Business Screen Magazine (1965-1966)

FOR EUROPE'S FINEST in FILM PROCESSING AND PRINTING! SPECIFY THE THE FILM MEDIUM IN INTERNATIONAL MARKETING How to Reach 26 Million Customers Abroad "^ LABORATOIRES 16nini REVERSAL NEGATIVES POSITIVES EKTACHROME 16mm DUPLICATES COLOR-TO-COLOR A & B ROLLS Same Day Service on Television Films • EASTMANCOLOR 35MM PRINTS • ANIMATION STAND -35-16 • OPTICAL AND MAGNETIC SOUND TRANSFER -16/35 • SPECIAL EFFECTS Cable, Telephone or Airmail: E. LEZE LABORATOIRES VITFIiR 1, rue Charles Mar, IVidor PARIS, 16e TELEPHONES: 288.88.05 647.53.50 WIDESPREAD Acceptance of film as a powerful marketin'j. weapon is one reason why a sponsored film distributor's office resembles a Command Post these days — planning strategy and carrying out operations for sponsors on many an international front. The product salesman knows who his customers are, where they are and how they can best be contacted. It may be a Thai village gathering, V.l.P.s brought together round a dinner table in Washington, Paris or London, or an audience of thousands at a great Convention Centre. In each case the sales approach is different — and if a film is used to support the sales presentation, expert handling is needed to ensure that projection details, seating arrangements, methods of invitation, introduction and follow-up will have the maximum desired effect. Film Presentation Specialists In Europe is one of the most experienced road show operators, Sound Services, which for thirty years has specialized in organizing many thousands of sales film presentations in Britain and the European countries, and is responsible for the preparation and supply of all foreign language versions of the films used by such international sponsors as Caltex and British Petroleum. With this experience, a unique service for sales presentations has grown up. — In London, for example, there is a bewildering choice of preview theatres, hotels, restaurants and meeting halls where films can be shown — but variations in facilities, standards and service make it essential to maintain a constant review. Pitfalls for Meeting Chairmen A change of bancjueting manager or film projectionist may be the difference between a highly successful presentation — and the sort of fiasco that everybody wants to forget — except the competitors! In the hands of the specialist, there are no risks. in other parts of England, Wales, Northern Ireland and Scotland a sinnlar service is maintained by a network of associates working closely with the London office of Sound Services. Can You I'se I'iliii Successfully? But on the continent of Europe, how can a U.S. marketing man be . . . "Colgaie-Pahnolive, which hu.s been selling in Thai land for thirty years . . . dominates the toothpaste market but in soaps and detergents it has to battle with its uhiquitoui competitor, Unilever. To stay abreast of the competition. Colgate employs sixty salesmen and some unusual .sales methods. In Bangkok the salesmen make conventional door-to-door sales, but in rural areas they are preceded by a road show. Often this consists of a movie projected from the back of a jeep onto a folding wide screen. During the show, .salesmen move among the the crowd, distributing samples and pamphlets. Colgate also uses five boats to reach people settled along the canals.' (from Fortune magazine, January, 1966) sure that it will be possible for him to include films in a sales campaign taking in, for example, Paris, Brussels. Antwerp, Liege, Rotterdam, Noordwijk. six industrial centers in Germany. Jyvaskyla in Finland, Milan. Rome, and a V.I. P. customer who can only be contacted on holiday at St. Moritz? That is — without the necessity of sending a man on ahead to make the arrangements, or placing a heavy burden on the company's importing agents who may be inexperienced in arranging film shows? From a file at Sound Services' London office containing details of over 400 hotels and conference centers in Europe. North Africa and the Middle East, the most suitable venues can be selected — by reference to the listed projection and catering facilities — including other a-v services such as simultaneous translatiiin. amplifiers, tape recorders, slide and film ith itH in In strip projection, closed circuit kvision and videotape facilitie How Soiuid Services Functit Working in collaboration overseas associates, Sound rvices ensures that the filmsart available and ready to be sho\ in the appropriate languages artquired. Meetings are public sd, audience groups contacted, licity material distributed fact, a whole export sales tour can be planned, booked carried out with the same fidence as for a home-based aijii visual program. In the same way audiovjjai display material can be incl in exhibitions — last sui^f Sound Services' specialists we Cannes. France, providing CCTV viewing facilities at thi ternational Advertising Film F tival; setting up projection faci t on the White Horse Whisky tillers' stand at the Internal Trade Fair in Helsinki, and IS Fnforfilm's British member, Sound Services, dispatches more lliiin film lilies (cull dinj from litis depot in Loiuloii. The overhead com is used It) move hufis of film eases to shipping van uailin<i oulsidt latii lou BUSINKS.S .SCREEN • l'