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Huge display was prepared on the front of the store for the big Fair.
received their copy, to read and digest. A field trip to the Chicago Food Industry Convention was next in order . . . and when Sattler's flying Food Fair crew reached the Windy City they found that their colorful, idea-packed brochure had done a good missionary job. Top drawer executives received the Sattler group and listened to their proposed Buffalo promotion. On the return trip to Buffalo they had promises of 100 per cent support and cooperation; and from there the many other food processors from coast to coast hopped aboard the Fair wagon.
As the preparatory months rolled on, this line-up of special sale features, exhibits and displays took shape! Over 40 interesting demonstrations were arranged. Exhibits never before shown to consumer audiences were promised and these promises were kept. Appliance items worth more than $6,000 were given to be used as special prizes in contests that Sattler's would conduct among their customers. Prizes included years supplies of cheese, eggs, coffee, and butter; Bendix Home Laundrier, Kelvinator Electric Ranges, Norge Gas Ranges, Philco Refrigerators, Disposal units, Home Freezers and Admiral Television sets. Add to that thousands of dollars worth of cook books, recipe folders, toys, novelty gifts, lapel pins, meat charts, kitchen utensils and over a hundred special merchandise deals that offered Sattler food shoppers a bargain carnival as they bought nationally advertised brands and received wonderful pre
mium merchandise as extra buying incentives.
A very important part of the manufacturers' and distributors' contribution was the amazing quantity of display material and display personnel which they sent to Sattler's. Sattler's already busy display staff who had not only this tremendous Food Fair to handle but four floors of other department store merchandise to work on, welcomed this valuable assistance.
Trade publications at the same time that manufacturer and distributor interest was building up carried news of the proposed fair. This help directed more attention to the promotion event, and garnered more inquiries from smaller processors who wanted to get into the act. It also, graphically showed Sattler executives that they had something that was news! This very important item prompted them to treat the Fair as news and led to the greatest amount of free newspaper and radio publicity that any store in Buffalo has ever received for a merchandise event.
With the Fair set on paper, with display plans drawn, merchandise in warehouses and everything ready for the "go ahead," Sattler's capable advertising staff went into operation. Big bold double truck newspaper ads were laid-out, car cards printed. Sattler's battery of spot radio and 15-minute musical shows carried solid Food Fair copy. The store was turned into a three-ring circus of food promotion, Stairways leading into the basement were made to look like colorful circus tents.
JANUARY, 1949
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