Document zQDB6KekGq2EpDJgXZ6mLYdzB

- 4 ,1 <- N10788 ____ 0007-SWP-000009729 i ADVERTISING FOR 1914 A FEW SUGGESTIONS ON ORDERING AND DISTRIBUTING The distribution of adver tising matter through our agents calls for the most care ful supervision on the part of our representatives. Don't give an agent or dealer anything he can't or won't use. Bv being careful in vour distribution to the agent who s not d gooo advertiser, you can afford to t>e gentrous ro an ngtnt who is a bom adver- nyr, and who never abuses such a favor. Exer cise careful judgment in ordering advertising. Don't get into the habit of asking fora certain as* sortm^nt of advertising in all Ctfses. Study each man's needs individually and give him just what he can use to advantage \ou need to usejust a*' muen thought m making up an order foradver* I ising ar vou do in making up an order for goods the most effective co^or-cards, booklets ,,nd dispiav features that werc ever designed and printed, won't be of much service as business* riod tir*. if not j-ed ighri\ Our advertising iv. e\f*cnvive, and every Sm.ni in Williams repre sentative mut realize hi responsibility for its profxr distribution and use in his territory. \\h?r help is it all if stowed away in some dark corner of an agent's store3 This ht compnw-s our entire regular line of ad* verasing for distribution to the agent and to the consumer through he ag^nt \ The listed featuies together with the direct- n2ii advertising and other s|K.*rial work, repre- nt o\#r '0 ptr cent of our ciarc advertising ap- prof n itior, lf\ ing uv les-1' ir 10 per cent to be dev ju.ii to nation..! magiztnc advertising, na tionj! b Jiltt'ns tc igns tre Vf 5 D, rail- a'p and manm advertising, and thf advertising ucco through the mail and trade pa*rs to helo Lnd new bu m^s In the entiri 100 per cent of our appropriation we h<*vr not allow ct cne cert for the payment of nrwsp3pcr space, program advertising, printing of stationer*, or anv of the other special adver- ti*ing privileges that ate so ofa*rv requested by agent v \\e have cut them out--not because we do not conridcr them rcKxi advertising, but because wi canrot afford to extend our appropri ation on*1 dc Ihr furthr r we have already put on our hst all the goor advertising we feel we can afford *o do u we made provision for such spe cial concessions vt vould have id cut out some of out present advetising methods, and we are not willing to do that, because we consider our present methods ? better business investment from even point of new - In talking advertising to agents, the represent- ativemu'dic<ourag<kall*penial propositions, ft iseasier for vou to handle the matter personally than fertneoffiecro do so by ktterj But, if you have to put i* up tc ihe office be careful not to anv ha*f p-om xe to the ag* nt ot give him anv ground for hon*, it wiilorlv make him more disappointed h^n he hears from us b is our int^rt on to be liberal in the distri bution of ad-env ng but not wasteful Libcr- aLt ui" jn ap^nt who uses his advertising as it should be, used .id .a good anvestments liberality wi*h an agent who misuses: nhis advertising-is wastp Donft let the poor advertiser impose on you-- he'll take all you give him. Don't order show-cards or hangers unless you see the agency has the "show-card habit.** Some stores never display them; others always do. Don't order booklets and enclosing-slips unless you know the agent uses them systematically. Impress upon the agent the necessity of being careful in his distribution of color-cards. Don't order the MM-2 or MM-4 unless you know the agent will put them up promptly and in good locations. Don't order anything just for the sake of mak ing a showing or to impress the agent. Order it because you know it will be used and help sell the goods.: ^The agent who Is lukewarm about adver tising will be just as well satisfied with his Color- cards and a show-card or two as he would be with a long list. Give him a little now and try to