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Dutch Bctf Paint 11 70 Published by NATIONAL LEAD COMPANY U* Pur^i-, Ntw York 6, N. Y. IMS**** it pays to A. C. Nielsen Company, one ol the country's leading research organizations, recently proved through a national survey that it certainly pays to display; in fact, that it costs you not to display! It is a well-known fact that proper display of nationally ads ertised merchandise increases the dealers sales. This has been tested hundreds of times. The most important aspect of this survey was. "What is the over-all sales effect of some stores displaying, the others not displaying, particular brand promotions?*' The answer found was that sales in the stores properly dis playing a typical, nationally advertised brand increased 41*. This is all right as far as it goes, but what is not generally realized is the fact that other stores not display ing this particular brand . . . or perhaps not displaying it as effectively . . . actually lose business! Sales in the non-displav stores went down 24on the particular brand featured in the display stores. In other words, the display stores divert business from the non-display stores. The dealer who doesn't tie in with national advertising campaigns risks actual loss in sales--or stands to gain through the use of good display! In view of the' facts, take a look at vour own store. Start with your store windows. Are they colorful and interesting enough to stop a prospective customer walking down the street? Your windows are vital to vour business. They arc your first con tact with the customer--vour first opportunity to sell. That's why each month in this publication you will find an illustration for good window display . . . windows specially designed to stop the customer and invite him inside your store. Many dealers think that display is just intended for windows. They forget that their whole store interior is seen daily bv customers and that the store interior. display! .throughout your store Elder's Feature Dutch Boy's Paint Shawn on this pase i.s tho beauti ful home of Mr. Thomas G. Smith at 1700 South Carson it. completely repainted with Dutch Boy's famous blended House Paint by the Happy Lane Painting Co. It took over 100 gallons of this famous paint for this job, after the surface was com pletely sanded and cleaned down to the hare wood ready to receive the undercoat ot Dutch Boy's Frimer- Undercoater, made especially to go next to the wood, to seal the wood against moisture penetration,- and the penetration' of the oil in the finish coat. The undercoat is made especially to go next to the wood, and the finish coat of Dutch-Boy Bright White is made to go next to the weather. Both coats are manufac "DUTCH BOY'S" FAMOUS BLENDED HOUSE PAINT USED HERE ~Hopt tured completely different to do a| complete paint job that will wenri tlonger, look better, and stay whiter .than any painting system ever de-! vised by man using three coats of1 When Mr. and Mrs. Thomas G. Smith had their beautiful home at 1700 South Carson St. repainted they just naturally selected "Dutch Boy's" famous blended paint as sold here by the Elder Paint and Wall Paper Company. More than 100 gallons of paint were required for the job. The surface was completely sanded and cleaned down to the bare wood for a coat of "Dutch Boy's" primer-undercoater top grade conventional house paint and then finished with "Dutch Boy" Bright White. The effect was very striking and satisfactory. finish coat. This system' of painting goes on brilliant white and stays white, thruout the life of the job. Because! of the gradual chalking after the! first summer's sun, it washes its J "DUTCH BOY" DEALERS MAKE NEWS face everytlme It rains, by washing: off this slight chalking and the dirt ; Two alert "Dutch Boy" dealers have succeeded in getting some very valuable free publicity for and dust that settles on it. between : rains. , The reason Elder's chose this1 famous line of Dutch Boy Paints is ; their businesses and "Dutch Bov" Paint. The article and photo at the top of the page appeared in the building section of the Tulsa Daily World, providing Elder Paint and Wallpaper Company of that city a big promotional boost. And the article at the bottom, appearing in the St. Louis Post- because they have been the choice ; of the better painters of this coun- j try for over ICO years, raid they are Dispatch, undoubtedly sent a good many new customers into Mrs. Butler's paint store, the Brentwood Paint and Wallpaper still