Document GK8GQ73Bn2ne2375EEZOX3bRv

1916 - 1917 &OVE RT I S 1 N G A Brief Outline of oiir Advertising Policy . ,j - . Advertisliift Qtgaiflation , ' : The Shenrin-Winlams Co. has a completely or- eahited Advertising' or Publicity Department, including i he' siiVdivMans of AiNniniMration, Editorial, DrvomliW'.SiiV? I'rouioluin and Priming and Sampling Departments. Thu Sales iVoiuoiion Departmetlta areconnected directly noth the Ad+et- tieihg Department in all' matter* of advertising features and their distribution. On other' matter* they are integral part of their District organization. The complete Department of Publicity at Cleveland number* about 100 people, and their work coven a wide variety id special ability along creative and other lines. . ; Expenditure ' s :. . The Sherwin-Wiiliams Co. is one of die largest advertisers in the country. It in.known for iu thorough way of ,.r a. a Ivftsoing appropriaT tionsandeipendi.il.- I'rr .it u'l.raately diynh ed on a percentag, 'i.i* - Ih-.ji. so that each District Sales Promotion _M anagar knows his adver tising allotment. This aids in matters of adminis tration and also gives each Division and District its fair proportion of selling helps, according to the population and volume ofbayness. . . '--i National Adventslug t! - This includes display advertising In leading maga zines and farm papers. It also includes railroad bulletins, display rooms at Chicago and New York, apd a dominating electric display sigh in San Ff&n- eaco harbor, which is in the nature of an inter national exhibit. - . - ... . . . t ! } I jr } 4 4 N46334 Hie purpose of the Company's national advertis- . ing has always bean to malts the Cover the Earth trade mark more widely and better known, When linked up with tile phrase Sberwin-WQUanB Paints 'and Vamishee, thin makes a simple but strong . display, and we try to keep it firmly fixed in the minds of the people. Our aim is to make this name and trade mark come to people's minds whenever they tliink of paints anti varnishes. V. Magazine Advertising This is the main part of the Sherwin-Williams national advertising. Rather than spread our appropriation out among 30 or 40 publications, we have been concentrating it in a few leading publi cations of large circulation. Far instance, in 1917 the magazines in which we havecontracted for good space are as follows: Tie Saturday Beefing Post, Ladies' Home Journal, Woman's Home Companion, Woman's World, Christian Herald, Literary Digest. The farm papers are: Holland's Magasiie. California Home and Parmer, The Parmer, Farm and Ranch, Farm, Stock and Home, The Gleaner, Michigan Farmer, Wisconsin Agriculturist. In addition to this we are doing a little special cultivation in certain sections that seem to requite it. From our magazine advertising we receive thousands of inquiries each year. These are handled very systematically from Cleveland, where booklets and information are sent out and the inquirer is advised of the name of our nearest agent. In the case of a non-agency town the inquiry is of special value to the District or Division to which it js passed on, as the representative can then use this as a wedge to land an agent. All inquiries are for warded promptly to Districts and Divisions through the Sates Promotion Departments and the District Offices, and representatives should place inquiries of this kind among their most important follow-up papers. Good inquiries mean sales and the per centage of curiosity seekers is small. National Bulletins and Signs We are constantly contracting for display signs along railroads, and we always have undo' contractl l 0007-SWP-000190897 -1 from g50 to 350 of these boards in the United States. We try to place them on tin main traveled roads where the largest number of people from all parts of the country can see'them. This is a constant reminder to the traveling public. Advertising for the Dealer's Store This includes frequent and well conceived window displays, concentrated largely in the Pall and Spring months: MM-3 agency sign for front of store; counter display features, color-cards, enclosing slips, paddle racks, panels, cartons, OH dealer? book, etc. Window Trim* This is one of the most important tie-ups between our national and local advertising. Any merchant who is live enough to have our