train him into an advertising spirit. Encourage the agent to use our window-trims. This is good advertising for the agent and good for us. When you order a trim for an agent, see that he uses it. Remember that you are responsible for the manner in which over 60 per cent of our advertis ing expense is distributed. You can waste a lot of it by thoughtless ordering. Think twice before you order. ' We fear that many representatives do not pre sent the advertising.of our proposition as com pletely and effectively as it can. and should be pie- sented. Always carry in your outfit the various port folios showing our display features--the show cards, sigris, hangers, window-displays, etc. Have the portfolios with you in order that you may convince the prospect of the size and scope of our national magazine advertising, the work of our Decorative Department, the property-own ers' letters, the promoting we do with painters, architects and others, and the splendid advertis ing we supply the agent for hts own use--the XY Electrotypes, the booklets and enclosing-slips for counter distribution, the Untern-slides, pos ters, etc. Every representative must become a good ad vertiser himself, and then work to make every one of his agents good advertisers, too. Do some ed ucational work along this line and just watch the returns in increased sales. Get your agent interested in keeping his paint stock well arranged and in a conspicuous place; get him1 to dress paint windows;: to use electros in his local papers, to take interest in and use all spe cial campaigns we plan and exploit from time to time through The S W P. Supposing you have 300 agents using as much as $20 worth of space a year in their local papers for pushing S-W Prod ucts with the assistance of our XY's--you have a nice little newspaperappropriation of $6000 work ing for you. -i . . :| . . Be sure your agents send in lists of property- owners' names during the season-r-those who ought to paint and those who are going to paint. Our helps to theagent are tremendously strong, and have never yet failed to get business for those who co-operate with us. It is up to you as a Sherwin-Williams representative to obtain this co-operation. &t Advertising Manager Fwo M3 m 0007-SWP-000003730 FOR DISTRIBUTION TO AGENTS AND DEALERS swp C--Sample Folder. 15 to 50 to.each SWP Agent, with busi ness-card printed on first page. C-I--Short C containing 28 colors. Quantities same as c. ; ^ C-2--Short C containing 18 colors. Quantities same as C-3---Special C to assist agents in ordering stock. Same sts regular C. but with: color* arranged in numerical order. One to each agent, i On no account can these be given to agents -for counter distribution: , F--Sign and Paddles of full line. An expensive feature which should under no circumstances be given or i shown w.'here: there is no proper place for display. Mot given to agents using C-I or C-2. . F---Paddles only. Furnished to agents who have a; good F sign, the paddies of which are shabby or marred. : CC--Celluloid Coated Show-Card. Full line of color*. To be given only to agents who do not get *'F." CC-1--Celluloid Coated: Show-Card^ containing same colors as Cl One to each dealer handling the short line CC-2--Celluloid Coated Show-Card, containing same color* as C-2. G--Packet of Sample Cards for dealers' use. One to a dealer To be sent in more liberal Quantities or to painters or aporoval of managers only. fi-24--"The Truth .About Paint.'* Small quantities to asentsnwho wrili distribute them. Floor Finishes H-l--Dispia> Cmt Modem Method Floor Finishes. (To iber,discontinued after present stock is exhausted.) H-20--L'nit System Hanger. Crack and Seam Filler and Floor Wax (To be discontinued after present stock is*xiiafcsti^;;!7!;N:i; ' ' Fioor Finish BookJet. 10 to 20 to each dealer. /nswe Floor Paint D--Sample Folder. 