The Bismarck tribune. [volume] (Bismarck, N.D.) 1916-current, 1923-06-29
ADVERTISING
PU rs PEP IN
SALES HE FINDS
II, Il. Stout Gives Address to
Goodyear Dealers in This
Section of State

Advertising as mcrchandlSlnE
factor was emphasized vigorously
and visualized through an llustrat-
cd pep" talk by II. B. Stout. mana
ger of the merchandising division of
the GOODYEAR Tire sales department
at the annual dealers 'get togcth-
err" meeting held last evening at the
Mckenzie hotel.
Every retail dealer in fact any
one in Bismarck who has something
to sell could have listened with pro-
fit to the practical address upon the
power Of advertising and the cor
rect method Of merchandising. 1t
was unfortunate that message
bristling with ideas and suggestions
that have received the acid test in
the Goodyear experimental store at
Akron was necessarily confined to
the sales force Of that company in
this territory.
The burden of Mr.. Stout's mess
age was consistent, insistent and
continuous advertising pays. He
tu lIiut Jf ININSuI VI LiS ot
vertiscrs in one large Chicago daily
who only placed copy spasmodically
were failures in the end. 1t was
the steady pulling, of good copy
well designed to meet the article for
sale that did the job.
How comprehen sivc is the Good
year tire advertising drive in nation
al magazines, special trade papers
and newspapers was most graphical
ly portrayed by pictures and Stats
tics.
Goodyear, he said, docs not
depend upon one two or three time
copy. We seldom start campaign
that does not run for a least So in
sertions in paper and more often
it is two or three times 4 week
copy. That is what tells"
"If your goods do not move every
forty days" you are not making the
best out of your product. Window
displays if properly arranged will
pay your overhead in added sales
every thirty days"
But advertising won't do the work
alone, he commended. There must
be service, courtesy and system
the landmarks of advertising, he
declared. Too much time is given
up to grooming over mail order COM
petition he said.
"Why gentlemen declared Mr.
Stout, eff you are up on your toes
and attend as much to your trade as
the mail order house they would
not have a show beside you. l have
worked for mail order houses and
know their system. They drop into
q territory and make a survey
Where they find merchants not Civ
ing adequate service, failing to push
sales by the various media of adver
Using, then they start a lombard
mcnt of literature. 1t usually com
prises sending a man series Of
twentyfour pieces of mail. If they
get even so much reaction as a post
card, they continue that name fol
another series.
Recently ! was attending a trade
meeting of business men and farm
ers the object of which was to bet
ter trade relations. One speaker
complained about mail order com
petition. A farmer got up and ad
mitted that he patronizcd mail orde
houses. What have you gentlemen
DONE he inquired 'to reach out afte
my trade. In this audience there j
only one merchant that has sent m
personal message asking for m
business. He makes it a practic
to call me on the phone and SEN
me several letters year beside
reaching me by his advertisement an
he gets my tire business. If yo
business men applied yourself a
vigorously as the mail order ma
you would get the business too"
"The proprietor is the best sales
man in any organization, continue
Mr.. Stout. He should make at leaa