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Passing Resolutions and Holding Dinners
Do Not Bring the Business
Mr: Frank L. Goes, President of the Goes Wrench Company,
Worcester, Mass., has some rather vigorous opinions about big dinners,
trade association meetings and concerted efforts to get business.
With all that he says we cannot perhaps agree. .' . ...
But there is much sound common-sense in . a repent article by
him in "Printers' Ink," and much that may be applicable to the
present movement in Philadelphia.
Speaking of some of the well-known manufacturers of this
country, he says:
They have won because they have quality and the goods are made household words by intelligent, persistent
advertising. All o this "gab gab" in trade associations, in my opinion, is simply a waste of time.
Be at the head of your own business; put the punch in that; keep after the business 23 hours and 59 minutes out
, of every 24 hours; put push back of it. If you need foreign markets, study the methods of doing business in foreign
markets. Be sure to make what the fellow in your market wants; put your own brand on it; advertise that brand.
A great many people believe that going to an association meeting and having a big dinner, malting a motion that the
moon is made out of green cheese, having it seconded and carried by a unanimous vote make the moon green cheese, '
but they don't. All the resolving and meeting of mutual admiration societies don't bring the business.
Push, energy, go after it, being on the ;job, attending to your own business and liberal advertising of a good
article, whether made in America or Timbuctoo, are the only things that will bring success.
The consuming public does not care about the origin of the product, provided it is as good as-the public io used
to having for the money. Sales are merely a matter of education, always providing the goods 'bear-out. the: promises
.- made and equal the goods they are sold to replace.
I view the "Made in U. S. A." cult as a very serious matter, and I consider it so serious that I frankly hope that
you will use every effort to show its fallacy. I hope you will land in time to stop the loss of the money and effort to
manufacturers and dealers that should be put into-legitimate selling campaigns.
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What this man says about the "Made in U. S. A." movement
may be said about the "Made in Philadelphia" movement unless
care is taken.
Legitimate selling campaigns made by individual manufacturers
must "always be the foundation of such a movement.
If we had in Philadelphia twenty big national advertisers, we
should not today be trying to make Philadelphia known as a great
industrial city. It would already be known made famous by its
progressive manufacturers.
' There are a hundred great manufacturers in Philadelphia today
who ought to be advertising their goods nationally.
' . If they were doing so, they would not only be making their own
business greater, but they would be making Philadelphia greater.
" Then a slogan might have real value, both to these established
firms and to other manufacturers in the city.
The first thing to be done is for individual manufacturers to go out.
and build their own reputations. National advertising offers the
miilz-Rst. surest and most profitable wav.
Ww..wM,
The Ladies' Home Journal The Saturday Evening Post The Country Gentleman
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Hhe Curtis Publishing Company, Independence Square, P
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