10 to 15 to each dealer. DS---11 x 17 Display-Card. One to each dealer. K-37-~Speciai Fane! "Display. One to those agents only who are pushing the line vigorously. An expensive feature. : ; -' 1 P*25-ir Portfolio" showing use of stencil designs over. Inside Floor Paint.'. !: One to.dealer pushing the idea. (Dis continued when stock is1 exhausted.! F-31I---Folder in colors showing use of Floor Stencil over Inside'Floor Paint'" lO to lo to dealers pushing this idea. Porch and Deck Paint DD --Samp!e Folder. 5 to 10 to each dealer. DQ---11 x l7'Display-Card. , Floorlac FC;--Sample Folder. lOto 15 to each dealer. FR---11 x 17 Disrilac-Card.. - FAir-tFloorlac Sample Panel Display. One to each dealer handling Floorlac: Crack and Seam Filler CFi--Descriptive Folder. A few to each dealer. - ' Screen Enamel SQ---21 x 17 Display-Card. One to dernier. Enameloid CE--Sample Folder. . 15 to 25 to wh dealer. CD--11 x 17 Show-Card. One to dealer. Flat-Tome CC-10--Color-Card Liquid Flat-Tone. 10 to 15 each dealer. CC-25--Flat-Tone System Color-Card. 5 to 10 to each dealer. H-45-A---11 x 17 Display-Card. One to dealer. F-353--"Attractive Decorations." Stencil Folder. 15 to 25 to dealer. P-1--Large Framed Panel Display. An expensive fea ture showing full line of colon. Only, one of these displays to be given to those agents carrying the complete line of colors. W-34--rFIat-Tone Window Cut-out. One to dealer* carrying complete line; an expensive feature. Paints and Varnishes for the Farm H-2---Display Unit. (To be discontinued-after present stock is exhausted.) S-90I--"Paints and Varnishes for the Farm." (To be discontinued after stock is exhausted.) Buggy Paint BP--Sample Folder. 10 to 15 to each dealer. BO--Framed Spoke. Display. An expensive feature. One to each dealer whose Buggy Paint purchases warrant this expense. .* H-43--11 x 17 Card. One to each small dealer. Wagon and Implement Paint WP--Sample Folder. 10 to 15 to each dealer. WO--11x 27 Display-Card. One to each dealer. Creosote Paint R--Sample Folder. 10 to 15 to each dealer. RM--Creosote Window-Hanger. Metalastic Bo. 2 PD--Sample Folder. 5 to 10 to each deafer. Root and Bridge Paint RB--Sample Folder. 5 to 10 to each dealer. Commonwealth Barn Bed and Brat BF--Sample Folder. Commonwealth Bara Red. A few to dealers. CC-45---Sample Folder. Commonwealth Barn Gray. A few to dealers. BC--Window-Hanger. Commonwealth Barn Red. One or two to each dealer. . _ . . - Brighten Up Finishes H-l --Bnchten Cp Finish Display Unit. (To be dis continued aucr present stock is exhausted.) CCr27!-r:iSpeciaI Briahten Up Finish Color-Card. For small dealers who do not carry fill! line. 15 to 20 to each dealer^ (Discontinued when stock is exhausted.) B-248---Brighten Up Finish Booklet. 1 to 20 to t dealer. ; . , ; Cycle Enamel (air-drying) BL--Sample Folder. A few to dealers. Oil Stain OS--Sample Folder. 5 to 10 to each dealer. Handcraft Stains Family Paint K--Sample Folder. !0 to 15 to each dealer. I--11 xl7 Display-Card. One to each dealer. Brighten Up Stain VS--Sample; Folder. 10 to 15 to each dealer. VQ-rll xi 17 Display-Card; One to each dealer. H-13 Unit System Hanger until stock is exhausted.) (Use Enamel EP--Sample Folder. 10 to 25 to each dealer. EQ---It x jl7 Display-Card. One to each dealer. 1 Porch and Lawn Furniture Enamel PL---Sample Folder. 10 to 15 to each dealer. H-17-p-Unit System. One to each dealer. (To be dis continued after present stock is exhausted.; PE--11 x 17 Display-Card. . . HF--Handcraft Stain Sample Folder. 5 to 10 to each dealer. CC-35--Woodcraft Stain Sample Folder. 5 to 10 to each dealer. (When stock is exhausted the name will be changed from Woodcraft Stain to Handcraft Stain.) H-5J---Handcraft Slain Display with Panels. One to dealers who are pushing the line vigorously. (To be dis continued after stock is exhausted.) Preservative Shingle Stains SX--Stained samples oh wood of full line of colors in pasteboard cartons. To agent pushing full line of stain. SX-1--Short get of 22 Stained Samples on wood in paste board carton. Not more than 3 to agent. SF--Description and directions for use. a folder for coun ter distribution; 10 to 15 to a dealer. (To be discontinued when present stock is exhausted.) CC-38--Sample Folder showing full line on wooden samples. : 10 to each dealer. B-56--Shingle* Stain Booklet. 