agency ought to trim his windows and at least use the material we send him. Many of our moat successful agents in addi tion to using our trims are constantly making up special trima of their own. The representative ought - toassume responsibility, and realize that the more Sberwin-WilliatnB trims used in his territory the better our products are going to he known and the more business he is indirectly going to get. local Advertising Our policy is to let our agents take care of the local end of the Sherwin-WilUajna advertising, such as local newspaper work, programs, handbills, etc. However, we are always pleased to prepare copy here, supplying electrotypes'Without charge. We pend so much money on our different features that we believe it is a part of the merchant's plan to conduct the local end of the' advertising, and that ho ought to be able to push our line at a profit to himsell. We cannot cover alb fields of advertising and, therefore, direct our appropriation into the channels that we have proven to be most productive to our agents and to oiirarivesl Special Concessions . ' Representatives as well aa District and Division Cdhccs should be discouraged from offering or giving j special concessions to agents or dealers. In eu * 0007-SWP-000190898 cases where such an expenditure would affect our advertising appropriation, matter* should be pre sented to the Advertising Department through the branch manager. No promisee should be made, because the Advertising Department reserves the right to OK any such expenditures. Our policy is very rigid along this line and. we. have found it best to stick to our general plans and not to talce on extras or specials, as they addons give us any benefit in an advertising or sales way. , Sherwin-Williams Sales Promotion System On account of its being used many times in con nection with business deals of rather questionable character, the word "promoting" is often looked at askance by don-cut merchants.; But the term "asks promotion'' is known to be a big factor in modern business and nearly every progressive concern has its Sales Promotifea Department. The Sherwin-Williains Co. are pioneers and leaden in tins field of trade-getting, fit any merchant mentions the fact that other point houses offer them the same promoting service, remind them of the fact that The Sherwin-Williams Co. was the first paint and varnish concern to do sales promoting work for its agents. The long experience which we have had in this work has enabled us to make changes and developments in it so that we ean do promoting work of the most effective sort for our ageirts. . Tdl these merchants also that The Sberwin-WilItarns Co. conducts not only one Sales Promotion Department, but seven. They are located in various parts of the country. ' Because of these seven de partments we can give our agents a service that in promptness and knowledge of local conditions cannot be compared with the usual promoting service which is turned out by only, one department for agents ail.over the country. Aik the merchants you call on to compare Sbetwm.Williarns Promoting Letters with those of.other manufacturers. You wiU find that in most cases the lettersof our competiton are what are called "general" lettara--that.is* they talk about the value of a certain tine cn paint as a whole and the need of painting as a whpfe. They do not, however, have the value of Sherwin-Williams ydaliitd letters. We have found bymqierieace that the ageatreceives far better result* by having letters on a particular product sent oat to property 0007-SWP-000190899 owner*. By this method the property owner's attention it focused on the need for this one product and comes into the agent's store with a definite view in mind and not merely with the idea that painting is a good thing but not knowing just what lie needs himself. Most of our agents have learned the value of following out Sherwin-Williams system of using' promoting letters--namely, to send out high-class personal letters, neatly typed, signed, and matted under two-ceat postage, to a list of property owners who are known to be in the market for paint. We do not believe in sending out cheap mailing features under one-ccnt postage to a large hat of names taken from a telephone book, directory, etc. The SherwinWilliams Co, advocates