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EVENING IEBaBll PHIUADEL'PHIX VeIDAT, 'APEIE 1G, 1915;
BUYING BUSINESS INSURANCE
Some firms employ advertising with one motive,
and some with another. Many wish immediate sales
results; others are looking more to the future than
to the present.
But, whatever the purpose, the firm which en
ters upon advertising with a clear understanding of
just what that purpose is, and which works toward
it earnestly and skilfully, will succeed.
And sometimes you will find that advertising
brings not only the result you aimed for, but other
results as well.
The Hamilton Watch Company of Lancaster,
Pa., had for many years made high-grade watches of
extreme accuracy which were sold chiefly to rail
road men.
In 1911 the company had a production of 300
watches a day. It had just completed an addition
to the factory, and began to make and sell smaller
watches for the general consumer, in what is known
as the "12 size." These were sold at from $28 to
$150.00.
The company decided that this was an appro
priate time to become a national advertiser. Accord
ingly, after careful preparation, a campaign was
started in various national publications, and backed
by thorough follow-up work on jobbers and retail
jewelers.
One of the officials of the company says:
- "We went into national advertising not with
the thought or aim of increasing our sales in the im
mediate future, but more for the purpose of bringing
our name before the public in a way which it had
scarcely known, and to lay a foundation of business
insurance for the future."
Nevertheless, direct results came. Within two
months the sales showed a marked increase on the
"12 size" watch, which was the one featured in the
advertising.
Within a little more than two years, during
which the advertising was steadily continued, the
company was oversold on this size of watch. The
demand was so heavy that letters were sent to all
jobbers and dealers, asking for the return of any
unsold goods so that orders elsewhere might be
filled. They were able, however, to get back only
eight watches!
By April, 1913, not only was the demand for
the "12 size" watch greater than ever, but a very
considerably increased sale had developed for the
railroad watches, which had not been featured in
the advertising, but which benefited from the pub
licity given to the Hamilton name.
By August, 1913 in spite of another factory
addition the company was again oversold.
In 1914, in spite of general conditions particu
larly affecting railroad men, the sales kept up, not
only on the advertised line, but on the railroad
watches as well.
It is significant that in 1915 this company is
using more and larger space in The Saturday Eve
ning Post than ever before.
But direct returns are not, in the eyes of the
Hamilton Watch Company, the most important
indications of the value of advertising.
This is the broader view which the company
takes:
"We have received very favorable returns, not
in quantity or volume of sales directly traceable to
it, but rather in the interest which our advertising
stimulates.
"Speaking generally, it has been our policy to
endeavor to create a greater efficiency within our
manufacturing organization; naturally, to acquire
a larger field in our sales organization; and with
the combination of the two to offset the increased
higher cost of labor and material.
"We have sold our product on a strict price
maintenance basis; and have given greater value
right along in improved construction, etc.
"We thoroughly believe in advertising, and be
lieve in it as a very vital factor in reducing selling
cost, which ultimately means a gain to the con
sumer.
And to repeat,
"We went into advertising to lay a foundation
of business insurance for the future."
THE CURTIS PUBLISHING COMPANY
r
INDEPENDENCE SQUARE, PHILADELPHIA
HI i iv .
MA
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The Ladies? Home Journal
The Saturday Evening Post
The Country Gentleman
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