Business screen magazine (1938)

Globe-Union Builds Sales Campaign on Slide Film Programs • Early in 1938 the Battery Sales Departmunl combined all forces to help Globe Battery Dealers sell more batteries more profitably. "Spinning Power =■ Profit Power" was tin slogan adopted to unify all activity. Although numerous types of visual presentations had been used by Globe salesmen in their contacts with active and prospective retail dealer outlets, the slide-sound type of presentation had not been previously employed. The film produced contains 98 carefully selected photo frames and a double-side record. It was produced under the supervision of the Company's own department. Films, records and the new junior-size sound slide machines were supplied to all salaried salesmen. The general content of the presentation can be classified in this manner: 1. A View of the Battery Market -i. 1938 Sales Promotion Plan 3. Equipping the Battery Sales and Service Department. At the outset of the 1938 campaign, Globe dealers were greeted as "Battery Merchants." and their side of the profit story — profit from selling the battery with "Spinning Power" — originated with the market. The analysis of the market, as presented in the film and supplementary manuals and mailing pieces, registered very effecti\'ely in the minds of the majority of these "New Day Battery Merchants." This view of the market represented a logical starting place: When do Failures Occur? 65% of all battery failures occur before 8:30 A.M. 20% of all battery failures occur during the daylight. 15% of all battery failures occur at night after 7:30 P.M. Where do Battery Failures Occur? 75% of all batteries fail in the motorist's garage. :25% of all batteries fail elsewhere. What do Car Owners do to Remedy the Failure? 45% telephone for rental service. 45% drive to the station after being pushed or towed. 9% walk to enlist service. 1% miscellaneous ways. ♦ Since 75% of all battery failures occur in the motorist's garage — right in the Merchant's own neighborhood — this fact was given major emphasis on the first page of a permanent sales manual. Copies of this manual which contains much of the material presented in the sound( Continued on Page 37 ) ILLUSTRAVOX ^-Xr proi/ea SALES STIMULANT The value and efficiency of sound-slide films as a sales training medium and business stimulant have been proved by 300 companies — large and small — using 20,000 lllustravox units. ILLUSTRAVOX JUNIOR ILLUSTRAVOX CAN INSPIRE AND TRAIN your salesmen and dealers by convincingly projecting your sales story in words and pictures. It commands attention until your perfected story is told — and repeats with never failing enthusiasm. It will MULTIPLY the effectiveness of your selling effort. You will find it your most powerful yet economical selling and training aid. Investigate its application to your business by conferring with film service companies or— ELECTRO-ACOUSTIC PRODUCTS DIVISION The Magnavox Co., Incorporated • FORT V/AYNE, INDIANA THINGS TO COME: • Metals — and the Film Industry • Department Store Promotion — by Zenn Kaufman • Government Films and Bureau Activities • Color! — A Sequel to this month's color article these and many other noteworthy features will be seen in the pages of the forthcoming issue number four of Business Screen, The Magazine of Commercial and Educational Films. 35