Document RjvYyJyXk1v3BrBM9d9EeBgkX

August 1?, 1951 An Important Message To Sherwin-Williams Representatives and Managers -- 19^1 NATIONAL ADVERTISING, STRONGLY ENDORSED BY NATION-WIDE DEALER SURVEY, CONTINUES THROUGH FALL MONTHS COLORFUL NATIONAL ADVERTISING will continue to tell and sell Sherwin-Williams products through the fall months to Consumers everywhere1 There's no let-upl A NATION-WIDE SURVEY among SherwinWilliams Dealers and Branch Stores this spring showed that our national advertising has really clicked with the trade everywhere. Not for years have we had such enthusiastic endorsement of our program -- both the ads themselves and the media -- magazines and Sunday newspaper color supplements -- that we are using. EXCELLENT POTENTIAL SALES INCREASES are in every town and city. You are out to get a richer slice of those paint sales! Through sales manship, of course. The Fall national advertising is salesmanship in printl To pay off, it must be teamed up with your own "high-octane" salesmanship. ADVANCE PROOFS of several ads in the Fall 19^1 series are attached. The Style Guide ads were specifically designed to follow through on the assignment of letting more and more people know they can get home decorating ideas the easy way -- that's the Style Guide and Style Guide Companion way! THE SUPER KEM-TONB, KEM-TQNE, KEMGIO ADVERTISEMENTS (proofs also attached) continue with the colorful format which achieved readership and sales records for the Spring and Summer adver tising. 0007-SWP--040279 N29210 2- - PLEASE READ the attached proofs so you are familiar with the messages going into your region and your territories. DON'T LET THE DESIGNATION "NATIONAL ADVERTISING" CATCH. YOU OFF BASE.' It is called national advertising because it appears in pub lications and newspapers which have wide circu lation. SO FAR AS YOU ARE CONCERNED IT IS LOCAL ADVERTISING because it goes into thousands and thousands of homes in your selling area. It is making pre-selling calls at hones and business establishments -- yes, at many more of them than you could possibly reach if you did noting but push doorbells. THIS ADVERTISING WORKS FOR YOU PERSONALLY -- just as though you hired a platoon of assistants to go out and make introductory calls for you. And that's the way it works for your Dealers, too. HERE'S WHAT YPU CAN DO ABOUT IT.' 1. You can read.this letter, look over the schedule and proofs and say to yourself "Great Stuff" -- then "file" the whole works. If you do this, YOU, YOUR DEALERS and THE COMPANY will get only partial results from the investment of several hundred thousand dollars. 2. Or -- you can INCREASE YOUR SALES by (A) Inserting the printed advertising schedule in your price list book and refer to it on every call. 0007-SWP-040280 0007-SWP-000123669 -3- (B) Garry the ad proofs with you and SKCW THEM to your dealers. (C) Explain to dealers how this adver tising is -working in their communities for them. Explain how important it is (in terms of their cash-register) that they know when the advertising is appearing. Display the products in the window and in the store. Use the banners and the display cards furnished. tie In with newspaper ads and radio spots. Branch t&nagers should buy a copy of the magazines as they come out and place them in the window with an "As Advertised In" card. AKD T7HAT IS VERY IMPORTANT, for the Dealer's sales staff to know the major facts about the products1 . When the customer comes in he should.be given product information. . And that is where the Style Guide and Companion help serve the customer properly and COMPLETE THE SALE! FOR YODR OWN POCKETBOOK'S SAKE, make this advertising pay off for you by using it as a sales tooll C. F. TOLL 0007-SWP--040281 0007-SWP-000123670 0007-SW P-040282 T 0007-SWP-000123671 0007-SW P-040283 Luxury in Green and costs so little Thrilling new colors . . so beautiful, . so washable Rich, restful walls painted quickly and so easily . . , wj|h SUPER Ke m-To n B Pinehimi Green. Woodwork to match in Pampas Crecn Ke m-Cl o , the miracle 1 usire enamel. Fireplace and window frames done in Ke m-Gl o StayWhile to dramatize the deep green. And--the whole effect enhanced by an ofT-whiie ceiling containing the merest