The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1922-05-18

said, you have touched upon one OF
the domestic tragedies of my life. When
| ! have to buy tooth brushes for my
family must 60 to every tha drug store
Ogden to get enough brushes with blue.
red. green, yellow and different colored
handles 20 they wont get mixed uP
| any more after e.have built our brush
because what we are going to do is to
have. number stamped on each brush
running one to twelve, so having big
family of twelve you may simply ask
the. clerk for one. of the numbered sets
and you use number !, mother may use
child who will have number ~. There
after you will have no trouble about get
ting the family tooth brushes mixed.
NaughteD -...
have built into our brush:-We have
curved the handle to the face. cut the
brstles to At the teeth, set them in
supplied "a hook to hang the hole on
and numbered the brushes to get the
family trade--six advertising points we
us build one or two into the package
that contains the product. That is af-
ter the next big feature of a modern
advertising campaign. Take cereals, for
sent you to buy some rolled oats you
went into a grocers store and said:
Please SIR. mother wants Two pounds or
say? He said, PUSSY, you will have
to get out of that box of rolled oats,
you and your entire family must get
the cat get out of the box and wrapping
up the package of oats). And after he
had handed you the package of rolled
oats. pussy would go back: Now, there
was always certain number of people
who. objected to rolled oats upon which
pussy had raised her family: and some
,,l- Ns,,rr ,;,,u ~s
taking rolled oats at the mill and drop
ping them into cartons to'be hermetical-
~ sealed so the oats came to the Gus
toner untouched by pussy's family. On
that idea the entire package cereal BUSH
ness of the world has been built.
Now we can apply precisely that same
thought to our tooth brush, because you
know know how how. you used to buy pre-adver-
a tray full Of multi-colered brushes. The
important thing about brush is not
the color, Of the handle but the stiff
ness OF the hrist]es, and so you would |
pick out a brus, and test it with your
thumb f you found 1t too stiff you
picked up. another one ana 80 on until |
you found one that suited you. You'll
mouth a brush that perhaps nifty people |
had had in their hands. You didn't |
like to do it but you had to. it was the |
SS ay way 70" III nnu1d hHy ~ brush IN Ih2se
lection, by bringing our hnlShed bruSh Il
along, on a little carrier and drop it into
h - printed ri these words: This brush |
comes to you untouched by. human |
side Of brush obviously touched BY |
fifty hands there isn't anybody in this
room who would hesitate a minute in de-
Gliding which brush to buy. That point
brush market in the course Of time as
it becomes known unless some other
tooth brush manufacturer builds more
and better points into his package.
We will not market our brush in that
package because we can use a carton
as an effective link in our selling chain.
colors that have a kick, and on that
carton we will have description and
picture of the brush; Then we viii
use use the pictnre of that carton in an
the reason that If prospective custo-
mer goes into drug store to buy some
thing and while buying this other prod
has been pictured all over the country,
he may say: why there is that new
tooth brush have been, intending to
try The carton makes the tie-up be-
tween the customer and the potential
demand. and the; article and the place
where the. article can be bought. Hav-
ing the. carton we may as well build one
more advertising point into by way of
unconditional guarantee; which might
DfuSn IallS TO give you the service and
satisfaction you think it should, bring it
into any store anywhere and get an
other I'VE can risk guarantee of
that kind because we realize that if an
article cannot stand the fierce. white
light of publicity, We had better not
turn it on, and If we have made a mis-
take the quicker we find it out the bet
ter. And on the other hand. If 1t can
stand the light. we may as we'll make
use of the selling power of that uncon-
ditional guarantee, r'' .,''.f
brush and three points into the pack
age. Are we ready to begin our ma
tional advertising? / remember just
few years ago a breakfast food con-
Germ brought out very fine product
precisely up to the point to which we
have brought our brush. They built
lot of good advertising points into
the breakfast food and more into the
package Then they started a national
advertising campaign at time when
they had Standardization in only four
cities, Duluth, Superior, Minneapolis and
st. Paul. Their campaign was conduct
ed in periodicals Of national circulation,
none Of which, by the way. was print
ed in Swedish so they had only a partial
effect at best on the four towns where
they did have distribution.
AS to result of that campaign thous-
ands of housewives all over the United
States went into grocery stores on the