326 



THE INDIA RUBBER WORLD 



[April 1, 1912. 



make of safetj' razors. Of course, the sale of those razors began 

 to increase but more than that the sale of other makes of 

 razors began to jump, and, in fact, all razor and shaving ac- 

 cessories took a big start. In that case it paid to specialize in 

 window displays. What is true of razors is equally true of 

 rubber articles, or, in fact, of any line. 



There is one exceedingly important point that must always be 

 kept in mind — that above all things the window must be kept 

 sightly. If possible, it should be trimmed frequently, the suc- 

 cessive displays showing a strong contrast. But whether 

 trimmed frequently, or not, it should never be allowed to look 

 "mussed up" and particularly it must never be allowed to look 

 dirt\-. It is of little avail to have cleanliness and order within 



for new articles all the time. But don't stop there. Feature 

 them in your window and let people see them, so as to reap the 

 full reward of your enterprise. 



.Another point that will give a store a progressive air is 

 seasonableness. Make a feature display of rubber articles useful 

 on a vacation and just as soon as people begin to think of 

 going away, or better still, just a little before they think of their 

 vacations remind them of these articles by an attractive window. 

 As soon as Thanksgiving is over put in a display of articles 

 suitable for Christmas gifts. For the Fourth of July have a dis- 

 play of rubber bandages, fingers and such things. Timeliness is 

 the greatest of salesmen. Always try to anticipate the other 

 fellow, however, and have your special display doing duty while 



\i.n-;fi. 



■J^3:i -^ 



W'lxuuw DiiPL.w Reprodlxing .\ Rubber Furkst, 



the store if they are not reflected in the window. On a busy 

 city street a thousand people see the window where one looks 

 inside the store; so the store window should always be kept at 

 its best. 



A retail dealer, in any line, finds that new articles give a big 

 "boom" to his business in many ways. They draw attention, 

 start people talking, and finally lead to increased business. -Al- 

 ways be on the lookout for new articles. If you can get some- 

 thing that your rival hasn't got yet, get it. Make a feature dis- 

 play of it and watch results. To be sure you can hardly expect 

 to enjoy the monopoly very long but you were the first one, and 

 that's what counts. The dealer who gets ahead in the rubber 

 business or in any business is the one who is nn the lookout 



he is still thinking it out. Being first is half the battle in any 

 form of advertising. Watch your own window, watch your 

 rival's window ; make a study of each, and see if you can't make 

 a better looking display than anj-one else in your line. 



The two window displays which are reproduced by way of 

 illustrating this article were used by The B. F. Goodrich Co. 

 and were shown in the windows of its branches all over the 

 country and attracted a vast deal of attention ; in fact, there was 

 invariably a crowd before each window. One shows a rubber 

 gathering scene in South America and reproduces as nearly as 

 possible the actual picture. It is very realistic and most effective. 

 -\t the bottom it will be noticed there are several cases contain- 

 ing interesting rubber curios. 