such a policy not from any theory, but from what we know to be most effective by actual reports from our agents. To demonstrate the real dollar and cent value of these letters, we have some interesting reports from agents-who have used our promoting service. Sherwin-Williams Promoting System affords its agentB an opportunity to land not only the painting , products for residences, but it is of decided help in obtaining the sales of goods to be used on the bigger buildings in the agent'* town, such a* churche*, hospitals, theatres, schools, hotels, etc. ft is on these buildings that great quantities of finishing products are used and, of course, the live merchant will see the advantages of going after the big "game" as well as the small. To help our agents get this business we have pre pared effective folder letterheads printed hi colors and especially designed to interest the owners of each type of building. These letters show attractive illustrations of this class of building finished nidi Sherwin-Williains goods, and sample of the minia ture decorative scheme such as ere prepared by our decorative Department, These letters explain the value of Sherwin-Wil liams goods for big building work--they tell of the completeness of the line, the value of a special product for a special purpose, etc.-*-and they offer our Decorative Service for the type building ip question. For instance, if the letter is going to a hotel, it will be signed by the "HotefSernceDepart ment;" ifit is going to a theatre, "Theatre Service > Department," etc, By so dcipg. w are not trying f \i 0007-SWP-000190900 mpfcaaion, tain people in oar Decorative Department .who are sore or teas specialists!or certain type* ofbuiklinn, no they study and work out color schemes for the builduig* for which they are particularly suited. When a person who has charge of the decorating of g building writes into our Service Department for .suggestions, these are forwarded to the local Sherwin- Wuliame Agent just as any other .decorative opera tion, so he has a direct "hold" on the sale, . Our various Sales Promotion departments are Sanding out letters to bring M other classes of trade to our agents' stores. For instance, they send letters to a huge list of painters aJJ over the country ex plain!ug the advantages of Shcmin-WitLiams products for painters* use. The painters who are interested by fhese. letters naturtdly turn to our agents' stores for their purchases. The same i* true of the letters which go to architects, That The Sherwin-Williams Co. has developed business through sales promoting most effectively is proven by the great number of representative* from other concerns who_ come t$~our Promoting Departments for suggestions and help in their sales promotion work! "Imitation is the atncenest flattery"--but we are not afraid Of being Outdone or even equalled in this work, as thorn 1* not another paint or varnish manufacturer in the world who has the facilities to put into effect our splendid system of sales promotion. Trade Journal Advertising ' We advertise to some extent hi trade journal publications, although not in a blg wa)'. At the pretent time we have contracts running in the fol lowing publications; Australian Coach Builder and Wheefwright, Australian Decorator and Painter, Carriage and Wagon Builder, Electric Railway Journal, Electrical Review and Western Electrician, Electrical World, The Huh, The Monthly Official Sa&way list. Painter and Decorator, Pecietlist of Railroad Officials, Railway Age Gtsetts. Railway Serum, School Board Journal, Spokesman, Vehicle Monthly, Australian Building and ReelEstate, Tbs SWP Magazine , . - This is our main link between The Sherwin-Wil liams Co. and its agents, and see publish this dealer house-organ about seven time* each year. - r s 0007-SWP-000190901 fclaeln . Display and . . , g neb are supplied tin some-of tir ; >, i . 