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of the business, on strictly mail order lines.

Here is an instance where the advertiser had to compete with concerns that cover the field with agents, and sell through dealers in every city and almost every town, who advertise extensively, and sell goods on installments.

They had also to compete with the catalogue mail order houses, who sell phonographs at from $2.00 up, and yet success came to them so quickly along mail order lines as to not only delight them, but amaze both them and their competitors as well.

Like the Kalamazoo Stove Co., they had a good article and advertised it vigorously direct to the consumer, and have won out in ten months.

Still Another Mail Order Success

A manufacturer of one of the leading cabinet organs decided to use mail order methods about fourteen months ago, to see what it would accomplish in selling a $57.00 organ. They spent $3,989.98 in six mail order papers, eight agricultural papers, two women's publications and two religious publications, and their sales from this advertising, up to October 27, 1906, amounted to $60,306.00. The average cost per inquiry was 60c and the average cost per sale was $3.77.

Since that date many other sales have

resulted from this advertising, which will reduce the cost per sale very materially.

These sales were made largely to farmers, and the returns are so satisfactory that this advertiser has largely increased his appropriation and list of mediums.

In this case, as in the others named, the advertiser has to compete with the catalogue mail order houses, who list organs at much lower prices than this advertiser sells for.

And so we could name instance after instance where advertisers, who have the business foresight to adopt advertising as the cheapest and best method of selling goods used in farm homes, are making it pay big. The only thing is to start right. Tie up to an agency that can write copy that will produce results, and select mediums that are sure win

ners.

The 10,578,800 mail order families of the United States have been educated to buy goods by mail, and they use nearly everything in the way of luxuries and necessities that can be named. It would not pay to attempt to market everything in this way, but there are scores of things that can be sold by the mail order method at a fraction of the cost of marketing by the expensive methodboth to the seller and buyer of selling through the trade.

T

Mr. A. W. Palmer

Joins the Copy Staff of the Long-Critchfield Corporation

HE latest acquisition to the copy
staff of the Long-Critchfield Cor-
poration is Mr. A. W. Palmer,

who, in the past twelve years, has earned a most enviable record for planning advertising campaigns and writing successful copy for many of the largest and best known advertisers.

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this case, the price of the article was $57.00, and the average cost per sale was $3.77.

In resigning his former position to join the copy staff of the Long-Critchfield Corporation he did so, not alone to better his position financially, but to become affiliated with an agency where

MR. A W. PALMER

pages; that it brings results is proved by the fact that Mr. Palmer has had no advertising failure charged against him in the past five years.

Of the copy reproduced, one general advertising campaign increased sales 500 per cent in the first year. In another campaign-purely mail order businesshis copy sold over $60,000 worth of goods the first year, on a total advertising expenditure of less than $4,000. In

"complete service" ideas prevail in every department. Each of the ten members of the copy staff of this agency was chosen and is retained on his ability to produce results. Whether in a mail order campaign, or a so-called "publicity campaign," the prime object in view is a marked increase in sales commensurate with the outlay for advertising.

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The fact that this agency has an established record of holding a larger percentage of its clients-year after year than any other agency, is due to the thorough organization, with every member of its directory and staff a seasoned and experienced advertising man, who understands salesmanship in all its phases.

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That the Long-Critchfield Corporation handles more accounts, where direct results can be traced, than any other agency in the world, is the best commentary on the ability of its copy staff, and every department of its business.

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

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