touch of Pinehurst Green . . . Su p e r Ke w -T0NE, of course. Your friendly paint dealer can help you create equally inviting color schemes ior your home. Su p e r Ke m-To n e offers high-fashion deep tones, lovely pastels and gorgeous "in-between" shades to go perfectly with your furnishings. This new washable wall paint comes ready to use . . . you just stir and apply. !i goes on smoothly . . . with brush or Rcller-Koater . . . over previously painted walls, over wallpaper, plaster end wood. Ask about it today. See how easily, how inexpensively, you can create new beauty in your home with Su p e r Ko n To .v e . g u a r a n t e e d WASHABLE After ll is thoroughly dried, testa prove SUPER KEW-TONE will wirhttand repealed washings with usual household point cleaners without im pairing its becuty. KEM-GLO. Isales end Washes Uhe lokad Enamel1'* room wefts, ell Interior woodwork--lor le'erier and *U.lr fv.oilt.ia. Oaai on Ilka megir, 1 cool cavers Mott surfaces, ttrlaa In 3 hews. Wojses as eatll? os tout nrlrlge.olor. l*n belling wola- vaen'l harm KfM-GlC'. f-Ai.S. Oargaovt colo/t. >13? 23' >7?a r * Quoat * o miq * This advertisement No. SKT-5I07 appears in Ufa. September 17; American Homo. Country Gentleman, September; The Saturday Evening Post, October 6: Better Homes it Gardena, Good Housekeeping, Successful Farming and Sunset, October; Living, Progressive Parmer. November: and 61 Sunday Newspaper Rotogravure Msgacmes. including Parade. September 25, 1951. 0007-SWP-000123672 0007-SW P-040284 Glorious sunshine comes indoors AT LEADING PAINT, HARDWARE, LUMBER AND DEPARTMENT STORES EVERYWHERE Completely New Washable Wall Paint! Bring liglitheaited a-utiiiiinc imloors . . . with SUPER Kfc>l-To>e Sunbeam Yellow on your wall*. For contrail, the wood paneling above the serving tabic is a warm gray, mixed easily by adding a little Pineburst Green and Spanish Brown Sl'PER Ke m-To n E to the yellow. Shasta White with a dash of Sunbeam for the ceiling. Su p e r Ke m-Tc n e inspires many other color schemes just as heartwarming and beautiful . . . lovely pastels, high-fashion deep tones and gorgeous ''in-between" shades to go perfectly with your furnishings. This new washable sail paint comes ready to use . . . you just stir and apply. It goes on smoothly, with brush or Rolkr-Koaier, over previously painted walls, over wallpaper, plaster and wood. Ask about it today. See how easily, iiow inexpensively, you can create n*w beauty in your home with Su p e r Ke ii-To n e. GUARANTEED WASHABLE After It it thoroughly dried, test* prove SUPER KEM-TONE will withstood repeated wattling* with usual household paint cleaners without im- KEMGLO Leak* and W*tht Ilk* ak*d tnamal Mired* luilre nomt ter ki'Chea Or*4 bolh- ifli*rir on Verier Ivrmivrt, Cmi on tit* magic. 1 <aa> <e* mod tvrfooj, 0>l> In 3 noun. Woti*i o> eovlly *i yeur relrigreler.{veft boiling vsbrwn'1 harm XfM-GIO'i ftnhb. 0-9*ov. cel*r>. *is *? *7? rwr * q u a*t * o auon Thi* dvrtii*mnt No. SX . -5108 appears in Th Saturday Evening Port, September 8; Life, October 39; Living, Progressive Farmar, October; American Homo, Batter Home* 2c Gardens, Country Gentleman. Gocd Housekeeping. Successful Farming and Sunset. November: and 61 Sunday Newspaper Rotogravure Magazines, including Parade. October 21, 1951. 0007-SWP-000123673 Look before you decorate! See Ihe big, new SHERWIN-WILLIAMS paint and color Just imagine the pleasure of decorating when you know your choice of colors is right. The Style Guide shows you, in giant-size, full-color photo graphs of real rooms, how to use color like an expert. It's like taking a tour of more than a hundred beautifully decorated homes . . . shows you what you can do in your home. Here are authentic answers to the questions every homemaker has about decorating: "What colors shall [ use?" "What will go best with my rugs and furniture?" "How can we make our home look attractive without spending more than we can afford?" FREE LENDING SERVICE See the Style Guide ... or borrow it .. . at your Shennn-WiUiams Dealer. You'll find his name under "Paint" in your Classified Telephone. Directory. YOURS TO BORROW FREE! Here'5 the answer t "Wlrtt Ur gri with wHat?" ty the Sherwin-Willrams Slodir GORGEOUS