Advertising A Grocery
( Originally Published 1902 )
The advertising manager of a grocery store or department is constantly confronted with the necessity of
Emphasizing the purity of his food products.
Occasionally he should dwell upon the inviting appearance of the stock and its surroundings—how everything is cheerful, bright, well ventilated and inviting, and how demonstrations of pure food products assist in making a visit pleasant as well as profitable.
I will first speak of demonstrations. They are valuable in advertising a store or department, and for that reason should be encouraged. There are any number of manufacturers and wholesalers who are at all times ready to put a demonstration in a popular retail establishment, and at all times the demonstrator should be met half-way. Usually the only cost of a demonstration is the space that it occupies. The success of the great grocery departments of The Adams Dry Goods Co., and The Seigel-Cooper Co., of New York, in which daily demonstrations were abundant, goes to show that this double-barrelled form of advertising the manufacturer and retailer is very good.
In the newspaper form of advertising, the principal points for the advertiser are mentioned above. A list of strong specials should be, from time to time, inserted in the local papers. If this list is illustrated so much the better. In every caption to the ad say something about the high quality of every article offered—which talk is reinforced with an irresistible argument when followed by well-known brands of groceries among the specials.
I believe in a booklet or catalogue gotten out at stated intervals—say once a month, or at any rate, once in three months. The busy housewife will appreciate this little compilation of items and prices, as it will serve to jog her memory when making out a list of daily household needs.
To patrons who live at a distance, such a compilation will be of particular value, as they can order goods by mail from it.
Speaking about mail matters, do not forget to run in a few words in the catalogue and newspaper ads about your mail-order department, for many articles can go by mail, and ALL articles that go by express or freight can be ordered BY MAIL. When arrangements can be made to prepay freight or express charges on five dollar purchases (and over) to points within fifty or one hundred miles, a great step is made to secure outlying trade.
Manufacturers, wholesalers, importers and commission men are very liberal in supplying the grocer with signs, lithographs, wall-hangers, counter eye-catchers, etc. The wise grocer uses these advertising signs with taste and judgment, and as a matter of course, with liberality.