10 to 25 to each dealer. H-58---11x17 Display-Card- One to dealer* pushing Shingle Stain. , ' N10788.01 0007-SWP-000009731 Special Creeks T---Sample Folder French Crow Green. Furnished In biU quantities where mles of foods ore made. H-I9--Unit System French Crown Green- One to each dealer- (Discontinue when present stock ts exhausted-) GG-54--Sample Folder Verdelite. 10 to 15 to each dealer- WALL FINISHES CC`48- Deco-Pajte Color Folder. 15 to 25 to deader. CG-3J--Kalso. Hot-water Xalaomine, Color-Card. IS to 25 to dealer. .. CG-J2--Decotint- Sanitary Wail Finish Color-Card 15 to 25 to dealer. ,, _, CC-33^Permento. Ouuide Cold-water Paint Color- Card. 10 to 20 to deader. __ F-30*--S-W Factoi-y Coating Folder. (Thi* feature to be discontinued after present stock ii* exhausted.) H-30--Decotint Displav-Hasger. One to dealer. W-12--Decotiot Window-trim. (To be discontinued when ipreaent stock; ia exhausted.) Paste Colored Paint N--Sample Folder. 1 Each dealer entitled to from IS to 25. - '' ' ' ." ' White Lead (OOP) H-**--White Lai Hanlttr (ifee 2 feet by 3 feet 2 inches:)!: One to. each dealer handling line. (To be dis continued after presentstock is exhausted.) 8-249--White Lead Booklet. 10 to 15 for counter dis tribution to dealer handling line. E.292--Enclosing-slip. 100 to 200 to dealers for counter distribution. POUSH-OL E-2H8--Polish-ol Enclosing-slip for counter distribution. 100 to each dealer: W-21--Auto Cut-out displaying PoUsb-ol. Tire-Coat and Braa-Bnte packages- One to each agent pushing these tines: Bras-Brite E-324*--Enclosing-slip Folder on Brea- Britr. 15 to 25 to eachdealer. Floor wipe _30i_Enclosing-*Up. 100 to 200 to deal-r for counter distribution. Flaxoap H-21--FlaAoap Hanger. One to each dealer handling line-: (Discontinued when stock is exhausted.> E-262--Enclosing-slip. 75 to 100 to each dealer^ han dling line. W-8-^Flaxoxp Window-Display. One to dealers han dling Flaxoap. (To be discontinued when present stock is exhausted.) Taxite TX--Descriptive Folder. A few to each dealer. Concrete Finishes CC-4I--Sample Folder. 10 to 15 to each dealer. - VARNISH UV--Dealers' Price-List of Varnishes. One to dealers who need them. VA--In*id* Store-Display. One to each dealer. F-300--Mar-not Folder. 25. to 50 to each dealer. F-304--Durable Wood Finish. Exterior and Interior. Folder; 25 to each dealer. F-305--`Kopai and Excello Folder. 25 to 50 to each dealer. ; W-9--Mar-not Window-Display. One to dealers han dling a sufficient stock of Mar-not. (To be discontinued when: present stock is exhausted.) W->!*---*Varnish. Window-Trim. One to each dealer. B-274--Varnish Booklet. "What the Painter wants to know about Varnish." Sent to Painters on request of representative, or distributed in small quantities through agents. Sets of Panels PF-la--Framed Set of 12 Panels with celluloid-top hanger, reading Handcraft Stains and Varnishes--Panels. 4 x Il inches. (To be discontinued when present stock is exhausted.) PF*2a--Framed Set of 20 Panels with celluloid-top hanger, reading Handcraft Stains and Varnishes--Panels. 4 x 1 x4 inches. (To be discontinued when present stock is exhaujtedU VP--Small Sample Panels. 4 x \\ Inches. For use in sending architects, painters and agents. Ordered on 34 x 12 form. Quicx-DRrme Colors op--Sample Folder. One to oacb deafer and each good carriage-maker buying our goods. 