In using advertising films, it is customary for the roaster to arrange for a showing at one or more theaters. The advertising in the local papers features the coffee brands, also the name of the local dealer, the latter being furnished with tickets which he distributes among his retail customers. There are several concerns making a business of supplying commercial films and of getting distribution for them.
Another form of theater publicity is that of the advertising slide—stereopticon views thrown upon the screen between feature pictures. Many packers find these are effective for cultivating the dealer, it being customary to show the brand name, together with that of the local distributer.
Advertising for Retailers
When retailers analyze the people to whom they sell coffee, they usually find three types. First, there is the woman who thinks she is an expert judge of coffee, but who is unable to find anything to suit her cultivated taste. Then there is the new housewife, possibly a bride of a few months, who knows very little about coffee, but wants to find a good blend that both she and her husband will like. The third is the most acceptable class, the satisfied people who have found coffee that delights them, day after day.
How Coffee is Advertised to the Trade
Left to right, good examples of green coffee publicity—center, well-arranged package-coffee copy
W. Harry Longe, a Texas retailer, has prepared the following "ready made" copy appeals for the three classes. To "Mrs. Know-it-all-about-Coffee," this style has been found effective:
| IMPROVE THE COFFEE AND YOU IMPROVE THE MEAL The corner of the table that holds the coffee urn is the balancing point of your dinner. If the coffee is a "little off" for some reason or other—probably it's the coffee's own fault—things don't seem as good as they might; but when it is "up to taste" the meal is a pleasure from start to finish. If the "balancing point" is giving you trouble, let Any Blend Coffee properly regulate it for you. 35 cents, three pounds for $1. ANY TEA & COFFEE COMPANY |