Obvious Adams - Masters of Marketing Secrets: The Story of a Successful Marketer by Robert R. Updegraff Dr. Robert C. Worstell

Author:Robert R. Updegraff, Dr. Robert C. Worstell
Language: eng
Format: epub
Tags: copywriting, marketing, sales, advertising
Publisher: Midwest Journal Press
Published: 2014-04-08T04:00:00+00:00

3.

Several months later there was a very important conference in the front office of the Oswald Agency. The officers of the Monarch Hat Company were closeted with the president and the copy chief. Conversation, sales reports and cigar smoke were consumed in about equal parts for nearly three hours. It seemed that the Monarch Hat Company had two retail stores in a large Southern city; that one of these stores was paying, though the other ran behind steadily. They did not want to abandon either store, for the city was large enough to support two stores, but they could not afford to go on losing.

Already they had sunk thousands of dollars in a special advertising campaign – which made the prospering store prosper even more, but did not pull the unprofitable store out of the loss column. Something had to be done – and done very quickly.

The conference had lasted until nearly lunchtime, but nothing had come of it. Every plan that had been suggested had either been tried or was impracticable.

“Well, gentlemen,” said Mr. Oswald at last, “we have spent three hours talking about what ought to be done, whereas it strikes me that our first job is to find out what is the matter. Will you give me two weeks to find out what the matter is, and then meet for another conference?"

They were all hungry; they were talked out; yes, they would agree.

“What’s your idea?” asked the copy chief after the crowd had left. Mr.

Oswald looked at him seriously. “Howland, I’m going to gamble. If I could spare the time I’d go down there myself and investigate, but I can’t. The Monarch people need never know about it, but we are going to send a boy down to that burg to see if he can find out what’s the matter."

“You don’t mean ---"

“Yes, we’re going to send young Adams. I have a sneaking suspicion that there is something obviously wrong in that situation – something that has nothing to do with sales reports or turnover – and if there is, by cracky, I’ll gamble that plain, everyday young man will ferret it out. ‘Obvious’ seems to be his middle name! Maybe I’m a fool, but I’m going to try it."

“Adams,” said the president, as that man stood before him, “the Monarch Hat Company has two stores in ---. One of them is paying and the other is not. I want you to go down there and find out – without asking, mind you – which of the stores is not paying, and then I want you to find out why.

Get some expense money from the cashier and leave in the morning. Come back when you feel reasonably sure you know the answer.."

Adams went. He went directly to a hotel when he struck town, registered and left his grip. Twenty minutes later he had found one store, located on the corner of two prominent streets, with a prominent entrance and display windows on both streets. The other store

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