
ritory embracing the states richest
rural districts. Besides, Alma is the
largest city in a radius Of forty to
eighty miles, and the merchants fig
ured that its facilities For economical
ly supplying the wants Of this great
territory should easily~surpass that of
any other small community.
1t was bold step and required
considerable courage, - declared Harry
Gerber, president Of the Chamber of
Commerce, but courage was our last
resort in a time when something radi-
cal had to be DONE" a
At meeting Of all the members of
the Merchants Bureau held in the
City Hall, details for the Trade Elk
tension Plan were formulated. Ev-
erything possible was done to stimu-
late business and to create spirit Of
understanding and cooperation be-
tween the residents of Alma and their
neighbors in the outlying districts.
Briefly, the plan called for a series of
sales at which merchants should sell
their merchandise at extremely low
prices, or even below cost. Every re-
taller was to contribute certain per
cent Of his yearly or monthly sales in
buying advertising .speees in the six
page circulars TO be put out by the
bureau in newspaper form.
The campaign was so mapped out
that the merchants individual cost
was about one-tenth the amount it
would have cost him to conduct sale
on his own initiative, and the balance
was to be given to customers in re-
duced prices on his merchandise. As
ID. w. Robinson summarized the plan,
every merchant was to price all his
merchandise at live and let live
prices
In order to insure real bargains and
courteous treatment at the hands of
all merchants, the Chamber Of Com
merce appointed Grievance Commit
mittee stationed at the city hall every
day from 8 o'clock until 6. to straight
en- ont any difficulties which might
arise.
The opening sale began on October
10, lasted until October %, and called
for the distribution Of 10000 six-page
circulars. Space in this miniature
newspaper was sold 10 net Il profit
over and above current expenses AT
approximately $3.50. This money was
put into a fund TO he used later on
community mile board and bill board
display advertising throughout the
country or for any other similar ac-
tivity which the organization might
elect to carry out.
The second sale began November 16
and closed November %; the third ran
from December 10 until the day be-
fore Christmas, and fourth from Jan
uary II to 20. The buying center of
Alma became a regular Madri Gras
{ during each event. For every purchase
made by customer amounting to
twenty-five cents one ticket was given,
for a fifty-cent purchase two tickets
etc. All the tickets were perforated
in the middle and shoppers retained
one part and dropped the other in the
boxes located in the stores. At 1880
and 4:30 O'Clock daily two barrels of
Alma bread flour was given away to
the lucky holder at the corner of
! Woodwork avenue and Superior
street. On Saturday the final drawing
for the $500 Chevrolet car was held
d. w. Robinson in discussing the
Trade Extension Plan with a repre-
sentative of the Retail Ledger, charac-
terized it "as the only bright spot that
has appeared on the horizon for us in
many a moon. As a business getteI
and goodwill builder" he said, I'll
has proven the real life-saver of the
town and furthermore, perhaps more
important than all else, it has succeed
cd in bringing together competitors
for the solutions Of their mutual prob.
lens"
Alma is now out of'the doldrums