lAitlSVa" FACES 143 rUU-COLOR PICTURES COIOR SCHEMES CALCRE All TYPES Of ROOMS Actual sire, opened, 37 inches ^ 4 * and see the new Style Guide Companion The Style Guide Companion shows you 139 new colors from which to choose. It makes color selection easier lhan you could ever imagine. Rig pages of color with ingenious "windows" show tour decorator-approved ac cent colors for each basic color ... authen tic color schemes for your home. Ask to see this entirely new and different color selector. Sh e r... AT THE DEALER WHO SELLS ISSl. TJ> Shrwi->.Willifcn.. &j. Cl'U*4. <W w in -Wil l ia ms Pa in t s SHCtWlW-W(IMAMS ANO ITS ALLIED COMPANIES MAO THE WORLD IN PAINT RESCAftCM This advertisement No. SW-5113 appears in Successful Farming, September, Sunset, November, 19SI 0007-SW P-040285 0007-SWP-000123674 i 1 GET YOUR COLOR QUESTIONS ANSWERED in the big, new ShiER WIN- WlLUAMS paint and color STYLE GUIDE Women are really "raving" over the new SherwinWilliams Style Guide. They are finding in these giant-size, full-color photographs of actual rooms, the answers to hundreds of questions such as: "What wall colors go beat with my carpet or sofa?" "How can I get correct color harmony without buying a lot of new furnishings?" 'Phis marvelous book makes home decorating easy -- it's such fun to use. See the Style Guide . . . borrow it ... at your Sherwin-Williams Dealer. Find his name under "Paint" in your Classified Telephone Directory. ,.. and see the new Style Guide Companion The Style Guide Companion shows you 139 new colors from which to choose. It makes color selection easier than you could ever imagine. Big pages of color with ingenious "windows'* show four decoratorapproved accent colors for each basic color . . . authentic cokr schemes for your home. ... at the dealer who sells Sh e r w in -Wil l ia ms Pa in t s This advertisement No. SW-Siu appears In Better Homes c Gardens. September: Am-ricor Home, Woman's Gay, October; Country Gentleman and Living. November. 1951 ,-fe i jj. I |I O O O V -S W P '0 4 0 2 8 6 0007-SWP-000123675 GET VO UK < Ol.iM! QUESTIONS ANSWERED in the big, new Sh ERW/IN-WiLUAMS paint and color Women are reatly "raving" over the new Sherwin-Williams Style GuideThey are finding in these giant-size, full-color photographs of actual rooms, the answers to hundreds of questions. This marvelous book makes home decorating easy--it's such fun to use. See the Style Guide . .. borrow it... at your Sherwin-Williams Dealer. Find his name under "Paint" in your Classified Telephone Directory. . . . and see the new Style Guide Companion The Style Guide Companion shows you 139 new colors from which to choose. It makes color selec tion easier than you could ever imagine. Big pages of color with ingenious "windows" show four decorator-approved accent colors for each basic color . . . authentic color schemes for your home. tm. tv. e... sfe-ifct ~i? W'-.-sc- . - at the dealer who salts SHERWIN ! 0007--SWP-040287 0007-SWP-000123676 0007-S W P -040288 i |j! Look before you decorate! See lie tig, mv SHERWIN-WiIUAMS paint and tolar STYLE GUIDE I ill ii Acleol i'i*, opn*d. 37 indm Just imayinn the pleasure of decorating when you know your choice of colors is right. The Style Guide shows you, in giant-she. fuil-cclor photographs of real room3, how to use color like an expert. It's like taking a tour of more than a hundred beautifully decorated homes . . . shows you what you can do in your home. See the Style Guide ... or borrow it ... at yuur Sherwin-Williams Dealer. You'll find his name under "I'uinl." in yaur Classified Telephone Directory. . . . and ite the new Style Guide Companion Tile Style GuideCompaniuii shows you 139 new colors front which to choose. It makes color selection easier than you could ever imagine. Rig pages of color with ingenious "windows" show four decoratorapproved accent colors for each :! basic color . . . authentic color schemes for your home. 0CSj i=*ajp=pa gJ3=a p=SKi jcsMaaa SIVP -i=r* . . . at the doalor who tolls 'ITT l Sh e r w in -Wil l ia ms Pa in t s Tbii clvertiaem.ruNo. SW-SU2 appears in Living. 9*pt.-nb*r; Country Ootlemn, Hou>. hold, October; Airrin Mom*, Komwli Gardi*. Successful Farming nd Woman'* Z>ay, November, 1951 0007-SWP-000123677