using a very large percentage of carbonate of white lead to make their house paint, and the folks at She Mims Paint Store. This is a good advertising tip to all "Dutch Boy" dealers. Elder's are a little old fashioned maybe, because they know white lead has been good paint for 2000 years, and think it will be good eiIn Frilly White Blouse Your local newspaper which carries your regular paid adver tisements is, on the whole, happy to run good news features provided by you. However, it is up to you to do something paint for a long time to come. newsworthy and then bring it to the paper's attention. All of So they urge friends and cus tomers to use outside house paint containing large percentages of this ' road is jfamous Carbonate of While. Lead, courage. at 883T Wa22- tribute to Manchesler a Ionian's whether they buy from Elder's or not. Eiders have the full line of this Mrs. Butler s(ore. has invadedhwh? e^aUs the famous Dutch Boy paints for both regarded as a mtn j1 ,s usually Inside and outside, and welcome J operating a stmJPtovince by you have uumerous opportunities for news stories--outstanding painting projects in the community, opening of a new store or alterations to your present store, anniversaries, your participa tion in community projects such as "Clean Up, Paint Up, Fix Up" drives and many other possible occasions. Make sure your local newspaper gets a story that concerns your .store! inquiries on it. I'J*1 paints. Whar "Jat. specializes done it witfmm -she W perience. When Vly prev*ous ex- store ih 1040n Jhe P ebed her never been Mr5* Sutler had TULSA DAILY had no experienn|meSS before an* WORLD bec2mehan^ert lnyhar*,She has now specializes Lh.er fie!d. She of Paint to the exa Quested by a nn*t*~*-sh*d* re- i sample of' draner^0?'6^ .From virtually anything' ihols'w.v or ST. LOUIS POST DISPATCH f required. eeFU,?*rmre' -she H'iil guaran (Paint. she^hefTesls iTtyeiiXnfngg tUhle hy Painting a scran J} frmul,, I allowing it to rtrv f wood *ntl I make sure that tthteeJn"V- SonS3err `( [slightest variation in colorlhe And. cai( come throughVwhoi 'T' she *? and teiine PpmaiMnts, v<vilhou?everra.inbo' uHot oonn hheerr c-lloathtehs.erVf a di0P j' blouse is / green, or the day. still White ' rfr!, w-,ite purple, at 'the end rn; 0007-SWP-000157898 PRACTICE WHAT YOU PREACH! I Sam Britton, manager of the Faconomy Paint Supply Company in Leominster, Mass., has proved once and for all that he has com plete confidence in the products he is selling. At the same time, be is showing these products off to good advantage--letting them advertise themselves. Mr. Britton gave his store front a gleaming coal of blue and yellow--with "Dutch Boy*' Sash and Trim Colors, of course. "Dutch Boy" wet paint signs were placed prominently around the freshly painted front, plus a large sign which made the announcement: "Th e Be s t Is No s e To o Go o d Fo k Us --Th a t is w h y w e a h e u s in g 'Du t c h Bo y T' Quoting Mr, Britton, "You can't miss our store because it has the brightest store front in town!" Mr, Brittons customers won't miss the fact either that if the dealer himself selects "Dutch Boy" for bis own store front, it must lie the best buy! i I 1 I I HAVE YOU ORDERED YOUR ROLL-O-MATIC DUPLICATOR? Automatically prints your store name, address, phone number and advertising message on wrapping paper as the paper is pulled from the roll. Now, for only a few pennies per thou sand impressions, you can advertise your store on every package. PRACTICAL STURDY AUTOMATIC The cooperative cost to you for the Roll-OMatic Duplicator, complete with special mat and bottle of ink, is only $14.75. "Dutch Boy" pays the rest. Ask your "Dutch Boy" salesman to give you an order blank next time he visits your store--don't miss this exceptional "business promoter"! IT PAYS TO DISPLAY! . . . THROUGHOUT YOUR STORE being closer to the actual point of purchase, is just as important as their windows. Look over the interior of your store. First of all, if it lias a neat and orderly appearance, you are one step along the way toward your goal. Now what about display? One item that is often not thought of as display material is the merchandise itself. It is wise to get just as much of your stock out into your store as possible to take advantage of its natural display value, particularly "Dutch Boy" Paints in their attractive blue and white con tainers. The very colorful "Dutch Boy" display units sent you each year have been especially designed to do a double job--create sales in your