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of the business, on strictly mail order resulted from this advertising, which lines.

will reduce the cost per sale very materiHere is an instance where the adver- ally. tiser had to compete with concerns that These sales were made largely to farmcover the field with agents, and sellers, and the returns are so satisfactory through dealers in every city and almost that this advertiser has largely increased every town, who advertise extensively, his appropriation and list of mediums. and sell goods on installments.

In this case, as in the others named, They had also to compete with the the advertiser has to compete with the catalogue mail order houses, who sell catalogue mail order houses, who list phonographs at from $2.00 up, and yet organs at much lower prices than this success came to them so quickly along advertiser sells for. mail order lines as to not only delight And so we could name instance after them, but amaze both them and their instance where advertisers, who have the competitors as well.

business foresight to adopt advertising Like the Kalamazoo Stove Co., they as the cheapest and best method of sellhad a good article and advertised it vig- ing goods used in farm homes, are makorously direct to the consumer, and have ing it pay big. The only thing is to won out in ten months.

start right. Tie up to an agency that

can write copy that will produce results, Still Another Mail Order Success

and select mediums that are sure winA manufacturer of one of the leading ners. cabinet organs decided to use mail order The 10,578,800 mail order families of methods about fourteen months ago, to the United States have been educated to see what it would accomplish in selling buy goods by mail, and they use nearly a $57.00 organ. They spent $3,989.98 in everything in the way of luxuries and six mail order papers, eight agricultural necessities that can be named. It would papers, two women's publications and not pay to attempt to market everything two religious publications, and their in this way, but there are scores of sales from this advertising, up to Octo- things that can be sold by the mail order ber 27, 1906, amounted to $60,306.00. method at a fraction of the cost of The average cost per inquiry was 60c marketing by the expensive methodand the average cost per sale was $3.77. both to the seller and buyer-of selling

Since that date many other sales have through the trade.

Mr. A. W. Palmer Joins the Copy Staff of the Long-Critchfield Corporation HE latest acquisition to the copy this case, the price of the article was staff of the Long-Critchfield Cor- $57.00, and the average cost per sale poration is Mr. A. W. Palmer, was $3.77.

who, in the past twelve years, In resigning his former position to has earned a most enviable record for join the copy staff of the Long-Critchplanning advertising campaigns and field Corporation he did so, not alone writing successful copy for many of the to better his position financially, but to largest and best known advertisers. become affiliated with an agency where Mr. Palmer pos

"complete service” sesses the rare

ideas prevail in combination of

every department. ability, which en

Each of the ten ables him to grasp

members of the quickly the strong

copy staff of this advertising fea

agency was chosen tures in a proposi

and is retained on tion, formulate

his ability to prosuccessful sales

duce results. plans, write real,

Whether in a mail result - producing

order campaign, or salesmanship into

a so-called "pubfew words, and

licity campaign," also “dress” his

the prime object in campaigns in the

view is a marked most artistic, at

increase in sales tractive, and yet

com mensurate practical manner.

with the outlay for That his copy

advertising. "stands out” is

The fact that evidenced by a few

this agency has an examples of some

established record of his recent work,

of holding a larger reproduced in re

percentage of its MR. A W. PALMER duced form on the

clients—year after following two

y e ar – than any pages; that it brings results is proved other agency, is due to the thorough orby the fact that Mr. Palmer has had no ganization, with every member of its advertising failure charged against him directory and staff a seasoned and exin the past five years.

perienced advertising man, who underOf the copy reproduced, one general stands salesmanship in all its phases. advertising campaign increased sales 500 That the Long-Critchfield Corporation per cent in the first year. In another handles more accounts, where direct recampaign-purely mail order business sults can be traced, than any other his copy sold over $60,000 worth of agency in the world, is the best comgoods the first year, on a total advertis- mentary on the ability of its copy staff, ing expenditure of less than $4,000. In and every department of its business.

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SELECTIONS FROM NEWSPAPER CAMPAIGNS. Prepared by A. W. Palmer.

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SELECTIONS FROM MAGAZINE AND MAIL ORDER CAMPAIGNS. Prepared by A. W. Palmer.

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Few men have been pulled into a hole while helping others out.

* * * The less you need air, the more it comes through the cracks.

All climates are alike to the man who is satisfied with the one he has.

* * * People who drink frequently to the health of others do not drink to their own.

The man who works his way to the top manages to get a better hold than the fellow who is shoved up.

* * * There is not much difference between the rich and the poor, but it is mighty hard to get hold of the difference.

* * * While it is true that one-half of the world doesn't know how the other half lives, they are busy trying to find out.

* * * Men are not always paid for what they know; sometimes they are paid for what they can make people believe they know.

Do not pass judgment upon an advertisement until you have heard about the replies.

All things come to him who waits; A man should be able to make enough therefore while waiting he should be money doing the work he loves to do, whittling out a good club to knock it to hire a man to do the work he hates down with when it gets there.

to do.

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