1905 



GLEANINGS IN BEE CULTURE. 



1069 



force of advertising? Honey presents mag- 

 nificent opportunities for good advertising. 

 Why, the great advertisers themselves use 

 honey as a standard for comparison. Does 

 not "Nabisco" remind you of honey? and, 

 too, the National Biscuit people recommend 

 its use with their Uneeda biscuit. The Ru- 

 bifoam people tell you their dentifrice is "as 

 sweet as honey ; "and how the Karo-sy rup peo- 

 ple did disgrace the fair name of honey to ele- 

 vate their glucose mixture! for who will 

 forget "better than honey for less money"? 

 By the way, what has become of "Karo"? 

 Let me say right here that even advertising 

 can not fool all the people all the time; but 

 I will take up the matter of merit as the 

 foundation of advertising success later. 



ADVERTISE HONEY — NOTHING EASIER. 



What news the chemist can tell you! and 

 the doctor! and don't the children cry for 

 it? Is there any thing more delightful to 

 the taste than good honey? How many 

 products come in such a variety of forms, 

 and can be put to so many uses? 



THE FIRST STEP IN PRUNE PUBLICITY IS CO- 

 OPERATION. 



Naturally the fiirst step in honey publicity 

 must be co-operation. The Honey-produc- 

 ers' League is the ivay; but the bee-keeper 

 must furnish the means. Join the League. 

 Don't put it off. Don't wait for the other 

 fellow to do it, and you expect to get the 

 benefit. Make this a personal matter. If 

 you don't get into line the League can not 

 be the greatest possible power. If bee- 

 keepers don't co-operate, the honey market 

 will not pick itself up. If you don't co-op- 

 erate you will always get low prices, your 

 product will be slandered, your interests will 

 be trampled on. Get together — co-operate. 



MUST BE KNOWN BY A DISTINCTIVE NAME, 

 BRAND, OR TRADE-MARK. 



Right here is the only fault I have to find 

 with the League. I read the constitution 

 once, then again. What! no provision for a 

 trade-mark? Have the founders forgotten a 

 fundamental principle in advertising? Well, 

 they will some day see their mistake, and it 

 is easy to remedy, as the powers of the Ex- 

 ecutive Board are broad. Am I not right 

 about this? For instance, can you name (?) 

 an article successfully advertised that has 

 not a distinctive name, brand, or trade- 

 mark, or uses an apt catch-phrase? Aside 

 from the absolute necessity of an article 

 having a trade-mark, there is another side 

 to the matter. When the League overlook- 

 ed a trade-mark it also overlooked a quality 

 in human nature, and bee-keepers are hu- 

 man. Nearly every one expects direct re- 

 turns from his money. Not many of us can 

 afford to invest our hard-earned coin in 

 philanthropic enterprises; we must get some 

 in return. As the League now stands, it 

 offers its members little direct returns. 

 Now, a trade-mark on a member's product 

 would raise the market value of it, provid- 

 ing, of course, the trade-mark be properly 

 advertised. When a bee-keeper sees that 



he gets two dollars for the one he invests, 

 the League will not have to work for sub- 

 scribers. Oh, no! they will simply rush for 

 admittance. Advertising a trade-mark will 

 produce direct returns for the League's 

 members, without a trade-mark (understand 

 by this some distinct brand of some kind). 

 Your advertising is sure to reach an end, 

 for such advertising feeds itself little, so has 

 no means of growth. If the League does 

 not give its members some benefits over and 

 above what the outside gets they will be 

 very slow to subscribe, and extremely hard 

 to get. 



APPEAL TO THE WOMEN. 



I do not know what plans the League has 

 for advertising its product; but it surely can 

 not fail to see the need of placing the bulk 

 of its advertising before the women. It's 

 the women that set the table, and it's the 

 women that buy, so it's the women that the 

 League WMsi reach. Woo the women! Tell 

 her your story, Mr. Honeyman, and you will 

 not complain of slow markets. 



WANTED AT SIGHT, AND WILL BRING HIGH , 



PRICES; QUALITY AND ATTRACTIVENESS, 



THE TWIN SISTERS OF SUCCESS. 



Honey has the quality. But don't let hon- 

 ey without quality get on the market if you 

 can help it. Don't make the fatal error of 

 letting the League's trade-mark cover a poor 

 product. Make sure of this matter in some 

 way. What is more disgusting than unripe 

 extracted honey? It will spoil ten sales 

 where one is made. Make it a very serious 

 offense in the League to market such honey. 

 Show the outsider where he is penny wise 

 and pound foolish in doing this. Give good 

 weight. If the section doesn't weigh a 

 pound, do not allow this impression to be 

 carried. When a section doesn't weigh the 

 full pound, honestly say so, and charge less 

 for it. 



Honey is attractive, and attractiveness is 

 a great selling force. Market the best 

 grades only, and see to it that grading is 

 done right. Don't, don't allow your trade- 

 mark to market an inferior article. Strictly 

 grade your comb honey; and bottle and 

 neatly label the extracted; carefully sack 

 the candied. Expect and ask a good price 

 for your product, and you will get it, and 

 have no trouble in doing so. 



ESTABLISH YOUR BRANDS AND YOUR TRADE- 

 MARKS. 



To sum up, spend your money in judicious 

 advertising in magazines, newspapers, etc. 

 Get all the free advertising possible, you us- 

 ing your influence at home and abroad. 

 Talk honey yourself, and be enthusiastic 

 over it. Get a trade-mark, and make it 

 stand for something. Then the Honey-pro- 

 ducers' League will be on the road to suc- 

 cess, and be a powerful factor in the honey 

 markets. 



The problem is a complex one, and I have 

 not by any means touched all the points. It 

 will not be completed in a day. Mistakes 

 will be made. But don't make the greatest 

 mistake — not doing any thing. "There is 



