ILLINOIS STATE BEE-KEEPERS' ASSOCIATION 



43 



tised that honey and the people asked 

 for the brand that they knew about. 



I took a bunch of young people out 

 to a pleasure resort. We wanted some 

 raw oysters and some one said: "Get 

 some catsup." I called for some cat- 

 sup. The grocer asked me what 

 brand I wanted. I could not think of 

 any other brand but Heinz, and asked 

 for that. I asked him: "Have you any 

 other brand?" He said: "Yes," and 

 named over two or three. I asked 

 him: "Which is the best? Which sells 

 the best?" He replied: "Heinz, ten 

 to one." 



What makes it sell? Because when- 

 ever you think of catsup you think of 

 Heinz. And when you think of Heinz 

 you think of 57 varieties. Who has 

 put it there? Somebody has paid out 

 enormous sums to advertise that in 

 magazines so that it is known all over 

 the country. 



Take the word "beans" and Van 

 Camp's name comes into your mind, 

 and simply because you see that ad- 

 vertised everywhere. 



We might go on clear down the 

 line. I could talk about Pillsbury 

 flour, the Gold Medal. I said to my 

 wife one day: "What kind of flour do 

 you use?" And she replied: "Gold 

 Medal." "What for?" "Because it is 

 good flour." "How did you happen to 

 know about it?" "I don't know." But 

 I said to her: "There must be some 

 reason for it." "Why," she said, "I 

 saw it advertised in the Ladies' Home 

 Journal and these various other maga- 

 zines." 



Don't you see that advertising by 

 a trade name gets the thing thoroughly 

 in the mind of the public? If you will 

 notice, these things that are adver- 

 tised, that have a trade name, bring 

 a higher price on the market than one 

 that is not advertised and has no 

 trade name. 



I might say here, in passing, that 

 any of you who attempt to establish a 

 trade name and put that product be- 

 fore the public, when you take one 

 page of advertising in the Ladies* 

 Home Journal, and several other jour- 

 nals, you will understand what it 

 costs. Why did we take those maga- 

 zines ? Because they go to the 

 women. We advertise in journals that 

 go to the housewife;- she is the one to 

 get hold of them, and, if we get the 

 / housewife, we will get the men. 



When the advertising solicitor came 

 around he said to me: "Mr. Root, you 

 have got your product up to a certain 

 point, you want to get your 42 centi- 

 meter gun out. If you want to break 

 through a door what are you going to 

 use, your knuckles? You take a sledge 

 hammer and smash the door in. Now 

 is the time to take your sledge ham- 

 mer and blaze away at it." He said: 

 "Put a whole page advertisement in 

 the Ladies' Home Journal." 



I said, "No." When he said it would 

 cost $6,000 I said "No." 



I said: "We will advertise in a* 

 smaller way and keep everlastingly at 

 it." 



"When is your season for selling 

 honey?" he asked. 



I told him: "It begins early part of 

 the season, along in September, and 

 reaches its height about October." 



"Yes, exactly," he said, "you want to 

 strike your sledge hammer blow at 

 that time." 



We agreed to that and began to ad- 

 vertise. You remember that full -page 

 advertising in the Ladies' Home Jour- 

 nal. It spoke about honey as food; it 

 spoke about Airline, of course; it also 

 spoke about honey on waffles. Waf- 

 fles were pictured showing honey 

 dripping around, and a beeyard. It 

 spoke of honey being a predigested 

 sweet. _ 



We advertised everybody's honey. 

 The results were sledge hammer blows. 

 I think if you were to go down and 

 look at our plant and the Weber com- 

 pany plant, and two or three other bot- 

 tling concerns, you would find honey 

 going out by the carload in bottles. 



We got hold of the glassmen and we 

 were surprised beyond measure to find 

 we were not doing the lion's share of 

 the trade. All of a sudden there was 

 a big demand for honey. Two of 

 them said they sold something like 

 fifty, carloads of small bottles for put- 

 ting up honey. What is the result? 

 Hones is going in homes, is going 

 everywhere. 



If you will go to New York city you 

 will find scarcely a grocery store or 

 drug store but what has somebody's 

 brand of honey. If you go to Phila- 

 delphia you will find the same thing. 

 If you go to Boston you will find the 

 same thing; in Chicago the same 

 thing. Ten years ago you would not 

 find that condition. You would go to 