11 < < * further on. Encloaiiig Slips ; ;; ' '; Attractive foldcta ire supplied on our leadinf products such an Max-not, iSear-sot, Rexnar, Fist Tone* SWF, Flooriae, etc. Dealtusshbrnd be eu* couraged to uae them as endueurea with statements . i' - - * Color-Card* '' Fra the average dealer If will ba found that, a tuppfy of 15 color-card# of. each pgctdact.baiiif.toto by b>m ia sufficient to hare ob hand with the excep tion of SWF, Flat-Tooe, Commonwealth Barn Red and a few.snch lines, of whjeh 25 la generally suf ficient . We do not want to tie niggardly or cnrjvagnat with color-cards. Jilt, want to supply enough and will never deny these when they are properly used by a merchant ^> Storing Picture Slides :. We art'in a position to suprily our agents or othef live dealers with very attractive elides to be used in the moving picture theaters las an advertisement tor our House Feints, * Born Faints, Varnishes, Enamels, etc. Separate didst can be supplied for practically any. of our products, and the dealer1* name will be plainly, imprinted oa same. Dealers and agents should be encouraged to take advantage of this service. Crtit of Advertising . v_.r Voa undoubtedly will meet the argument that we spend too much on advertising-. The actual fact fs Hat we do not invest any more in advertising than any live merchant who conducts a retail store. By that I mton that our percentage uf advertuing expenditure to total sales ia no greater than the merchant in the small town who advertises through his local newspaper. Aa our. volume of business bid-ease* if iiqinte natural that"our appropriation lid becCait larger, and thus enable t o to make a ' ihewing 'and teach a larger percentage of Me. 1 '' ' '* ' '' f 0007-SWP-000190902 Good advertising does not make goods cost more. It makes them cost less by reducing the cost of doing business. We are sometimes accused of making c h it prices high on account of our advertising, while the fact is tf we did not doso much advertising and do it so well, our prices would have to be higher. Take ae an illustration a man who is doing a business of 9100.000 a year, and first suppose his espouses are 925,000, which is 25 pa- cent to his sales. He wishes to increase ins business and be decides to advertise. Let us suppose that he decides on an expenditure for this purpose of $7,500 a year. His expenses are then increased to 932,500. By this expenditure let us suppose he is able to increase bis sales to $130,000 and at this rate his expenses, with advertising added, would amount to the same percentage as before, namely, 25%. He has not increased the percentage of- hi* expense and has sold 930.000 more goods, and if his net profit was 5% he Increased his net earnings by 91,500. The amount paid for advertising such a business would bring even larger results. What we want to make plain Is that advertising well done does not increase expenses, but will lower Hum. This is the way we figure in our business, This Company is not going to throw away any money on advertising ii it can help it, , Our advertising has been a great help in building up this large business and it has enabled u* to Increase our output and give ua as low a cost as we can expect with quality maintained. \w. . Advertising Feature* and Forms For a complete detailed list of all. advertising features and forms, kindly refer to following pages, representative's price list.- All features should be ordered by representatives and Sales Promotion Departments by form number. For instance book lets all have B forms, folder have F form*, enclosing slips forma, etc.---examples B-13, K-190, E-55. Suggestion* The Advertising Department welcome* sugges tion*, comments and criticisms at all times aiid wiU be glad to receive same, cither from representatives direct or through Division and District offices, . 0007-SWP-000190903 fbeBe alwayshave Sur - cartful cootfcfafttkti although it if, df cautte, Impossible to cany out all of them /or obvious reasons. Let Ufhear from you anyway. ' ' ' decorative Deportment . " .- We faaintaih a Deewitfiic Department under the direction of btf experienced decorator, for fNr express purpose of offering isuggestidfl*- for the Use Of S>W MMeridlli'Where dealred. This department is not In any seise la competition with the services of artliitnav mat decorators. Its pur pose U to give users of finishing material!