The best work at exhibitions has always been on the basis of a free demonstration of the article offered, prepared, if it were a food, ready for consumption, or actually shown in use if it were a labour-saving device, so that all who passed might see the merit of the idea, either by tasting it in the case of a food, or by trying it in the case of a patented article. In such exhibitions patents for household purposes, new cooking and cleaning methods, fresh schemes of lighting, ideas for furnishing, methods of heating or cooking, all lent themselves to this form of educational treatment. Articles in staple demand, such as soaps, polishes for metal or furniture, new brands of tea, coffee, meat extracts, custard powders and the like, have all been persistently pushed by sample treatment at exhibitions. Of recent years the idea of the exhibition has been extended to a more regular method of demonstration, and its extension, owing to the success of the exhibition, was almost a matter of course. To-day many firms, who sell articles in popular demand, keep staffs of skilled demonstrators, whose mission it is, not to wait upon the exhibition, but to make opportunity for a constant succes sion of small exhibitions run on the individual enterprise of the firms they represent.
The method of doing this is to select a trader who deals largely in the goods in a particular district, and approach him either for space in his establishment, or room in his window. In the past he has been prepared to meet demonstrators in this way by carrying stock and trusting to the adver tising campaign of the firm engaged in the work to recoup him. The fist experiments along these lines were done in the belief that the rpecial demonstrations in a given shop would benefit the proprietor, but so general has the tendency to this form of exhibition become that many shopkeepers are now for special terms. It is probable, as the method grows in popularity, the trader will not be so much inclined to comply with the demand for space for exhibition purposes, but even if this be so, a way may easily be found which will enable this form of exhibition to go on without involving too heavy an outlay in centres where they can be conveniently held.
At present. such exhibitions largely take the form of a special stand erected in a busy shop with a skilled demonstrator—the servant of the advertising firm —in charge. At this stand, if the article offered for sale is a food, samples of it arc cooked and served ; if it is an article of use, an operator is present to demonstrate to every customer the merits of the article in actual service. Vendors of food specialties have led the way in this form of enterprise. A cup of tea or cocoa, a sample drink of a new meat extract, a specimen bowl of soup from soup preparations, a demonstration on the making of jellies, custards, &c., from different patent preparations, have all lent themselves readily to this form of selling treatment, and all that is needed in a busy shop is a corner for the establishment of a buffet. Medical specialties have also been sold in a similar manner, as also a variety of proprietary articles of household utility which can be easily and instantaneously shown in use.
There is no doubt that a policy of this kind for a manufacturer of staple goods produces excellent results, and is a means of educating the public to a new demand, the value of which cannot he over-estinwiecC People who are shopping in a casual way, and familiar with the shops they are using, probably in the smaller towns, find these special shows a great source of interest, and are readily attracted by the innovation. They are not only brought into direct educational touch with the specialty, but frequently go away to talk of their experiences, a result of the which has a distinct commercial value. This method of pushing trade is largely an extension of the older and cruder idea of free sampling. Many firms who were convinced believers in the free sample and house-to-house dis; ribution find a direct demonstration much more profitable, as preparations can he made and goods displayed exactly as their proprietors would like them, while the interest of the town can be stimulated by the free invitation to view the demonstration through the advertising columns of the press. speaking, there is less house-to-house distribution sampling done, and a greater tendency dis played towards making the stores handling certain lines of goods the vehicle for establishing the merits of new articles. It has been found to permanently strengthen the local trader and to be a much more effective method of getting into touch with the purchasing public. Sec WINDOW DISPLAY (Wholesale).
SHOP-FITTING.---The qualities to be aimed at in fitting a shop are utility, good appearance, and economy combined with durability. The fittings of a shop to lie useful must lend themselves readily to the convenient storage of the stock, to the ease with which it is handled, and to its effective and attractive display. The windows must he well planned and nicely fitted, for it is here that the shop conies into first contact with the pur chasing public. The floor of the window should be low—indeed, as near the level of the pavement as po4sible. The -doorway should be within a deep porch or vestibule with tiled floor, and the sides of the windows should slope away from the point inwards. By this means greater window space is obtained where the frontage is not very wide. The squares of plate-glass, each as large as possible, should be set in polished wood frames, and beneath should be brass plates bearing the name of the firm. In the newest shop fronts a section of the windows at the top is filled in with coloured glass. Running the whole width of the premises, above the windows, should he a bold and striking fascia bearing the name of the proprietor in unmistakable characters. A useful and permanent style of fascia is one of mahogany or teak with sunk letters gilded ; the whole being hermetically closed with plate-glass. It will never require painting; and if well made, is practically indestructible. The windows should be fitted with side mirrors; and, if for provisions, with a sliding sash and marble bed.