Business screen magazine (1938)

AIVDTHEH DUTSTAIVDIIVG DEVELDPMEIVT ....hy SDU^D PHDJEETS RECORD COMPARTMENT TRIPCORD FOR FRAME CHANGING PRICED RIGHT Model L-103 shown above. Suitable for audiences to 100. Other models available. A new unit emerges forth this month, identical in appearance to the model 103 as illustrated above, but expressly designed for rural or industrial 'on the spot' sales where conventional current is lacking. Made to operate from 6 volt storage batteries. Excellent tone quality and ample illumination provided. Learn more about this and other models by contacting your dealer or write to us direct. SDUIVD PROJECTS nilO WALTDM STREET CDMPAIVY EHICAGD G/ll/jfro orLll'inc An address of prestige where the discriminating traveler may relax in an atmosphere of refinement. Under the same management as The Drake and The Blackstone in Chicago. A. S. Kirkeby, Managing Director Thelouin fjouse II \ U I 1 S H I II E I \ III S A M: E 1 E R EDUCATING THE DEALER {Continued from Page 34) factory soon after sent its first production. Streamlined Men, into the field. Thanks to ingenious organization, that first slide film, confined to a 1'2-inch recording, did double duty. One side of the recording told a dramatized nine-minute story about Jockey underwear that not only led up to the story of the merchandising program for retailers but also served as an interesting show for civic groups, luncheon clubs — in fact, any organization that gathers men together in one place. FILM REVOLUTIONIZES RESULTS Coopers' had no difficulty in showing the first half of the .sound .slide film to hundreds of consumer groups. And that first film immediately revolutionized results with the trade. "Where it had been difficult, in many cases impossible, for our salesmen to tell the complete story just to the buyer, the slide film enabled them to tell the story, not only in complete detail but also to everybody in a store in any way concerned with men's underwear," re])orts A. R. Kneibler, vice president and sales director of Coopers'. "Usually our salesmen first show the film t<i the underwear buyer and, in large stores, to his assistant. Getting this first showing is easy. All they need do is express a desire to put on a show. Then, after the boss has seen our film, the salesman in most cases couldn't avoid showing the film to the entire underwear department, even though he wanted to. "The group showing is generally made at the store before or after business hours. Occasionally the salesman gets the group together at his hotel. But, however he chooses to set up his group showing, a slide film is always the perfect kick-off for an enthusiastic meeting on local .Jockey underwear promotion. SUCCESS NOT THEORETICAL "With slide films we've licked a problem that began with our own sales organization and extended into every town in the United States. "Our success with films isn't just theoretical. In the year since we first started using the medium, we've been able to obtain close promotional cooperation in the outstanding stores in every state. With films, we've been able to educate several thousand sales people in practical, specific, result-getting sales methods. It is a provable fact that our business has steadily increased in almost every store where a slide film has been shown and the pickup is always immediately discernible after the film showing. "Our first slide film also enabled us to open linndreils of new accounts. And. while results nf a prcimotional effort can rarely if ever be (Please turn to Page 38) -^►*ite!r mi 'riif grapliic power of tlie film strip seen in Coopers' "Hothouse Legs". Wilding Picture Productions. Illllllllllllllllllilllllllllllllllllllllllllllllllllllllllltlllllllllllillllllll 36