Business screen magazine (1938)

CATERPILLAR cont'd What The Pictures Do The majority of the fihiis are designed to tell the story of the performance of the Company's products on a certain class of work. For example, there are pictures on such sul)jccts as farming, fruit growing, road building, road maintenance, earthmoving, logging, .snow removal, erosion control and industrial applications. From these films the dealer can select the one that deals with the type of work in which the prospect is interested and thus give him a demonstration right in the office, the prospect's home or his place of business. With the aid of motion pictures he can sell snowplows in July. He can take a contractor to an outstanding earthmoving operation on the other side of the continent or he can show a busy industrialist how a competitor is gaining an advantage l)y th<' use of new methods or equipment. These movies are frequently the first means of interesting the prospect in the product and the final means of closing the sale. They play a part in every stage of selling "Caterpillar" machines because they furnish incontrovertible proof of performance, and that is what the prospective buyer always wants. In addition to this, they provide a means of broadcasting new methods — of developing markets for new equipment and of decreasing the cost of selling and increasing the speed with which the deals are closed, TVPIC.\L C.\TERPILL.\R FILM.? BriLT For The Western R.\xcn — agricultural on the Pacific slope, Let's Go Diesel — the application of "Caterpillar" Diesel Engines to various power problems, Gre.4ter Gr.\ders — road building with the No. OO power-controlled blade grader. Out of The Woods — the use of Diesel tractors and power units in the logging and lumber industries in the western portion of the United States, Picking The Winner — conquering adverse conditions of dust, mud, rocks, etc. with "Caterpillar" Diesel Tractors, O.v Far Frontiers — "Caterpillar" Diesels operating in the foreign field under extremes of temperature. Manpower and Horsepower — a film devoted to the "Caterpillar" factory and the folks who work there. CATERPILkAR AUDIENCE PROMOTING THE PROGRAM-II Publicity for Your Films • It has been ]iointed out in these pages before that a film, once produced, has most of its life ahead of it. Any point-of-view that accepts the distribution of a picture as a matter-of-course is in serious error. True enough, the insatialjle demand for "movies" among all types of groups can give your organization picture widespread aiuliences but true selectiveness is the first objective and to obtain that you'll have to use all the tricks of the trade; use "em thoroughly and use 'em well. The first of these is closest to home. The lowly house-organ, now risen in some business organizations to high estate because of its proven value and interest, will be a first and best bet for the opening of your publicity campaign. That's No. 1 on your checklist. No. 2 is the local newspaper. If a public showing is possible (for that type of picture) then by all means study the feasability of advertising and announcing your picture through the daily press. A well-produced picture often performs .some phase of public service; study its useful angles and point your publicity accordingly. One interesting campaign came to the attention of the editors recently. The Consumer's Power Company of Michigan, promoting the showings of its excellent film All In A Day used the following steps in building local interest: A, The picture was released for general theatrical distribution throughout the area served by the company. In the matter of theatrical bookings, the company cooperated with theatre owners by supplying a limited amount of newspaper advertising together with windowcards. As a direct tie-in the company installs a special window display where theatrical bookings are in a town in which a company store is located, B, Request cards are sent to customers of the company so that club and group distribution may be requested. Confirmation forms are sent when a request is received and accepted. The house-organ is naturally most valuable in the case of dealer and other types of organization films, .\s described elsewhere in a re printed piece from the Esuo Marketer (see op])osite page) the company journal keeps the dealer informed of the successful adaptation of the picture in other territories and builds his own interest higher. But the house-organ also serves to keep employees informetl about pictures being seen by the public and aids that type of distribution as well. Newspaper releases can be standardized and in a few cases very successful "syndicated" forms have been offered to local dealers for the guidance of local papers. Since he is usually an advertiser, the dealer can best "sponsor" the local showing and in the same vein, its attendant publicity. Standard Oil of Indiana. Internatifuial Harvester and a few others have taken a leaf or two out of Hollywood's familiar "pressbook" technique in this direction. A final note would emphasize the importance of understanding the eventual distribution of the film as a unified plan. Then all forms of pul)lieity, promotional printing and possible advertising can be .synchronized to hit the exact i)laees where they will do the most good. Not only printed matter but the personal ai)i)earance of a representative of the sponsor at the time of the showing is to h thought of as an integral part of the film publicity campaign. Then. too. such personal attcutinn hel|)s assure more perfect showings. HERE 15 THE WINDOW DISPLAY ARRANGED BY CONSUMER'S POWER C(iiii[)aii.\' ill c-oiiiu'ctioii with JOCHJ sliuwiiigs ol" .4// In A Dull ill Micliigaii cities serveil Ii.\ the Company. 24 Bu.siNESs Screen