Reel and Slide (Mar-Dec 1918)

34 REEL and SLIDE Sales Plan on Lin^veave Fabric Links Films With Show Window (The Linweave Films were produced by The Diaxnond Film Company of Chicago.) OUR motion picture films have been made an integral part of our dealer help service on "Linweave" Guaranteed White Goods. There are thousands of dealers selling Linweave White Goods throughout the country. Our problem was to reach all of the women in towns where Linweave was sold. We realized from the beginning that the screen must not be used alone as an advertising medium, but to realize fully on our investment, we must place the goods conveniently before our customers and must correlate the screen with our already well-organized dealer co-operation. Linweave goods is used for dresses, waists, under and outer garments for women, misses and children. Our first film, used throughout 1917, was a sixty "The poster fades out and a live model fades in. The girl tests texture of holt of fabric, turning to audience. Then comes the dealer's trailer. foot subject of first-class quality. Of this, we originally made 100 prints. The demand increased steadily, however, and we now are placing films in every town where Linweave is handled. We had adopted a window and showcase five-color poster, shown herewith, with which this particular line of goods had become identified. Besides this poster we supplied our dealer with a series of newspaper announcements and cuts for use in his local medium. Poster on Film, Too This poster, carrying our trade mark, was the first thing that appeared on the screen. We were fortunate in securing a live model who closely resembled the girl on the poster. As the poster faded out, the girl faded in, in the same position. She turned slowly around, smiling, and instead Sixty-foot Life Subjects Co-ordinated With Newspaper Cuts and Dealer Window Display, in Small Towns By Ernest K. Heilway, (Advertising Manager, John V. Farwell Company, Chicago) of the lantern, as in the poster, she held a bolt of Linweave. Turning to the audience, she unrolled the bolt partially, and in a close up, displayed the texture of the fabric. She also called attention to the guarantee tag that goes with every bolt. This was likewise shown in a closeup view. Of course, the girl was dressed in a neat Linweave frock. The "trailer" then followed, naming the local dealer and extolling the various merits of the fabric. On the same days upon which the film was shown, the dealer displayed Linweave prominently in his show window and in his store. Many of the dealers also ran Linweave ads in the local newspaper on the same day. This proved a most effective advertising medium. It not only aroused the woman's buying instinct by showing how attractively the fabric appeared on a well-dressed girl, but it told her while she was in the buying mood just where to get it. Thus, the appeal was direct. And for those who might forget, the newspaper announcement caught her eye as a reminder when she got home or the show window display freshened her memory when she passed the store on the way home. So successful was this campaign that we are repeating it this year, with few variations. Our method is to serve dealers in their turn and applications are carefully filed and the stores are notified when the films will be available as far in advance as possible. This enables them to carry out every detail of the sales plan effectively. A Good Plan Needed To be effective, experience has taught us that the advertiser using the screen must have a plan. He must consider his film merely as an added, but valuable, aid to his general sales plan, if properly used. Dealer response, with us, was immediate. Applications for the film increased rapidly and the films were promptly returned to us for inspection and reshipment on schedule time, with few exceptions. «iiiiiiiiiiiiiiiiuiiiiiiiiiiiniiiiiiiiiiiiiniiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiuiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii Get Your FACTORY in the MOVIE Free Tests Against Any Competitor Any Where, Any Time Cincinnati Motion Picture Co. Runey Building, Cincinnati, Ohio I