. Hardware merchandising August-October 1912. pot would not be large enough tojustify the expenditure which the boothmeans—though I must say we sold a lotof electrical goods last year—but thefuture sales, which are at least partiallydue to the exhibit, make that mode ofadvertising profitable. Often monthselapse, and then we make a sale of goodsize, which is directly traceable to thatfall fair exhibit. Public exhibits of this nature are inmany respects similar to window dis-plays, and are always examined by alarge number of prospective buyers. Inthis way they are a help to merchand-ising. But t
. Hardware merchandising August-October 1912. pot would not be large enough tojustify the expenditure which the boothmeans—though I must say we sold a lotof electrical goods last year—but thefuture sales, which are at least partiallydue to the exhibit, make that mode ofadvertising profitable. Often monthselapse, and then we make a sale of goodsize, which is directly traceable to thatfall fair exhibit. Public exhibits of this nature are inmany respects similar to window dis-plays, and are always examined by alarge number of prospective buyers. Inthis way they are a help to merchand-ising. But they differ from a windowin this respect, that they make possiblea more direct demonstration. Questionscannot be asked and answered througha window, but they can be and are askedand answered over the counter of anexhibition booth. Keep Clerk in Charge. This is a side of the question whichit is well to keep in mind. A good dis-play—especially one which has someunique feature—will attract attention,and prove a good advertisement for the. W. F. Macpherson, second vice-presi-dent of the & particular line shown, and for the store;but the value is more than doubled ifa clerk is put in charge of the many cases it would not be neces-sary to have him in constant attendance,but the man should be there when peopleare crowding through the building. Such a clerk—if he be the right man—can do a great deal, not only to makethe display more effective at the time,but to make it prove of greater benefitto us in the future. He can explain thegoods shown, and the number of re-quests for such explanation is remark-able. There is no doubt whatever thatmany people come to fairs to learn. Theyoung people may attend only for thegrand stand performance, but a largenumber of the older heads come to seesomething new. Handing Out Advertising. Then we have found it wise to cir-culate pamphlets and advertising matterat the fair. People expect to get some-thing when they stop
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