* a true ideg of the results that can bestowed through the proper use of 5-W Products, and-nucuumoufthe.Particular materials that aid produce the various effects deafded in any 'scheme of decoration. We are working with a great many architects and Stations for carry!ni out their iJea^and some^welt known members of the pre/edrion always refer to us for our suggestions on ecery tSlfwrtirrtjeb thattbey have. Big problem', contacted With the practical and ixunoime (i nishing of the hotel; hospital, departs ment store and l:ke intcriorelara bandied withthe most thorblighanciindlviduai attention. ' By supplying the tkjsirl n`ht with plans orpenol drawings o' tlic building to'be thtoralal, and by giving all infuriiiatiun ai hand, awl: as.the tqpd of u.ouij used for inlcrior trimming. finish desired fof tame, whether vuiniilieil, -.luiiicd or cnameW, statiog genera! style of furnishing*, aopd used tof floors, whether iniciior is wvll lighted and making note of color proforma', 1/ iUk -Ii U` the case, a com plete color'plan and working sepdficatlons will he ' supplied. If exterior recommendations are disked. then such information as follows should be given: style of building, .kind of material used in construction, covering of, roof, wliether to he finished or pot, wbetbar bidding iswell aturouoded with foliage or not, and the owner's preference for color effect. !fhe..nte k complete in every respect. Not dbly are color sketches sente but specific instructions are furnished for reproducing the effect illustrated, While the materials reqiiired - for the work are designated in a separate schedule. By having the u 0007-SWP-000190904 decorative plan lined up in thia manner there is little possibility of uoaati&fttctocy result* bring produced. Then, too, very few persons con gain an adequate idea of the effect of color or combina tion of colors merely from a verbal description. This important department has built up a magni ficent agency business on Flat-Tone id many quar ters. It has made big decorators out of small con cerns, It has trained pur agents to bid on big contract business and it is in reality the strongest wedge we have for landing tbs BP^k, since a service of mis kind is not attempted by our competitors. We do all this without charge. Problems pertain ing to stencil work, color Work, wall work, woodwork, finishing and wok of all kinds which require expert advice, will be given otsr prompt attention. Our staff of artists and decorators is at your disposal. . In some of our national advertiring we offer to send free one of our Portfolio of Color Plates, con taining color schemes apd suggestions foe the paint ing, staining and enameling of homes, interior and interior, also for the painting of bedrooms, bath rooms, dining-rooms, etc Thin also is enclosed a blank whkh the property owner can fill in with the necessary information that anil enable the artists of our Decorative Department to make up special color schemes for the finishing of walls ana ceding* of such rooms. Thousands of home owners take advantage of the services of our Decorative Depart ment each year, and they are directed to out agents, or to the best prospect in a town where we have no agent, for their purchases. Representatives'ate d!so kept informed of each inquiry, so that they can make use of the inquiries to stimulate our sales. '*_> Request for Color Schemes ' Fill in the free service blank and make rough pencil sketch on reverse side showing ground plan* of the rooms and location of doom and windows. Blueprints are even better than the pencil sketch and will be treated as confidential and returned to the owner with (he color schemes. Free service blanks and blueprints should be addressed to Mr. T, (boss. The Sherwin-Williams Company, Quad Road, Cleveland, Ohio. .. y. 10 0007-SWP-000190905 1 How Decorative Suggestions Ape Handled (fa receipt of the free service blink or blueprints at Cleveland, our artists prepare a separate color suggestion for each room and mount them on heavy paper showing the' ceiling color, moulding. sides, waU and baseboard- The actual Klai-Tonu and Flat- Tone System'Effccts are used to Carry out this work, and all colors are in harmony. Proper stencils and colors for same are also suggested. The set of color Elates are then mailed to our agent and accompanied y a letter of explanation, so that any good, painter can carry but the Scheme and' Secure beautiful results. We then notify the property owner to call at our SgCDt's store for the. color sphemee, . Decorative Department and the Painter The representative should personally meet the best painters in each town and explain to them thS: tag business they