10 to 15 to jobber* han dling our goods. Insecticides B-242--"Spraying. A Profitable Investment." A hand some, general insecticide book, fully Illustrated and expen sive. A few to each dealer. E*7d--Paris Green Enclosing-slip for counter distribu tion. 100 to each dealer. H-55--Display-Hanger for full insecticide line, showing insects. ; One to each dealer. B-287--Small general Insecticide Book for counter distribution:' 150 to 75 to each: dealer. B-284--Spraying and Painting Calendar and Guide. In secticide booklet for Spring mailing to lists furnished by in secticide agents. Lists this year to be watched very care fully. the *4r of them to depend upon the amount of sales. This booklet includes painting information in addition to Insecticides. Representatives to specify B-286 or B-286a when lists: are sent la. B-286S--Spraying Calendar and Guide. Insecticide Booklet for Spring mailing--sme as above.: except that all painting information is omitted. To be specified when lists are sent in. This booklet is to be used in towns where paint agents conflict with tnseettride agenu and dealers. E-341--Dry Powdered Arsenate of Lead Enclosing-slip for counter distribution. 50 to 100 to agents. - E-^34*--Spray-Pump Enclosing-slip. 50 to 100 to each agent. . E-5B7--'Tuber-tonic Enclosing-slip. 50 to 75 to each agent. B-292--Book of Newspaper electrotypes for agents* use. 1 to each good agent. Unseed Oil Department - H-31--Linseed Oil Display-Hanger. One to each dealer handling and pushing Linseed Oil. (To be discontinued when present stock is exhausted.) . B-247---Linseed Meal Booklet. (To be discontinued when present stock is exhausted.) .E-233--Linseed Oil Enclosing-slip for counter distribu tion. 100 to each dealer. . Stencil materials E--272--Special Folder for Counter Distribution. 25 to 50 to dealers. - B-2II--Stencil Catalogue. 10 to 25 to a dealer. E-330--Christmas Stencil Enclosing-slip. 50 to 100 to each dealer. General and Special I9I4-E--"The Home Decorator** Spring Mailing Booklet. Mailed only on lists furnished by new agents. U--Dealers', Price-List. Used among present and pros pective customers as memoranda of the Company's prod ucts and prices. New agents receive them with acknowl edgment of order from the office. Old agents get them only when salesmen order them sent. U-I--Confidential Net Price-List sent with U. GG--Set of 50 Business-Cards lor Painters using SWP or SWV. B-57--Handbook showing free electros and lanternslides. One to each agent- W-10--Little Paint Man arid Pile of Cans (Spring 1910 trim) a few still in stock. A very attractive trim. Send one to good agents. Can be used anytime for window display. W-2!--Auto;Cut-out fordisplaying Polish-ol. Tire-Coat and Bras-Brite packages. (One to each agent pushing these lines. * W-55--House and Painter Moving Display. Loaned to good agents for one or two weeks, provided they will give it window space during that time. W-I4--Brighten Up Village Window-Trim. A few left in stock from 1912. W-19--Pyramid Window-Display showing exteriors of houses. (To be discontinued after present stock is exhaust ed.) WC-1--Brighten Up Stickers, seven designs. 25 to 100 to dealers who will use them. CP--Tablet of Order Blanks One to each dealer 0007-SWP-000009732 General and Special--Continued No display dsns should he promised until you have thor oughly satisfied yourself that the situation warrants it and the agent is enthusiastic hi their use. otherwise they will not be properly used. AA-I-Ex--New Paper Poster 28 x 42. Showing House Exterior in Colors.! To be given out. only where they will be used, in quantities of 10 to 25 to :an agent. (Imprinted.) AA-l-Int.--Same as above showing Interior in Colors. Printed with agents business card. AA-2--Cover-the-Eanh Transparent Hanger for store and window-display. Two: or three to each dealer. MM-2--Oilcloth Banner. MM-3--Enameled Iron Agency Sign. An expensive fealure. One to each agent not already supplied. The enam eled sign should Ust an agent five years at least; and no other) wiDbegivcnduring that period. MM-Sa-s-Same as MM-3 without flange. Enameled on one side. DBee-Dealersv Reference Book. An expensive feature. One to edeh agent not already supplied; whose account war rants this expense. A A-7--Steel Field Sign. 3x5 feet in wooden frame. Two only toigood agents; who will place them in prominent posi tions. Lettered with agent's name. MM-4---Paraffine Fence Sign. 25 to an agent who will put them up; Imprinted with agent's name. W-7--Little Paint Man Hinged Cut-out. Sent only to best; agents. (To be discontinued when present stock is exhausted.) S-S49--Color-Card Rack. One to live agents. B-74--Set of Colored Plates. The Cottage Bungalow. One, to each agent who wants it. also to iarchitects and mas ter painters. (To be discontinued when present stock is exhausted.) B-76-r.