Document 10RjoOYme4RB2ZyeN54enwKmX

*Rl HM AJf 4A> Three hteit rcdc*i*n*d to At on Elbe liodera Binder No. 154 or 1291* Keep them in numerical cede* for r*dy reference. eFdTh1ia93b1ublleytiTnbceoSehneiriwhltn* Williams CaCtmiiadr Ohio. All right*renerr* ed except bp epcrffic par* b ImIo o of Dcfimaen of Publicity > S-W MERCHANDISING 'To Be HelphtF' Th e 8h e r w in -Wil l ia ms Co mp a n y Ml CANAL ROAD, N. W,, CLEVELAND, OHIO FiveCoanDCNTuu. Summit Nu h mw suRLiion Chicsgo, 111., Pop, 2,711,795 umi March 9, 1921 i JI Tbia BnlfetJa oat to Foil S fc P LI*. All Rep*. f Extra quantity to Sale* ; Pro Dept** far BPA u m> i Vim of Michigan Boulevard, Chicago SHERWIN-WILLIAMS AND CHICAGO No better example of the adaptability of the Sherwin-Williams proposition to the big City market can be found than in the City of Chicago. This great central market place with 4,701,705 people is a distributing center for the food products of the West and the manu factured goods of the East. The world's greatest inland waterway and railroad systems give opportunities to transport the goods made there. No other place N23375 Bulletin Xu. .i--I'a^e 2 butchers as much meat, makes as much machinery. builds as inanv cars, manufactures as much furniture, sells ns much grain. or handles as much lumber. It is America's principal piano market, its chief mail-order center, its leading stove market. It lias the busiest street corner in the world, the most traveled bridge in existence, the largest depart ment store on the map, the largest art school on the globe. Mar?lull Field & Co. fthu Departd u ih It has so many buildings that if placed in a row they would reach from New York to San Francisco; furthermore, the city nor mally grows at the rate of ten thousand houses a year, leading even New York in the vastness of its construction program. The City divides itself into 48 great merchandising Districts. Each of these Districts is a City in itself. Some of them represent more than 100,000 population. Each of these Districts has its own banks, stores and community life. In this bulletin we are including n map showing the SherwinWilliams' Agencies distributed in and around Chicago. We have approximately eighty agents in Chicago and a large number of dealers. We have seven big representative agencies in the downtown loop. These include five great department storesi. e.: Marshall Field & Co., Carson, Pirie, Scott & Co., The Fair, The Boston Store, Mandle Brothers. Hulictui A'i1. i /'aSt 3 Marshall Firld & Co., Chicago, IU., nut ef Ike fi;* great sheet rx Ike "hwp" handling SUrra'in-Witliams Prmlnels 0007-SWP-000128564 littlk tin A'o. 5--Page / Among our other agencies arc various types of retail concerns, principally hardware merchants and paint stores who saw the value of our proposition in spite of the fact that much of the consumer trade had been uneducated ns to the difference between quality paint and varnish and the cheaper type. With this character of distribution in Chicago catering to all types of trade, under such widely varying conditions, to have made the success with the Sherwin-Williams line that we have made through the work of our Western District and Chicago City Division is proof positive that we.must plead guilty to having a real big city proposition. The Chicago stores carry and sell our line at a profit and their master merchandising methods have enabled many of the smaller outlying dealers to put their paint departments on a profitable basis. Marshall Field & Co., generally admitted to be a store with no superior and few equals in the entire world, carries the SherwinWilliams Line in its Paint Department as shown in the picture. 0007-SWP-000128566 JlnUetin Xu. ' /'ini' 'i WHY A MERCHANT SHOULD HANDLE THE SHERWIN-WILLIAMS LINE By K. Miller, Sales Mgr. Chira^o City Division Trade-Marked Merchandise During the war period when merchandise was sliort. merchants were hard pressed to find sufficient stock to supply their demund. This condition is chang ing and the buyer demands service and is huving only on the urge of necessity, and the trade-marked, advertised merchandise of all lines is coining into its own. The paint and varnish business is full of experiences of manufacturers who have trade-marked and advertised merchandise which was not up to standard, only to see their business grow rapidly and dwindle ns rapidly, because they Imd overlooked the necessity of protecting their investment hy putting high grade merchandise into the can. Today the successful manufacturer has too much experience with advertising investment to take a chance on the quality of his merchandise. Profits Our advertising and sales helps create for the dealer the opportunity to turn his investment over probably with more rapidity than the average commodity, especially the hardware dealer. On builders' hardware, the hardware dealer makes about 45% profit. On suction cleaners, he makes about 88}4rc- On stoves he makes alxmt `2.1%. and on paint and varnishes about 40%. These profits being estimated on his selling