can at*tire by makipgpsevf out Decorative Service. You should also give them a practical demonstration of our System Effects. An outfit is provided you for this purpose. Decorative Department and Representatives You Choufd personally spud in ' Requests for dtcoratit>e aigestKm* tor anyriew homes, theatres, churches or Bat dr office buildings that you note being erected in any town you visit, and personally meet and explain the proposition ;to. the owner. The sales respiting from these suggestions are very largs. !' ; ' = - . . -11 0007-SWP-000190906 New and Special Features For Distribution to Agents and Dealers Auto and Buggy Faint BP--Sample folder* . 10 to 15 to adi dais* Bicycle and Motorcycle Enamel {Air-Drying) BL--Suvple Folder. A far to dealer* handling Sru-Brltc deakr. sUp oa Bra*Btlte, 15 to 25 to each - Brighten Up Flnlehee H~K--BritfatatTOp PtnlA Dbpky Unit. CtUtiofcL UpFIslab Booklet. ItQ^^adtikb W-41---Brighten Up Window Trial, Soot ,$o aay agent ordetle^whowOruelt. AvtfyKtbadtwSfa; * Brighten Up Stain T9--Sample Felder, to to is to each dealer* VO--11 xlT Display Card. One to each dealer* W-57--Brightwi Up Stain Cttt-Orrt. Vary^attractive mTlA exncdrc* vea to taevta ordcalemwbp tittyEoodvtocfc 5fBrighten Up Stain. ; Commonwealth Barn Red and Gray BF--Sample Folder. Commonwealth Bam Red. A few to dealer*. CG-46--Sample Folder. Commonwealth Bam Guy. A far to dealen. , BG--Window Hanger, Commonwealth Bam Red, One or two to each dealer. Concrete Fioiabe* CC.4I--Sample Folder. 10 to IS to each dealer. B *11 'Rnrlrwh* Sip. Bartlc Rocrf Cement. 12 0007-SWP-000190907 Gnd; Mirt Seam Filler . CP--FoWcr. A far to wfa dolcr. CffoaptoFata*.,: . '" "" R--Sample F6tder. to to 15 to c4cb dealer. ' Eiuund ' . ... ^Si)npkFWtn lOttlStouclt^ela. Exumetold CE--Sample Folder. 15 to 25 to eacfc dealer. Family Faint E--Sample Folder. 10 to 15 to etek dealer,. I--11 x 17 Diip^ Card* L to cadi dealer* Ftet-Touft -; CG-l#--ilvdd Flat-Tan* ColvOiii 10 to U to tub dealer. .: . . GC*J$--Hat-Tone Sytoen* CofooCvA Ito lftlo*adi dealer* P-1-: nil. ted Faiifj iMuiv*. All ujMiiirfcfeature .atoviog n- Ime tir <ih >:. f>*h w ^ .:iraik<UnSafito "his ctven t :* 1i u+iMfunmi* t -ir:Mp1 ii* Teototm. , F-4--Flat-Tooe Beaver Board or Upton Board Dieplay. Condtte of four pieoea of either boanL IQ .16 fechc*,. fin* fatal attli Ftol-Tunr- Given to Bourrt 01 L*poon Ituaed. Sptttfy, oq totter wUcZ board la miulntf. * " ' w '' ` ;,WMFe` T>r*iaivt FtosTir* .BooJtfet. ' tewdni enii'.dpfp Vn*a* '.lo Oneofily `tq ^god i|r it* ital i nr. .ic'im pdnu 1 .< 1' DE--Deconttve Earn). Evpsajfrc feature. Oiie to each good agent '- Flazoap B-ril--Ftoap BaOBef. Qp*tojpKb ifc^b*n<iUii*Uiw, Mtt--Ifincloila* Blip. 7$ to 101;to each dealer haadtfu Ua* Floor Finishes " H4-DtUy Unit. Modem Method Floor Fioiehca. Celluloid. t-n^lHtlWb lodM. to tolfrtoad. dctlefc II Flwrbc FC FTompte Folder, 10 to IS to etch deafer. - FA--Ftoodnc Staple Panel DiipUy, 1 to each dealer handling Flooriae. W-53--Cat-Out. Very attractive ud IHIo- pagh^j|jjy^One to went* oc dealer* who .cany good Floorwtpe E-311--Eadoring Stp, 100 to 100 to dealer* for mater distribution. Hiodcnft Stain* . HF--Handcraft Stela Sample Folder. S to t& to each dealer. Insecticides ;. ' S-7B*--Part* Green Factoring SUp. For /***** dijfaibutloa, 1QQ to each deafer. B-387--Small General Insecticide Book. For counter dlrtributiou. SO to 75 to each dealer. '' B-4ia-^Tuberloaie TSadoriug Sip* & to 79 tt each dealer R*4ld~-Ai*emitoef LeadEfecfedogSIp. SO to 75 tbeach dealer. -- < Fungi-Bordo Radwii* SUp. * '' F-7lf--Dty Folder*. 50 to 75 to each deafer. laid* FtoorPAlnt T>--Sample Folder. 10 to 19 to eadt dealer. H-JJ--Special Parnd Dfeplay. arfaoare puriting tuT ' . P-2S--Portfolio. Hioeini sae of Tiff**1 derigoa mf lnride Floor Paint. Qae to oealeit ptttidaX the Ides. Can he aeed foe windowdleplay. ` , Linseed Oil ,. B-347--Liuoeed Ideal Booklet. 2 or) toa-dofer, 'rin--*t OH Ffirinalm 'SBpu For *^i^t** ^SaUbr* -tioA. ISO to each dealer. -: OU Stain OS1 Sample Polder* S to 10 to each .dealer. . . Prints Knd VamUbe. for fin Fsnn ' H-HM^UrUtU. CriakM. lt.Kh*nlWi U u Pmatlt . . .; i;-> .1 r-J* flmcM Lntbnr fud Pwtfrilo. UaUtw fwdre J x 4-Inch nM*. Pr HRhltwU emit. BaatmSthttnn. : DonotafdcrumyainnccttSdncthnt it wUlbcic4 F )( Utttg Portfolio Holding twenty 1U it *4jrti * '' Oae.54j.foau pw^g^tfand- VPS--S*naH Staple Fande, 4 x 1$ tachet* on Unroot, Scar-Oot tad Raj*/ Vtrnbbea. Forajchlteeta, pdf**#**;*! .'m--| x taph Mode* W<r>Twfc Wtathr mod Fee otter-aaiMfc*. 