Document MJvY5k7Yv6mXd8zjBDX51gkv7

TH F I) l PO N T M A GAZI N F. "Putting Across" a New Line Easily Explosives dealer lakes advantage of du Pont prestige to sell du Pmit paints and varnishes I' in Jefferson County, New York, By C. H. STOW FIT. the same aggressive |>olicy was follow<sl U u short distance from tin1 shores of Salp* Representative. Paint Flepartment Ijke Ontario, is the thriving city E. 1. du Pont d* NVmour* 4: Co., Inc. of Watertown, a city of ,`JO.tMM) (xipulation. with the result that the new branch of the business has made a very satidactors growth. Indeed, the company has alread\ ami one that impresses the visitor especially heeause of its gone far toward making its name as well kpown in the paint wide streets, up-to-date stores, fine public buildings and and varnish field as it is known in the hardware field. substantial residence*. .There is every outward evidence that One glance at the modem store window is enough to show Watertown is progressive and pros|>erous and that its business that this concern is well equipped for w indow displays. Even men are "live wires" who keep well abreast with modern the most casual observer will note that the du Pont trade merchandising methods and put them into daily practice. mark of the Paint Department is the most striking feature of the window. The company has proved tliat full and constant use of its window display space helps to sell goods, and that the well-known du Pont oval inspires the confidence of buyers. The forceful window displays of the Conde Hardware Company are productive, but they are not the only means employed to promote business. The officials of the company are firm liclievers in newspaper advertising. Periodically throughout the entire spring painting season display adver tising got across the message of du Pont paints and varnishes to the newspaper readers of Watertown and vicinity with good results. Direct mail advertising is also an important factor in the sales promotion activities of this house. Building permits are followed up closely, and prospective paint and varnish buyers generally are Inmibarded with mailing pieces. The telephone is also brought into play, and wherever possible, business is solicited by the personal interview method. Continued on page 1- The du Pont label is made prominent in window displays. For the most part, the merchants are well established. Most of them have grown up with the community and have so fully won the confidence of the people they serve that outside trade competition is a negligible factor in their business. They carry ample stocks of dependable merchandise, which they sell in good volume, and they make a point of giving their customers good store service. Naturally they have prospered. Such a concern is the W. W. Conde Hardware Company. For forty-three years it has conducted a wholesale and retail business at 29 Public Square. Watertown. That fact alone is sufficient to indicate the standing of this house which in a few years w ill round out a full half century of merchandising service. It has always been the policy of this company to carry high-grade merchandise and to push it. We are in |x>sition to know this, heeause the Conde Hardware Company has been a valued explosives customer of the du Pont Company for more than twenty years. Early this year the Conde Hardware Company decided to branch out into the paint and varnish field. The executives believed that the addition of a quality line of paints and varnishes would open the wav to a profitable expansion of their business. Long and satisfactory experience in handling du Pont explosives was a factor in influencing their selection of the du Pont paint and varnish line. It was lielieved tliat the trade would show the same preference for paints and varnishes made by the du Pont Company as had been shown for du Pont explosives. And that has proved to be the case. On receipt of the first paint order amounting to three car loads, the company immediately began its selling effort. A full-page announcement was inserted in the local paper, calling attention graphically to the carload quantities received as the accompanying illustration shows. Throughout the year 6 W. W. Conde Hardware Co. -ANNOUNCE THE OPENING OF- A Complete Paint Dept A M Ptew Stock of DuPont Puts ad Virmkti (or Every Pvrpo A Three Carload Shipment Just Received Car No. I DUPONT FIAT AL1 Nt>T ANTOm METAL PA/VT run a n d oaat p a in t mu c h a n d ooporn PAINT tAJLN a n d loop f a in t asstoc cum tNSD* FLAT Car No. ID WHITE LEAD IN OtL DCY WHITE LEAD OftY |X> LEAD TRADE WHITE UTHARGE W* An VMmIi tar D+mt* Fata* md Vwwtkm tar Northern fta V-fc This announcement occupied afuU page in the nnrspaprr. t i DUP 000314