Page 214 - One Thousand Ways to Make $1000

“Quality Exposition.” A section of the store was set aside for a display of
quality products featured side by side with inferior products. The differences
in value were made clear by tags and charts. Another store drew thousands of
people into the china department by having prominent society women and
leaders of civic organizations set dinner and tea tables, which were displayed
in strategic locations. Big stores do not overlook a single trick when it comes
to turning the public eye their way, and getting people to talk about them.
These promotional activities are becoming increasingly important and it
behooves the smaller business man, whether he is the proprietor of a small
store in a small town or a manufacturer, to use showmanship as well as
advertising in promoting his business.

Showmanship in Business

It is not necessary to spend thousands of dollars to put on a show that will
make your business the center of interest and attention. During the depth of
the depression a small jeweler in a little Indiana town found himself in a tight
spot with his creditors. His “working capital” was tied up in diamonds, and at
that time diamonds were a drug on the market. How could he turn these
diamonds into cash and pay his bills? He found the answer in a “diamond
contest.” This contest was based on the inherent interest which people have in
diamonds, and the general lack of knowledge concerning them. The jeweler
arranged a display of diamonds in his window, and announced that he had
prepared a series of questions about the stones. He further explained that he
would award, on a certain day, a valuable diamond ring to the person who
submitted the most complete answers to his list of questions. He had some
handbills prepared, which were distributed door to door announcing the
contest. He advertised in the newspapers. He got the school-teachers
interested. In fact, so great was the local interest in the promotion that he was
asked by the Rotary Club and the Chamber of Commerce to address luncheon
meetings on the subject of diamonds. But in order to participate in the contest
it was necessary for you to go to his store twice; once to get the list of
questions and again to deposit your answers to the questions. That was the
hook. What happened? Not only did this jeweler make his store the main
topic of conversation in town for more than a month, but hundreds of people
became interested in diamonds as an article of jewelry and as an investment.