1 > Atal* fatal*. WU*j* oefcr panel* fn^^ritHmiiiiT^ FtataGoktadMit . . . f '.= - : IMortiit 1^/ ^adi dMta tttJUeltotad lffo35. PoHftb-ol W-31--Auto Cut-Out. For diipfavliig Poltifc-oil, Bilflcr and Auto Faint and Bf**.Brite padGUpa* Very auntesjw feature. One to cadi agent piwliina One Hart. :- . * , '*.> si:- - - Porch and Dock Faint DD^&aplfi Folder. 5 to tO to ewk dealer* ;' .. --v , > ; -.-j. i - Bm*4nl l h i) Fofnituwgnaenal -. . ' n--Bnmr*! FoMer. tfrta to*** AaBa. .- i . H-tT-.gnH^otm. OdlalMi<'Ch'**cfc4Mta!'. rt . . .......... . cwnwiww. uni*> *>fh iwirt. iJSMtiifif; CHflmdt ttdSndd titoilM'Hdi { K-4Sl--Cutda*ol-BUch>[a('SII* t(tt*24n*hdulcr. " ttam^ Bndndgt3UB,Utt>ttWnbb<Mtr. , - H i- : $ 'i .:. Oulck-IhrytnaColoTM fl^^-Suple Polder. On* to efc* dAfW 4f ` ' bqfln, <S* pod*-. IB to : -f - r -f-0 ^ '` |bal n| BcM|* Hht , ` XB--Sample Polder. SU 18,to to*limine. Scream Enamel 80-- 17 M*ifcr*ftl. f M 0007-SWP-000190910 Special Greens 'f.r'Vi T-tiate nito Hue dm Cm. imiutt la mul QMn^ktea hrn salt* ofpod* am aa4a. - >-\ French Ctowit Croon. CtdokiL' 1 to each denier* " . ' ..., - -f ' ' CC-M--9^ple FaldcrVer(k)itt.y Wto IS toaKh<Jc*ier- I istalm ` ' " 1' r . i. . fX iflfclnata Stub tompk* Kmti Fall. Hfce tf-ealoc* Is pmrtwd eeitoaa*, To agwt*i|tddiit foB Fne of ataln. : flX-1 1 Short Set of twdve 5Mna3a gtohvaaatft* oa wood Is pasteboard carton, not me u m ttmtoit uni. . G(%3A--Suople Ftildtr. Showinh /nil Hm* ^ingt^ os wooden sample** ID to ad dale*. - B-S*--SSJmle Stain Booklet. l*tol3 tondtdeakr. - . : B-W_4t*l7 5WailBEtolnDKl*/Ci OptotodaW. pttnlllg line P4n-76ldtt. CiAolIihd Sblstla SSla. 10 to 25 to each dealer* i- Stendl Materials ' 'r B-341--Stencil C*lV>j. 5 to 15 to a deeler. SWP ... , ... . 5. ,, ... . ... C--Sample Folder. 15 to 50 to each SWF agent, with bnemea* cord printed on first page. C-l--Short C contatting3* cdoaC OwaMmanisiK CO--Short.C iwteWnt 18 osNt fiwtbiqtPBtMCe C t 'OpncWC to14ffdertp*|beh Sun* reconr C, but with color* ananged \n numerical order, l to e2i uest. On so account can tbcee be give* to egeate for covoter dhtribatfcm. ... F-fitcm Att eoniivt feataia vU^ du&fiB vilUr no didoSuat be afreu or dKM mere there 1* no ptopec pttoctordinpt*?* Kot gl-rea to egtofHring C-> of eff F--Paddle*. Furnished to agento who here* goodFalgo. . tbe padcOm of which afthabb7 .o<r marto&. . , . OG-CdfebU Coated Slf7rCtJd. FoU line of oatae. To belira only to agent* who do not get F. CC-1--QCnkdrf Coated Show C*nL Containing aae catena* CM* ltoe*chdealerha*flUftyrth*ftaf%$liini` : , CC-3--CdltdoU Coated Show OartL..' Co o MpIu . aune t^nmC^L- ' '............ * r " ' G--Packet of To be cent to more quanutk* or to punter* oo p> prove! of manager* only. W-OT--Window Trim on lt*i 4; Cock. A venf .attractive * " tend defer*who ~ iJvca to ^ Tailte i.' TX--Dm3Jo U.Fo 14. 'ia*,SaDiMa H [I Varnish . ,tti Tnji.5ri|in StSMof *nd Raxwr Folder. 45 to 59 t ,' ..... ..#4^Uwt DfcpUy. X lew own* btttwk. SWilJ be riven to. Aaal*ehnndUn*'ft. fuBdent ttock of MT:o ^ ... . i, . W*S!3H*hMtowTiittYhMiMi*- lftiwatimetlvehaaief ottMar-not,Senf-ot*ad Reaper. Should be riven to aocoto handling these thvee lltefe j .. . CflWXrt.. ibagiefre dkpfcy. Gh*a to Mfoitiwhoajtnperttttig oMdr Blue Ol'der'BJw pies. Wagoa and Implomonf Ptttot ,.. , WP--Sample Fol4v id io 15 to each dealer* ' ' WflH-rll x 17 Dtapjey Card. I loeach dealer. ' . W#U Finishes . 00*31--Eele*. Hot Wat$r Klilsppihw Cotof*Car 15 tPi^w to QO|ltO* * OC-33--Decotint- Sanitary Wall Haiah Goto^OanL GC-33--PniMstP.. Omi Cold ;Wnte Paint Color' Card. JO to Jtrto a de*lcrr . ... . F'W.S'WFaetety Condi* Folder. iQ to lit* * dealer* P-W iBmlfat Dhpkr Bnge. J to a dealer* White I^tODP) > M).1 rwldi SUp; ISO to 300 to dtofcn for oonster qiccs4 ai)4 SpdAj ftftililT TTrifiTIijtnirerfct ftwr. GGffaanmtoaii hi . .._ ootav TubegifeaautaoJrnhmehrywill hauted*ini)un- Stfce of 10 to z5 u art tarot. imprinted, ^ss^.'rsiiffsrsusr^ **** ^-7-rS^FlridStol3*5|t>tawoodtofW*' Two euy-to febod amenta who w{H juet them, to ptwuhisn* potfttona* Lettered trithagEflt'a taut. . 