_Advertising is appealing to people through their common sense
and their artistic sense in order to win their dollars and
cents._
Bill-posting is a logical and splendid medium for the local advertiser,
and the baker, the butcher, the candlestick maker can use it with equal
facility and advantage.
Posting can be used by the local merchant as the one and only medium,
or as a supplement to his newspaper or street-car announcements. Its
use has in the past been largely confined to the latter, but this has
been chiefly because of the high cost of posters in the small quantities
needed for local work. This difficulty is being overcome by the issue
of stock posters for every line of business, and it is now possible to
get from your local bill-posters either the paper itself or information
where you can buy it for nearly every trade and every line of goods which
would bear advertising. These posters are made up with a blank space at
the bottom for printing in the name of the local merchant. Moreover, many
manufacturers to-day furnish posters, imprinted with the local dealer’s
name, if he will but post them.
Local poster advertising can be made either general or specific—it can
advertise the full line or special sales. The specific advertising
is usually more productive than the publicity style. Here are a few
suggestions of specific opportunities for local merchants;
BANKS—Solicit savings’ accounts, and state interest-commencing
dates.
STATIONERS—Advertise school books and supplies just previous to
opening of new term.
FURNITURE DEALERS—Special spring sale of furniture for porch and
country places. Advertise April 15th a “Special Discount Sale”
to catch people who move into new homes May 1st. Rug sale.
COAL DEALERS—Early fall poster admonishing people to lay in their
winter’s supply and save money.
SPORTING GOODS—Advertise baseball and tennis supplies in spring,
football goods in fall and skates in early winter. Cameras.
HABERDASHERS—Straw hats and Easter neckwear. Fall derbies, ties,
mufflers, etc.
DRUGGISTS—Specialty of prescriptions. Soda-water fountain and
special drinks. Christmas gifts. Spring tonic.
JEWELERS—Engagement gifts and wedding presents. Special poster
advertising clocks and watches. Silverware poster.
NURSERIES—Seeds, bushes and trees for spring planting.
HARDWARE DEALERS—Lawn mowers, garden tools and seed-time
specialties. Farm tools and supplies in special “Farmers’
poster.”
REAL ESTATE—Special sales of lots.
CLOTHIERS—Spring suits and hats. Raincoats and umbrellas. Shirtings
and gloves. Fall suits and overcoats.
SHOE STORES—Ladies’ and children’s shoes. Low shoes for spring and
summer. Fall shoes, rubbers and overshoes. Baseball, tennis,
football and outing shoes.
CUSTOM TAILORS—Made-to-measure clothing for spring. Fall suits and
overcoats.
LAUNDRIES—Advertise quality of work and prompt deliveries. Special
poster on ladies’ shirt waists and lingerie.
CIGAR DEALERS—Special price box sale of cigars. Pipes and smoking
mixtures.
GROCERS—Teas and coffees. Special soap sale. Special advertising of
premiums or trading-stamps.
GAS COMPANIES—Gas ranges.
DENTISTS—Artificial teeth and crown work.
PHOTOGRAPHERS—Special one-month price for cabinet photos.
DEPARTMENT STORES—White goods sale. Special silk sale. Remnant
sale. Linen sale. Ladies’ and children’s ready-made suits.
Shirt-waist sale. Christmas furs. Christmas presents. Men’s
hats and clothing. Boots and shoes. Special 10% discount month.
MUSIC STORES—Pianos and organs. Exchange department. Slightly used
instrument sale. Installment plan.
SUMMER PARKS—List of attractions, free street-car tickets, etc.
MILLINERS—Easter bonnets. Special $5 trimmed hat.
These are but a few random suggestions, and the list might be continued
almost indefinitely, but I have given enough to suggest the possibility
of special offerings through posting and show the way.
Most of such posters which cannot be purchased of stock lithographers can
be made up by the local printer or newspaper office in one or two colors,
with or without wood-cut illustrations, but the more attractive the
poster can be made, the better the results will be.
The beauty of posting for the local advertiser is that he knows his
advertising cannot be scattered. It will go right in his own territory,
and he will not be paying for any waste circulation outside. Then,
too, he can select his locations, supplement his special poster with
hand-bills to the farmer, newspaper announcements and special window
displays to connect his store with just what he is advertising at the
time he is advertising it.
The fact that everybody knows the local merchant is no argument against
advertising. They also know “the other fellow,” and advertising alone,
combined with fair dealing, will give you the lion’s share of the trade.
The local merchant to-day who doesn’t advertise should at least
advertise his business for sale, and in the next ten years posting
will, I predict, be developed into one of the greatest forms of
advertising for the local merchant. It is so big, so forceful, so
always-before-you-and-never-to-be-thrown-away that it is bound to command
unusual attention in the small town or city.
Talk it over with your local bill-poster and let him help you with
suggestions gleaned from his experience.
_Business is built up on confidence. It’s a game of confidence
between buyer and seller, but woe betide the advertiser who
considers it a confidence game. You must “Make Good” with the
consumer to insure future sales and only in repetition lies
success and reputation._