San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-10-10

production, the manufacturer. What
does he do first: He plans the dis
tribution and then backs it up with
an advertising plan to. create the de-
mand. How does the jobber tie up to
the advertising?
"Reflccting upon this survey II
rather presents poor evidence of Co
operation with the manufactures who
creates plans of distribution, fortified
with an advertising campaign TO ere
ate sales, relying OIL the jobber to con.
summate them.
This is evidence of sales created
but not realized by the jobber who
should quickly embrace every oppor-
tunity to tie up with advertising done
by manufacturers.
Next consider the retailer. How is
the jcbber helping him?
by serving him, and that service
is carrying stock. extending credit.
etc. How can he do more, and should
he do more?
Much can be done in this angle of
creative selling for it is certain the
jobber grows only in proportion to the
growth OF the smallest retailer he
serves. There is need to establish a
greater community interest with the
retailer by helping him with your larg-
er organization TO create more bust
ness as well as TO realize the max
imum result from arranged selling
plans and advertising done by the
manufacturers.
THE next angle is the consumer
and in this thought many will not
agree. it is nevertheless true after all
IS said; the consumer is the vital fac.
tor in creating sales. How can the
jObber reach the consumer? Through
the retailer, and in this connections.
il you will pardon your chairman for
using as an example a plan originated
by our organization known as the
truth campaign that today is becom-
ing recognized in a national way as
the most unique plan to help the re-
taller increase his sales and capital
ize his prestige as we'll as to educate
the consumer about the service that
the registered by law druggist rem
ders to the community.
There are other mediums through
which the jobber can aid the retailer
to reach the consumer. One outstand-
ing success has demonstrated what
one big corporation has done to aid
the retailer to build sales by helping
the retailer become better merchant.
The same opportunity is open to Us
il We will adopt uniform plan to
use our selling forces to educate the
smaller retailer to follow better sales
methods.
Need Plan Of Education.
Fundamentally this is educa tional
and your committee believes a plan OF
education could be followed by all Of
us that would, by its sound business
logic and universal adoption, develop
an accumulative force and influence
which would carry strength and more
prestige by educating the statesmen.
and through them, the retailer, to the
value OF turnover, store arrangement.
window displays, demonstrations AMI
conferences with clerks.
Your committee recommends that
the association adopt the plan ito send
every jobber series of articles to be
used in their house organs catalogs,
sales letters and other mediums used
that will tend to create more UNI
form interest in helping the small re-
taller.
What is the iobber doing in this
respect? Very few are exploiting
sales, and because your business is
not large enough. is no good reason
why you cannot delegate this work to
your buyers. i contend that this or
ganization could and should determine
upon some standardized plan of pub
licity that will have an accumulative
force when followed by all Of us to