store windows and inside your store. Take the large center unit of this years popular display--it is ideal as a standing floor display piece any where in your store. This year there is a special floor display for "Sparkling White Enamel," plus a three-dimensional window display for the same product. One up-state New York dealer reports that after making use of these two dis plays--in his window and inside his store--his sales of "Sparkling White Enamel" jumped 75%! Tieing in a large inside display of the particular product featured in vour window is a sure sales-getter. For instance, if you are featur ing Wonsover in your window, build your central inside display around Wonsover, too. What about last years displays? Many dealers keep dis play pieces for several years. For example, the Midwest Paint Company of Green Bay, Wisconsin, find that "Dutch Bov" displays can be used over again many times in dif ferent ways. In the photo at the bottom of the first page, you can see some old display material doing service on top of well-stocked "Dutch Boy" shelves, together with the "Dutch Boy" electric sign. In the upper photo, the Hausmann Paint Company of Joliet, Illinois, have perched the standing "Dutch Boy" figure from 1950 on top of an attrac tive floor display. This floor "merchandizer" is an especially good one. Various "Dutch Boy" products are displayed and color cards conveniently placed so the customer can look at them while he waits to make his purchase. Remember, merchandise attractively displayed sells itself --especially nationally advertised brands such as "Dutch Boy." Watch your sales jump when you start to use your windows and your whole store interior to their maximum display possibilities! 0007-SWP-000157897 NOW IS THE TIME TO ORDER YOUR The all-new `"Dutch Boy" Calendar for T; t952 @ctfMdein4,1952 is a sure-fire salesman for your busi ness. It is designed to do just the thing a calendar must do to be worth your interest national publications. The low cost of the or your investment--take its place in the calendars, only $14.25 per hundred, could homes of your customers or potential cus only be obtained on a cooperative basis. tomers. It is so beautiful, with its monthly At Christmas you will have an ideal greet photographs in full color, that everyone ing for your customers and friends -- the will want to hang it up immediately. The finest calendar you have ever had to pre brilliant photographs are all the work of sent--a calendar they will appreciate hav Ivan Dmitri, noted photographer, whose ing in their homes. Use the enclosed bandy outstanding pictures you have seen in The blank to send your check and order--and Saturday Evening Post and in manv other do it now! COOPERATE for GOOD WILL and GOOD BUSINESS THROUGH YOUR ) You know how much easier it is to sell paint when you can show the customer just how beautiful "Dutch Boy" looks in the home. That is why the new "Dutch Boy" window dis plays show colorful interior and ex terior views of homes beautifully decorated. That is the reason also that the window shown below will stop the housewife as she passes your store and then bring her right inside for a sale! Borrow a chair and small table from a local furniture store, decora tor or antique shop. Choose these pieces for their unusualness and beauty in order to give your win dow more interest. Borrow a lamp from a gift shop--here again look for a particularly interesting lamp. Add a length of bright attractive drapery material from a store which handles fabrics. Arrange these pieces in front of a large panel, a sheet of building board, painted in one of the Wonsover tints which harmonizes with the drapes, rug and covering on the chair. Place a sign in a large old-fashioned frame giving credit to each merchant for the various items he has contributed to your window. On the other side, of the window, another sign should read, "You always have the RIGHT BACKGROUND with Wonsover" Just below this, use your large center "Dutch Boy" display unit with the Wonsover display section attached. Here is a window that your fellow merchants will be more than happy to help you create. In return for this excellent promotion of their stores, they should be willing to have you place a small card in each of their windows reading, "Be sure to see the Jones Paint Store window--see how "Dutch Boy* Wonsover provides your rooms with just the right back groundr This window will make sales for you and for the other mer chants of your community. 0007-SWP-000157899