In displaying certain articles, such as notions, counter displays are of great importance. Such an article of this type is likely to be put in a drawer or some other out-of-the-way place unless the manufac turer furnishes a sufficiently attractive display rack. The advertising of the Wisconsin Pearl Button Com pany centers largely around the cabinet furnished to dealers for the proper display of pearl buttons.
4. How to get dealers to use signs.—There is much waste in the distribution of dealer signs. Some manufacturers ship a quantity of signs to every dealer who buys their goods. Many signs sent in this way are never used. Other manufacturers employ their own window trimmers to put up the signs, as it is found that in few cases will the dealer take time to place a window trim or even tack up a shelf card him self. As the life of a window trim is usually not longer than two weeks, some national advertisers, such as W. K. Kellogg and the National Biscuit Company, pre fer making displays of dummy packages in the deal er's store above his shelves; these displays are usually left until the next housecleaning day, which may be six months or six years distant.
In 1915, the Printers' Ink staff made an investi gation of various kinds of dealer signs in an effort to obtain an estimate of their value, the attitude of dealers and the requirements of a successful store dis play. The following are excerpts from this report: Several dealers were prevailed on to give a frank statement of their attitude toward manufacturers' counter displays. Among them was Charles Holzhauer, of Newark, New Jersey, one of the leading pharmacists in the state of New Jersey and past president of the New Jersey Pharmaceutical Asso ciation. Mr. Holzhauer's idea of counter display hinges principally on the question of profit in the article to be dis played. He brings out the fact that many times a fine dis play has to be refused by him because he has a similar article under his own name which yields him a better profit. Com menting on the value of the counter display, he said: "Our counter space is valuable and we must put it to best use. We use counter-display devices very often where the article does not conflict with other goods, and the profit is good. A great deal of money is wasted, I believe, in get ting up material of this sort, which, falling into the dealer's hand, is at once consigned to the ash-barrel because he can not sell the goods at a profit." The report of the Printers' Ink investigators in cluded records of plans and results of many different kinds of campaigns in which the attempt was made to induce dealers to use the various kinds of store dis plays furnished by manufacturers. One of the most interesting was the campaign of the Burson Knitting Company, manufacturers of hosiery. The cost of the entire campaign, including everything down to trans portation charges, came to a trifle under three dollars a set. The way in which this company convinced 4,000 merchants that it was to their advantage to use the displays furnished by the manufacturer is told by one of the officers of the company: First, we advertised the display in the trade papers which reached our field. We made it important enough to devote
page spaces to it exclusively. We showed a photograph of the completed display and offered to tell a dealer how to get one. We did not offer to send the outfit, only to tell him how to get it.
To all inquirers we sent a booklet, showing ten different ways in which the material could be combined to make ten different displays—and giving all the arguments for its use. A postcard was inclosed which entitled the dealer to an outfit without charge. The dealer was led first to inquire ; then he got the book, which he was able to study at his leisure ; and finally, when he thoroly understood the proposition, he was led to ask for the material. If he wasn't convinced that it would pay him, he would never ask for it. . . . I have been told by a merchant that I could have his windows for one of our big displays for so much a day. "Thank you," I usually replied, "but if your windows aren't worth any more than that we can't afford to give you the service. This display costs a great deal of money to build, and the company is paying my salary and that of my assistants simply to give this service to those merchants who are important enough to deserve it. If you don't think that your windows are worth a good many times twenty-five dollars a day to you, we'll have to accept your own valuation of -them, but we are sorry to say that it isn't high enough to warrant us in placing the display in them." 5. Most profitable fields for 'window and counter display.—The Printers' Ink investigation brought out the fact that as many as five different counter dis plays of well-known advertised brands were found at one time in one of the most exclusive shops in the Wall Street section of New York. Sealpackerchief handkerchiefs, Ingersoll watches, Ever-Ready razors and Paris garters were displayed in most of .the leading men's furnishing shops. The report con tinues: The hardware field is probably the most lucrative of them all. From interviews with the retailers, they all favor the counter displays and gladly accept them. This is due to the fact that many commodities in the hardware stores are bought on impulse. The dealer is aware of this situation, and realizes the necessity of the counter display. Many of the fine-tool manufacturers realize that in order to have the purchaser appreciate quality they must display the tools in an artistic manner. The L. S. Starrett Company, Athol, Massachusetts, makes a fine display which it sends to the dealers. In order that the dealer may avail himself of this display, it is necessary for him to buy an assorted outfit amounting to $125. The company makes up several styles of cases ; some are placed around the post in the store, others are hung on the wall. Other cases have drawers to hold surplus stock.