[_A letter from Mr. Gray of the Gray Matter Advertising Agency to
Nicholas Ribstone, proprietor of the Ginger Cubes._]
MY DEAR MR. RIBSTONE: I do not wish to seem too insistent, but I am
so interested in the success of the Ginger Cubes that I feel it is my
duty to inform you of the tested methods in which prosperity has been
attained by other manufacturers.
I am so confident of your eventually deciding to place your advertising
account in our hands that I went ahead last week and had our Laboratory
of Merchandising Survey conduct a preliminary clinic in the local
field. Of course, you understand that you are not obligated in any
way; but I felt that this was the most useful mode of helping you to
envisage your problem.
Just a word about our Merchandising Survey work, which is headed by Mr.
Henry W. Geniall. Mr. Geniall is a man who knows how to talk to dealers
in their own language; he is a born sales engineer. He began selling
in 1892 and has never stopped; though now he sells service instead of
commodities. He is the author of a book which has run through fifteen
editions, including the Scandinavian, entitled _How to Meet and
Dominate Your Fellow Men_, an autographed copy of which I am having
forwarded to you.
The principle of our Merchandising Survey is to conduct a preliminary
investigation of markets, in a representative field and on the highest
plane of detached observation. Our Merchandising Surveyors are not
to be confused with the street men employed by the less professional
agencies. Most of them are college graduates; they are so tactful and
genteel that they are welcomed by the dealers as valuable counsellors
and coöperators; very often they are asked to stay to supper.
The survey we conducted shows conclusively that there is going to be a
big market for Ginger Cubes if they are well publicized. We drew up the
inclosed printed blank and questionnaired 100 druggists in the uptown
section, just as a preliminary test. I have selected the inclosed at
random from the returns, to show you the kind of thing. The others are
being bound in a folder, which I will have much pleasure to lay before
you on your return to the office, together with a tabulated analysis.
It is a pleasure to be able to put at your disposal all the resources
of Gray Matter Service.
Faithfully yours,
GEO. W. GRAY.
Technical Director, Gray Matter Advertising Service.