Document e6YDDD3R0vLbdjgNeBDrYwo9

LEAD INDUSTRIES ASSOCIATION, INC. 2 91 M.OIJOH JlVCSUI f l t *r*v vca*c h . y . ieoi7 mi^Wf -* Mt tiM i 3* Ma i j <3 i. September lB, 1964 SUBJECT; MArjZTS FOR LEAP AJTD IAD rWOOUCTS - XlCXgTftUL ~BAmR5B I To the Industry Developoent Cased t tee at the Lead Industrie* Association, lac.: Attached 1* the second in the eerie* of oeaaranda on the use at lead la various sarkets and the activities cf the Association pertinent thereto. The first of thla aerlee 00 the subject cf Cersslcs u sect to you ao Seytenber 15, 19&4* Additional Besorsnda vlll follow. Vet/ truly yours, Gp-y , : r * RLZ:nfc Inc. Executive rice President niiiiiiiw.ixiii** mi f t i i o itKHist t itii in iirrtisiWMitafctjdisaMa4,Miaaxtojaaa . * ^ 'wwnw&mm 'iijijijijf L IA 1 7 3 A 4 SWWWB i i j I i d September 18, 1964 MARKETS FCR LEAD AND LEAD RODOCTS MEMORANDUM NO. 2-6* INDUSTRIAL STORAGE BATTERIES Till* subject vu covered lest year by our Memorandum Bo. 3 dated July 29, 1963- Our promotional program 00 battery povered Industrial truck* and personnel carriers ha* been conducted In 1964 on much the same basis as outlined in that oeoo for 1963* Essentially It consists this year of seven 2/3-page ads each In KJSUESo WEEK, rACTORT and MATERIALS HANDLING ENGINEERING, vhlch Is about the same schedule as la the previous year. Again ve appeared before the annual meeting of the Electric Truck Division of the Industrial Truck Association early la the year, explained our program and requested their support. This group Is composed of the principal taonufacturer* of electric Industrial trucks and Industrial batteries. Also ve again sent a folder describing our campaign and Including preprints of our ails and copies of our literature to the presidents and sales vice-presidents of 200 electric utility companies offering our literature to them St cost for their own dis tribution to industrial customer* in their operational areas. It also described in detail vays in vhlch utilities are cooperating and caa cooperate to encourage greater sales of electric industrial trucks as load builders for their companies. A Dev 12-page brochure vas produced this year called PICTURE BOCK OP POWER BATTERIES vhlch vas included In this year's program In place of POWER WITH BO S7RINC3 ATTACRED, produced last year and sow out of print. A one-page ad In ELECTRICAL WORLD vas used to drav the attention of utility executives and salesmen to the load building possibilities of battcy povered trucks. In August, a rev non, Cotmel Baker Jr., ex perienced In utility pover sales, vas added to the L.I.A. staff, one of his major responsibilities being to encourage utilities In the promotion of battery pover and help them to organise constructive programs along this line. Although some tales of battery povered trucks can be traced directly to our program, ve vould not venture to claim that, after only 16 months. It has had any major Influence on electric Industrial truck sales. About fire years ago, vhen ve first Investigated this market and as a result issued our flrt brochure on electric truck costs, ve vere Informed by tbs Industrial Division of Electric Storage Battery Co. that electric Industrial trucks then enjoyed around 20 percent of the market, the balance being povered by gasoline or propane. A surrey made in Cecember, 1963, by Materials Handling Engineering amorg Its own readers only re vealed that vlth 11,255 electric lift trucks bought in cos year against 19,&?9 other lift trucks, electrics vere getting 36 percent of the new market. This excluded 3,5^ narrov aisle trucks, nearly all of vhlch are electric, a model that vas virtually non-existent a fev years ago. Thus ve can reasonably estimate, based on an average else truck vhlch vould use about one ton of lead In Its batteries, tbst the present market 1* something over 12,000 ton*, vlth an untapped potential of another 20,000 ton* per year. This does not take into account tbs market la N 3418.01 I' 4K^W' -1M i.Mipn.fWffjd LIA 173^ Industrial Storage Batteries -2- Eeptossbsr lB, 196k personnel carriers and a great variety of specialised alectrle-poversd trucks, the Dorsal growth of this entire raarket, and the fact that tba survey covered KHE readers only, which however should be a reliable soueple. The Boat encouraging aspect of the L-X.A. prcgras to date has been the enthusiastic reception it has received frees electric utility companies and the support they are giving it. Sparked by the electric truck rodeo epooaored by Union Electric Co. of St. Louis last fall, to which actual truck sale* were traced, a aeries of sceevhat similar promotions le now being planned by utilities, scrae for this year and sees for 1965* Our advertising, which resulted la ^77 inquiries last year, is drawing even better this year with 4^8 up to August 31* bringing the total to nearly 1,000. Because of the specialised nature of the subject, we consider this return excellent, especially aloes the advertising Is serving the double function of providing a basis for creating interest among utilities. In 1963 utilities, truck and battery nanufacturera purchased froa L.I.A. approx lastely 13,000 reprints of ads and 22,000 booklets for their own distribution. In eight aocths of this year the corresponding figures were 11,000 and 14,000. However, only one of the bocklets waa new ho the utilities, many of which bad ordered the other last year. In addition we made e nailing of 7,000 copies of the new booklet to design engineers. All Inquiries froa advertising are listed and sent periodically to battery and truck manufacturer* for aalas engineer follow-up. W* believe that Indications to date warrant the continuance of this prograa along the sane line* and on such the sane basis as In the part, particularly new that ve have a field can to work with utilities and others In its furtherance. One of the aajor objective* of the prograa was to enlist the help of other Interested parties In selling battery power. Ve have already gone an appreciable way towards accompli shoerrt of this objective which multiplies many tines the sales effort and salsa force pushing battery sales for their own interests. We believe, too, that cxir literature and advertising are also doing their pert to Increase sales. Any relaxation csf extr effort now docs not seen desirable. In fact, having created the Interest of utilities in battery power, a fur ther study of how other Industrial batteries Eight be prewoted with utility help would sees to be In carder. . ft fcrfe.,. I. 1.14RW JT ! JU5AIUP RRSW^SI