Business screen magazine (1946)

Super-8 Boosts DuPont Sales Salesmen use Super-8 projectors to establish record sales results for "Zerex" Du Font's salesman, Charles K. Messick (left) presents product story using super-8 to M. H. L'pter, buyer for Eckerd Drug Co., Newark, Del. When l)u Pont introduced its revolutionary Anti-l.caiv "Zerex" antifreeze nationally two years ago the company's automotive products marketing department was faced with the interesting problem of how best to dramatize the new product's story. "We had a product story that had to be seen to be fully appreciated," reflected Marshall A. Stephens, marketing manager. "We wanted to make sure that every one of our 12.S salesmen explained it the same way without taking too much lime." The problem was effectively solved through audit>-visual presen 26 tation. Du Pont produced a tenminulc super-8 film, called The Icstcil One, which explained the product's chemistiy. In addition, it described consumer reaction in the previous year's test market and the money-back guarantee the company was offering. 'I'he film was previewed at ihc group's April sales meeting. Salesmen's reaction was enthusiastic. They were advised that, up«m arriving home, individual portable Super-8 projectors would be awaiting them for their own use. "We fell Ihal film was ihe only lechnit|ue available to effectively demonstrate the sealing action the pt)lymers," Mr. Stephens sail "Coupled with that, it certainly ci abled the salesmen to present th information more clearly, concisel and dramatically." Du Pont selected a unit mam facturcd by Bohn Benton, Inc which weighs only 17 pounds, i smart-looking case is the size of ai attache case for the convenience i sales personnel, and can be carrii onboard a plane, if necessary. "It took only a few seconds tj set up the projector in the retailer place of business," says Charles F| Messick, Wilmington-based sales man and spokesman for the autcj motive products group. "The auUj matic push-in cartridges were simp to use, and the sound film c the 9" X 12" built-in rear scrcci gave my calls a show business qua ity — even in full room light. The Du Pont salesmen starti making customer calls in mid-Ap and continued them through the bu ing season. Then, starling in .\\i ust. Du Pont alerted consumers the product's leak-sealing capabiJ lies by heavy use of a televisiol commercial. The combination of ii, formed retailers and pre-sold co: sumers paid prompt dividends. "Despite the fact that both n;' tional brand competitors eventual! announced fibrous-based anti-lea^ in 1969, our sales were up 30 pc cent over regular "Zerex" the prev ous year," Mr. Stephens said. "Oi increase was \S times that of til nearest competitor." Because the company had alread invested in the audio-visual equi| ment. and because the first effo had been so successful, Du Poi turned to film again the next yea Iheir second lO-minute effort. Th (iiuiruiiU'fil One. detailed results ( llie successful product inlriKiuctioi included results of lab. taxi and ir dependent testing, and rc-emph; sized the money-back guarantee o fered. W hat happened? Since so few n tailers had received consumer conr plaints the previous year, they didn need convincing. They bought. Fc those who raised a question, the 1( minute film eased their concern helped greatly to add up to anoth< record year for Anti-l.eak "Zerex anti-free/e. .And twi> more probleir solved by the portable Supersound projector. BUSINESS SCREE