| When it is found necessary to sell a product there | | | | a line of goods which he has never pushed, but for |
| must be some definite series of plans by which sales | | | | which he thinks there is a sale. He will make up enough |
| are to be made. These plans make up what is | | | | of these goods to supply a small territory and then |
| commonly termed a sales campaign. Such plans may | | | | proceed to work that territory with the means that he |
| be made in outline; they may be worked out to the | | | | has at hand. He is not able, of course, to do extensive |
| smallest detail. Obviously, where every possible means | | | | publicity advertising or advertising for anything but |
| is to be used in making sales it will usually be | | | | direct sales in this territory, but he can use every other |
| preferable to make an outline of the scheme and fill in | | | | method of trade-getting that there is known. He may |
| the details as far as possible. How far this will be | | | | circularize the place, distributing samples, send out |
| possible will depend greatly upon the size and certainty | | | | letters, co-operate with the dealer and use every |
| of the plan which is to be pushed. A dealer with limited | | | | means possible to work up a demand except |
| capital who wishes to exploit a new product will | | | | conducting a general publicity campaign. Experience in |
| necessarily be unable to do much more than make a | | | | the marketing of his regular product will help him in |
| broad outline of the things he expects to do, and the | | | | determining whether the results are such as to put his |
| general means by which he helps to accomplish them. | | | | new product on a profitable basis. |
| On the other hand, take the case of a large industrial in | | | | Sure Schemes. This method of trying out a scheme is |
| the jobbing trade. Suppose this to be a leading | | | | the opposite of that used by a large manufacturer or |
| wholesaler of all kinds and grades of tobaccos. This | | | | jobber, who has the money and who knows that his |
| huge industrial, having ample capital and far-reaching | | | | product will succeed. When the promoters of Uneeda |
| trade relations, decides to go into the retailing business. | | | | Biscuit started out they did not need to make any try |
| It is possible for such a concern to plan a campaign in | | | | out, for they were satisfied that the scheme was all |
| detail for a year ahead. This campaign they can carry | | | | right and that it would pay. To quote a later example, |
| out as planned, for they have the trade experience | | | | when the same firm which had made such a success |
| from which to draw in making trade plans and the | | | | of a certain well known breakfast food decided to put |
| funds to put these plans in execution. | | | | out another similar product they did not need to make |
| Trying Out. Business is uncertain. This uncertainty has | | | | any try-out in a limited territory, for the experience of |
| brought about the use of methods the object of which | | | | the promoters and the field for the product made it |
| is to determine whether or not a plan under | | | | sure that the marketing would be a success. |
| consideration will pay. This is known as "trying out." The | | | | For a large manufacturer or jobber there is one thing |
| general scheme of try-outs is simplicity itself. Instead of | | | | to be remembered, that the try-out does not get the |
| risking a large sum on a venture of any kind, as small | | | | impetus that a campaign does. As a general thing, a |
| an amount as possible will be hazarded for the | | | | sales campaign will not reach its "gait" until everything |
| purpose of trying how the "paper plans" materialize. IT | | | | has gotten to running smoothly. In a try-out campaign |
| this test results favorably it is probable that the entire | | | | the employees who are handling it cannot become |
| scheme may be made to go. If it fails it means that the | | | | thoroughly accustomed to their work; then each may |
| plan must be remodeled. | | | | not have the faith in the product that the promoter |
| Try-outs may be applied to schemes in general, but | | | | does; finally, unforeseen obstacles are all the while |
| more commonly are used to determine the relative | | | | coming up. This explains the reason why in marketing |
| pulling powers of circulars, letters and advertisements. | | | | a product that so many times it is necessary to put a |
| Trying Out a Scheme. The ordinary method of trying | | | | great deal more money and energy into a campaign |
| out a scheme is as follows: A manufacturer may have | | | | than was originally planned. |