-V Portfolio of Plans for Home Decoration. 21 coior-iplates and specifications for exterior and interior dec oration. : One to each agent who wants it. also to archi tects and master painters. B 77--"Portfolio of Suggestions for Painting and Decora tion." Our 1914 edition of Color-Plates. MN-1---Oilcloth Banner, "This Building Finished with Sherwin-Williams Varnishes;" for dealers' and painters' use on iobs on which S-VV Varnishes are used. Space for name and address jro\*ided. (To be discontinued when present stock j|s exhausted.) Enclosing-Slips--For dealers' use. To be enclosed with letters, invoices and packages. F-51--On SWP. F.-52--On SWP. E-53--On SWP. E-55i--On Varnish. E-158---On Floor Finishes. CS-4-5-6-7-8-9--Street-Car Cards. Furnished free of charge to agents who use street-car space; imprinted with agents' name.: These cards can also be furnished to agents as window-cards; one set to each agent who will use them. B-72-i-Your Home and Its Decoration. A finely printed and bound book. 200 pages. 12 color-plates and 130 other illustrations: Sells retail at 82 (postage 15 cent* exua) Special discounts to agents and booksellers. Manufacturers' Sales Oeparthent The following items are for special work, and should be supplied only when there Is a good prospect for business. They are not for distribution to dealers, eccept where goods are handled: S-795--Large Set of 66 Flexible Celluloid Samples. S-801--Small Set of 35 Flexible Celluloid Samples. AM--Sample Folder. A.1. P. Varnish Colors. PH--Metalastic No. 2. PM--Sample Folder Metalastic No. 3. GS--Sample FolderMetalastic No. 4. B-37--Catalogue on "Protective Paints for Metal Sur faces." FM--Color-Card Full Use Metalastic. B-23--Finishing Specialties Booklet for and Ma chinery Builders. Sent only on approval of manager. OM--Sample Folder. Oil-Proof Machine Paint. MP--Sample Card.Machine Paint. LG--Sample Folder Lustra! Colors. GC--Sample Folder Gas-Engine Finishes. CP--Sample Folder Keg Paint. TT--Sample Folder Telephone. Telegraph and Cross Arm Paint. \ . OP--Sample Folder; Oyster Backet Paint. AR--Sample Folder. Non-Covrodible; Add-Rebating Paint. . . . ' GR--Sample FoIder. Galvanised Iron Primer. AS--Sample Folder. Aridos and Petriioid. SP--Sample Folder. Elevator Paint. B-33--Booklet on Old Dutch EasuneL B-47--Ajax InsulatingVamish Catalogue; . CXMI--Rough Building Paint Color-Card. CG-I7--Handcraft System Color-Card. CC-l9r--Carriage Gloas Color-Card: .. CC-24--GoJdenOak Stain Color-Card^ CC-37--Baking Enamel Color-Card. GC-40-ftrFree*Flowing Color Varnish Color-Card. E-354--Mill White Enclosing-slip. " Railway RC--Railroad Catalogue. (To be discontinued when present stock is exhausted.) RA--Sample Folder Inside Floor Paint for Railway use. RI--Sample Folder. Inside Wall and Celling Colors for Railway use. RH--Sample Folder. P.M. Freight-Car Paint. RJ--Sample Folder. Target Colors in Varnish. RD--Depot Paint Booklet. Street Railway SC--Street Railway Catalogue. (To be discontinued when present stock is exhausted.) Marine MC--Marine Catalogue Including Yacht Finishes. (To be discontinued when present stock is exhausted.) MA--Sample Folder Marine Paint for Cabins. MH--Sample Folder Marine Paint for Hulls. MD--Sample Folder Marine Paint for Decks. MB--Sample Folder Marine Paint for Barges and Lighten. CC-5Q--Complete Color-Card. Yacht and Motor-Boat Finishes. CC-20--Sample Folder. Corinthian Green. CC-2J--Marine Engine Enamel Finishes. CC-22--Copper Paint. CC-23--Boot-Top Paint. ' i 0007-SWP-000009733