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EVENING LEDGER-PHILADELPHIA, FRIDAY, MARCH 12, 1915;
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Congratulations for a New Philadelphia
Advertiser
Philadelphia has a new national advertiser
setting out in a big way to make Philadelphia goods
famous.
Thursday, March 4 a week ago there appeared
in The Saturday Evening Post a full page announc
ing the portable adding machine of the Barrett
Adding Machine Company of this city. This is the
beginning of a vigorous national campaign.
And it is already showing results.
The Barrett campaign is interesting, first, be
cause it comes as the culmination of a long period
of careful preparatory work, during all of whicji the
goal of national advertising has been kept con
stantly in view. Toward that goal the efforts of the
past two years have been steadfastly directed.
For more than two years this company has been
making preparations with the greatest conserva
tism, but at the same time with determination.
Before becoming ready to advertise, this com
pany had several things to do:
(1) To perfect a new machine with special features. This
has been done.
(2) To extend manufacturing facilities in order to be able to
take care of the increased output which advertising
would surely make necessary. This has been done.
(3) To increase the sales force and train it to higher effici
ency. This has been done.
(4) To increase the number of distributors to cover the
whole country. This has been done.
The second feature which makes the campaign
interesting is that the plans were laid far enough in
advance to get the fullest advantage of the very first
advertising. Six weeks ago proofs of the first page
were sent to the salesmen to show to prospects,
which they did with splendid results.
On February 16th the following telegram was
sent to six distributors in towns nearby where there
was no representation:
"You have been recommended to us as the best equipped
concern to handle our line in . We open extensive
publicity campaign in March using Saturday Evening Post,
System and direct circular work, presenting adequately the
only portable listing machine made. If interested in hand
ling inquiries which are sure to result, please wire our ex
pense and details will be presented personally."
Five dealers responded immediately, signifying
their desire to know more about the Barrett machine.
Before the appearance of the advertisements,
contracts were closed with three of the five and
there are good prospects of getting the other two.
Letters were also sent to a large number of
other distributors and customers are being added
rapidly. And eleven salesmen most of them with
competing houses applied for jobs.
The auditor of a large company called at the,
New York office and stated that he was ready to
buy a Barrett machine, and was waiting only until
the advertisement appeared in The Post in order
that he might place it before the president of the
company to show the features of the machine.
A third interesting point is the immediate
results obtained. At 7:50 P. M. on the day when
the first page appeared, the first sale was made to
the manager of a hotel in New York where the
sales manager of the Barrett Company was staying,
by placing before him the Post advertisement.
The first mail the next morning brought eleven
inquiries from Saturday Evening Post readers.
Among them were a million dollar steel company, a
million dollar oil company, three banks, a large grain
house and a big shoe company. Several well known
Philadelphia firms telephoned in. In less than a
week more than 137 inquiries were received. Practi
cally all of these were from firms right in the terri
tories where the sales organization has been estab
lished and at work for some time and practically
every one asked for a demonstration of the machine.
For example, this from a southern mill:
"Some two years or more ago we had a small Barrett
machine in our office for a trial and returned same finding
that it did not quite meet our demands. Your advertise
ment in this week's Saturday Evening Post looks as if you
now have the machine and we would like a full description,
with an instruction book, covering this new machine."
These are but straws, first indications. If the
very beginning of a national campaign arouses such
interest in all channels salesmen, distributors and
customers consider how much greater will be the
effect a month from now, a year from now. The
power of advertising for such a product as an adding
machine is exerted not solely through direct chan
nels, but also through its stimulating effects upon
the entire trade. As the general sales manager of
the Barrett Company said in a memorandum to
his salesmen, dated February 27th:
"We do not want any salesman to get the idea that our
publicity is necessarily going to sell adding machines for
him, but we do want him to realize that it will enable him
to accomplish in one month what he would otherwise take
five or six to do. He will be brought in contact with
prospects, people will talk about his goods, and lost motion
will be eliminated by our announcements just as lost motion
is eliminated by the use of our product."
In other words, the advertising introduces the
salesman under the most favorable circumstances.
The possible purchaser is already impressed.
Hs Sji
We congratulate this company upon its pro
gressiveness, upon its promise of greater success.
We recommend its example to other Phila
delphia manufacturers in many lines.
The industrial reputation of a city is only the
sum of the individual reputations of its individual
manufacturers.
The Ladies' Home Journal The Saturday Evening Post The Country Gentleman
THE CURTIS PUBLISHING COMPANY, INDEPENDENCE SQUARE, PHILADELPHIA .
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