True Economy in Merchandising
Building Products
The producer of goods used in building construction is confronted with a peculiarly complex marketing problem. His factory lives on orders, but orders are not to be had by the process of merely wishing for them, Moreover, the man whose money is being invested in such goods insists upon having definite proof of their dependableness.
The producer, therefore, must: (i) find opportunities for the sale of his goods;
(2) prove their fitness.
The buyer of a motor car may be disposed to take a chance that will involve at most a loss of a thousand dollars or so, but the buyer of a building usually puts aside; his sporting instincts and insures himself against avoidable hazards. How? By employing a competent Architect.
It is the Architect’s O. K. that constitutes the owner’s insurance policy.
Thus, for the manufacturer of goods of the right sort, there can be no other avenue to this particular market so direct as the avenue of sound advertising to the competent Architects who control American building. On the other hand, the producer of undependable merchandise should give the Architect a wide berth.
Sound advertising to Architects is direct in character and forceful in its presentation of essentials. It employs some medium that impels attention. Obviously, there can be no other medium so effective in this respect as the live architectural publication. It comes to the Architect’s office by his invitation. It does not trespass on his time as does that modern “penny dreadful,” the form letter, or the equally unhonored printed handbill.
The manufacturer who employs intelligently this direct avenue will find ALL of the market to which his goods are entitled in the architectural field—and will find it at! the minimum of expense, providing always that such advertising is supplemented by equally intelligent salesmanship.
Advertising Talks—XIX
by
THE AMERICAN ARCHITECT
Building Products
The producer of goods used in building construction is confronted with a peculiarly complex marketing problem. His factory lives on orders, but orders are not to be had by the process of merely wishing for them, Moreover, the man whose money is being invested in such goods insists upon having definite proof of their dependableness.
The producer, therefore, must: (i) find opportunities for the sale of his goods;
(2) prove their fitness.
The buyer of a motor car may be disposed to take a chance that will involve at most a loss of a thousand dollars or so, but the buyer of a building usually puts aside; his sporting instincts and insures himself against avoidable hazards. How? By employing a competent Architect.
It is the Architect’s O. K. that constitutes the owner’s insurance policy.
Thus, for the manufacturer of goods of the right sort, there can be no other avenue to this particular market so direct as the avenue of sound advertising to the competent Architects who control American building. On the other hand, the producer of undependable merchandise should give the Architect a wide berth.
Sound advertising to Architects is direct in character and forceful in its presentation of essentials. It employs some medium that impels attention. Obviously, there can be no other medium so effective in this respect as the live architectural publication. It comes to the Architect’s office by his invitation. It does not trespass on his time as does that modern “penny dreadful,” the form letter, or the equally unhonored printed handbill.
The manufacturer who employs intelligently this direct avenue will find ALL of the market to which his goods are entitled in the architectural field—and will find it at! the minimum of expense, providing always that such advertising is supplemented by equally intelligent salesmanship.
Advertising Talks—XIX
by
THE AMERICAN ARCHITECT