'H*97-*CapJete Handbook faowtna 'boo dami t&d tdatemritdai',. t to each t|e - - ' B-57-4?--1917 Supplement to B-57, I to each agent. Painting pad Deco- --tiisidopemUai*. ' Book. - infovmitfe* Geonl Matlai. -BaduAIINMipdoStotoMliaL Quo to each went for reference. Not forjueol dlHdhvtha. CF^TwNttoffafar&ddfe,IttWikAi. ' ff 0007-SWP-000190912 General and Special--Continued C3-4&od 5--Street Car Card*. Furnished free to Marti urhouae street ear space, Imprinted withagent'aname. These cards can also be furnished to agents as window cards. One set to each agent who will use them. DB--Dealer's Reference Book. An expensive feature. One to each agent not already supplied whose account war* rents this expense. t-St-'-Enciiviftz AHft on SWF, CG--Set of 50 Business Card* for Painters using SWP or swv. ID--Electric Illuminated Flash Display. Day and uisht sign. Expensive, Furnished to good agents only, Do not ptoraise one of these feature* unless you first take it up with your Sake Promoting Manager. MM-2--Oilcloth Awning Sign. MM*3--Enameled Iron Agency Sign. An expendme feature. Sent to each agent not already supplied. The enameled sign should last the agent five years at but. and tu? other will be given during that period. MI* ~ - ' j *' "this Bofldba Finished with * *- I. * dealers' and painters' use v , - t j> _ '.are used. Space for name and address provided. S-6?f--Brighten Up Tags. 25 to IOfi to dealen who will lie them A good feature for County fain, etc. S-844--Cotor-Card Rack. 1 to live agents, V--Dealen* Price List- Used among present arid pro spective customers as a memorandum of the Company's products and pike*. Hew agents receive them with acknowl edgment of order from the office. Old agents get them only when representative*order them sent, U-i--Confidential Net Price List sent with U. W-ifl--Little Faint Mao end File of Cans. Window Trim. A few still In stock. Very aUretrivetrim. Send one to good agents. . W-M--Window Trim oo Old Dutch Enamel. Attractive - feature. Out to live agents or dealen who will use it. W-5d-- Brfghtas Up Three.Piece Pictorial Window Trim. One to live agents or dealers- W-51--Oei-Sbett Foster on S-W Faint* and Varnishes. 2 nr 5 to an agent. WC-1--Brighten Up Stickers. 25 to WO to dealen who will use them. GC-II--Mine. Mill and Factory Colon, Sample Card. Ho display dgna should be promised until you have thor oughly satisfied yoarwK that the situation warrants it and the agent la ealhudsatio In their u r , otherwise they will pot be properly u**L Manufattureia Sales Dtpartaunt The following Item* are for special work and should be - wijiplfed only when there a coed prospect for business. Tim, mo >t fox dutrlhatlon to dealer* except where goods nt* wirl.H. AM--Saofle Folder. A, 1. P. Varelah Colors. Manufacturers Sales Department--Continued AH--Sample Folder. Non-CcnodiWe Add - Resisting Faint, AS--Sample Folder. Axidoa. B-23--Finishing Specialties Booklet fat Engine and Ma chinery Builders. Sent only on approval of manager. B-47--Ajax Insulating Varnish Catalog. B-269--Booklet on Old Dutch Enamel. B-31B--Automobile Manufacturing Specification Booklet. CC-Il--Rough Building Paint Color-Card. CC-17--`Handcraft System Color-Card. CC-24--Golden Oak Stain Color-Card. CG-37--Baking Enamel Color-Card, CC-41^--Free-Flowing Color Varnish Color-Card. B-37--Metal Protective Paint Booklet. B-425--Enclosing Slip on Petcilold. GR--Sample Folder. Galvanized Iron Primer. KF--Sample Folder. Keg Faint. LG--Sample Folder. Lustral Colon. MB--Sample Folder. Machine Paint. OM--Sample Folder. Oil-Proof Machine Paint. S-795--Large Set of Flexible Celluloid Samples. S-Wl--Small Set of 35 Flexible Celluloid Samples. OF--Color-Card Quick-Drying Japan Colors. Marino 0020--Sample Folder. Corinthian Green. B-329--Sampie Booklet. Marine Paint for Pleasure Craft B-W--Sample Booklet. Marine Paint for Merchant Vessels. Railway and Street Railway B-311--Railway Paint Specifications, COM--Semaphore and Target Paint Color-Cord. CC-62--Sample Folder. Railway Old Dutch EnanuL RD--iDepot Paint Booklet. RH--Sample Folder. Perfect Method Freight Car Painty SC--Street Railway Catalog. * RC--Railway Catalog. F-676--U. S. Standard Mail Car Colors^ Sample Card. B-4SS--visual Red Color-Card. E-433--Visual Red Enclosing Slip. B-298^*Effident and Economical Car Finishing. F190 Lid 441 19 0007-SWP-000190914