price. Builders* hardware, stoves, suction cleaners and, in fact, most of the items offered by the hardware dealer come under the head of permanent invest ments. The householder who buys any of these items is not in the market again for a great many years, hence a resale to the same consumer is limited. Paint and varnish on the other hand, due to their nnture. last at l>est nut more than five years, and in fact every householder requires some paint and varnish each season to keep his property in repair, and with high priced build ing material and latar, property owners are learning the wisdom of keeping their property in repair. So. with a larger profit per dollar of turnover and with greater frequency of resale to the same consumer, paint and varnish are coining into greater popularity with the hardware denier, liecnuse of the opjairtunity offeied in each community for continued sale. Competition In planning our agencies in Chicago, the biggest question was that the hard ware man, generally speaking, did not carry a full line of paint and what lie did carry was largely taught on. the idea of reselling-at a low price, and, when we asked him to put in a full line and sell at higher price levels and to invest sufficient money to make u real department and to train someone to resell the paint and varnish, it 9eemed like asking a good bit. But a number of them saw our propo sition and took it on and have been uniformly successful in meeting competition on paint and varnish offered, in most cases at about J0% less than the range of our price, because our dealers saw and were able to show their trade the difference between good paint and varnish, and the cheaper types. 0007-SWP-000128567 linlltiin ,\'n. 7 The Blfi City Sometimes we lire Hskod whether or not we liuve 11 big city proposition 11 mi I believe that we should plead guilty. The big eity is simply a group of little ones nnd human nuture is no different in the big or little city. Some people want good merchandise and some want cheap, regardless of the sin* of their home town. Wc have tried to find dealers who catered to the t,v|x` of trade willing to pay a fair price and who in turn want satisfaction und service, and we find that tiie opportunities in Chicago are as good per capita as in any other town. We sell merchandising establishments who cater to nil ty|>e* of trade and we find that under such widely varying conditions nnd sales jxilicies, that we have a uniformly good business with each of these enormous merchandising establish ments and that in spite of the reputation that department stores sometimes get of price cutting on standard articles, each of these stores maintains uniform resale prices on our merchandise of its own accord, nnd. the fact that they sell and carry our line at a profit and maintain a fair level of price has been a great help to us in inducing small department stores in outlying areas as well as hard ware dealers all over the city and suburbs to put in and sell our full line. Resale We have made our campaign to the dealer on the basis of profit to him by acting as our distributor and not on the theory of trying to sell him something. With our enormous advertising campaign, our store displays, our personal letters to his trade, by having demonstrations in his .store, with our Ploorlne Coupon Flan and by training the clerks in his store, wc liuve been able to show the owner of the business the wisdom of carrying a sufficient investment in our line to take care of the trade thus builded. Our delivery from the warehouse by truck is a point in our favor, liecause it cuts down the stock on hand of our dealer. So, all in all. wc can see no difference between establishing dealers in a large town and in establishing the sumc dealers in small towns, only that the prob lems seem to be easier in the big town, because the dealer's opportunities are less limited in the big town nnd the necessity that the dealer feels for currying mer chandise that will recommend him to his trude. who are less apt to be personally acquainted with him in a large town than in the small, is felt far more by the eity dealer than by the country dealer. John Smith in Squedunk is a |ierain of importance and bis hardware store is an institution, whereas Hill Smith on the corner of Prosperity and Hesitation Avenues, depends on displaying recognised trade-marked merchandise to catch the eye of the buyer who is passing by, and thus it fixes in the mind of that pros pective customer the fact that Bill Smith is a denier in hardware, paint nnd varnishes against the time that this prospective customer may require any of these items. The dealer's problem in the big town to identify himself in the minds of hi, prospective trade is the greater problem, because of his lessened opportunity to project his identity in the big city compared to the country dealer. Therefore, the real sales proposition of the manufacturer is the resale help he offers the dealer, and, this truth is accepted as readily hy the city dealer as by hia country cousin. SRBJ B21 M2 0007-SWP-000128568