Business screen magazine (1938)

T i: If .^1 I X I X (Confnudd Inmi l\ii}f x*'2) picture program. They are inexpensive and easy to make and there is no denying their ultimate results. Our Licensees no longer liave to go after such showings now as they did in the early days of our use of Hidden Enemies. Most of them are usually sought out for as many such showings as they are able to or care to make, without any effort on their own part. Our most successful results from Hidden Enemies have been, however, from two totally different methods of presenting the picture. While they are particularly effective for us because of the nature of our business they can likely be adapted to most other bu.sinesses which can profitably use motion pictures in consumer promotion work. The first of these plans is basically: the showing of our picture Ijefore hand picked audiences to obtain immediate requests for inspection of homes for termites. The plan, as it is carried out by most Licensees, works this way: The Licensee contacts the leader of a Sunday School class, missionary society, or other church group which is continually faced with the necessity of raising money for its treasury. He offers the group a small amount of money — usually $5.00 for arranging a showing of Hidden Enemies at which there will be present a specified number of home owners. Licensees differ in the number they ask for, but the minimum is 15 and the maximum never more than 30. The group leader is required to handle all the details of arranging the showing: providing the place, contacting those he wants to be present, etc. So after contacting the group leader the Licensee can forget all about the showing until the time comes. On the night of the showing the Licensee arrives at the appointed place early and sets up his equipment. After his audience has assembled he starts the program by making a brief educational talk in which he explains what termites are, the damage they do, and the position his company and E. L. Bruce Co. hold in the field of termite control. Then he shows the picture. At the end of the picture he again makes a brief talk, building up the value of a Terminix inspection. To conclude his talk he announces that his company wiD be glad to inspect the homes of all those present for termites, and that one of his men will call the next week to make the inspection. Notice this angle — he doesn't ask that all who want their properties inspected raise their hands, or see him later or sign cards; he calmly announces that one of his men will lie around the next week to give them a free inspection. And so well does Hidden Enemies sell the audience on the menace of termites and the benefits of finding out in lime whether or not their properties arc infested that when the inspectors go around the next week they are granted permission to make inspections of the homes of five out of six of the property owners attending the showing. The percentage of termite infestation varies in different parts of the country, so it is impossible to say what is the average numlier of "hot prospects" (homes which are termite infested) out of the inspections received from one of these showings. One Licensee, however, closes an average of one and one-half sales from each such showing — within a week or so. Since his unit of sale ranges from $100 all the way up to $500 his $5 investment certainly pays dividends. It is interesting to note that this presentation plan has evolved from a number of ideas used by various Licensees and passed on to the whole organization through the "Terminix Movie Bulletin." The third standard method of using Hidden Enemies is the plan of using it in direct selling, .\fter a salesman has obtained permission to make an inspection, has made it, and has found termites, his real selling job begins. Although he has already sold his prospect on the danger of termite damage and the urgent need of doing something about it, his prospect is still quite hazy about the destructive way in which termites work and the complete and complicated steps that are necessary to control them. He is apt to regard them in the light of other household pests such as roaches, flies, etc., and therefore can't understand why the job of insulating his house against them should cost possibly several hundred dollars. He is particularly shocked by the price when he recalls that his neighbor down the street had his termites "eradicated" for $'20 by the local jack-of-all-trades, equipped with a couple buckets of creosote and a garden spray gun. So at this point our salesman calls upon Hidden Enemies to give his prospect a visual idea of howtermites attack his house and what (Please turn to next Page) 1106 %^ DeVRY LOW-PRICED . PROJECTOR i FeVry engineering ingenuity conies lo ihe fore once again with ihis revolulioiiarv ne** LOW PRICED MODEL "Q" SINGLE CASE 16 mm. SOUND PROJECTOR The .Model "O" combines iiilo a smaller space EVERYTHING that's BEST of the costlier DeVry models lo give YOl PROFESSIONAL SPARKLE in pictures and sound ANYWHERE, ANYTIME and at a MOMENT'S NOTICE. EVERYTHING to make it easier for ^OL to profitably employ the most powerful of all sale? tools . . . '"Talking" Pictures or silent films, black and while or colored, at much LOWER COST. THIS IS IMPORTANT — The Model "Q" is not just another ordinary projector **buill down to a price", but like all other DeVry products a Quality, precision projector. 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