MERCHANDIZING IN ACTION66354

[Music] this is metal gold merchandising in action the scenes that follow are live real unrehearsed no professional actors were hired for the occasion no stage sets were created when you see a store manager of a supermarket standing alongside the dairy case believe us that is his job in real life and the dairy case is our job at least we hope to prove so as this film rolls along when you see a metal gold demonstrator sampling ice cream or cottage cheese to a shopper you can be sure that she is a full-time employee of ours engaged in various of our merchandising activities and the customers you'll see are real customers we made no attempt to produce a film extravaganza these people are just going about their business and they were gracious enough to let us catch them in action between the processing and sale of metal gold products there is a series of important events that includes advertising of products displaying them in the case or carrier and motivating the consumer to buy them now that the big self-service supermarket is here the problem of merchandising is vital today we've got to pull every merchandising trick out of our bag if we expect to get the business and keep it now let's open that merchandising bag our plant sales manager here is working with an employee who also does in-store demonstrating and sampling for us we found that it is far better to use our own people as demonstrators than to hire an outsider on an occasional or temporary basis sales managers and supervisors should be ready to pitch in on a demonstration or promotion too no matter who is to do the demonstrating we still must do a good job of briefing the demonstrator first thing is to become thoroughly acquainted with our product have you ever talked to a salesman who hemmed and hawed and fumbled the ball when you asked him some specific question about his product you probably entered the interview in a hurry every minute spent in arming our demonstrator with all the facts is well spent no telling what you'll be asked on the scene of the demonstration and any hesitating on her part may mean the loss of the sale here our man is giving a detailed explanation of the particular product we're promoting a very helpful tool for our sales manager and later for store management is the demonstrators report form it gives us a record of the sales and the success of the promotion and it makes excellent evidence to produce at the proper time to the store manager we can learn a lot of things from the demonstrators report form it will give us the chance to review customer reaction as observed by the demonstrator and we'll probably get many ideas for improving the next in-store promotion two heads are better than one particularly when one of the heads is head man never overlook the fact that we're in a store only because store management has approved of us and our product to put on any kind of promotion or special product push we must work hand in glove with the store manager just as our metal gold man is doing here when you're going to talk to store management there's nothing that will sell him more surely than a few facts and figures about your products and their sales from his shelves our sales manager here and a good many in our other plants too sees to it that daily weekly and monthly records are kept on supermarket sales of metal gold products the comparatively few weekly hours it takes you to compute the sales of an individual supermarket are well paid back in the effectiveness of the selling tool a record book represents this particular book records a five-year history of sales month by month for this supermarket seasonal trends can be pictured at a glance and don't think the store manager won't eat up the facts there's something solid and satisfying about neat accurate figures in a book particularly when they apply to your operation supermarket managers are eager to know what's going on and we should want to know too our sales manager gets a ready ear to his story from this store manager we've really won him to meadow gold and we're keeping him sold there are many ways to sample mighty good meadow gold ice cream that one of the best and most effective is with the spoon here our demonstrator is all set for young america and her mama with half gallon carton in hand and spoon poised and ready for the dip in it's just a matter of seconds before mother and child will be treated to the ice cream spoon sampling is economical and speedy a disposal can nearby keeps things clean and tidy back now for a free moment to arranging the cartons in the case it's all part of the demonstrator's daily dozen each carton must be facing right ship shape in tidy order neatness and tidiness particularly in the handling of food in or out of the container are very very important now our demonstrator lady samples with an ice cream cone the customer of course gets more for free but it is still a very effective way of selling our ice cream as with the spoon sampling the demonstrator samples out of the half gallon she is promoting one big advantage of the cone sample is that no disposal problem is involved assuming of course that our lady sharper each down to the very bottom of the cone and from here it looks like she will note that the well-trained demonstrator talks as she samples every word counts and they will all ordinarily add up to a sale be very courteous and handle that spoon or cone neatly and slowly as you pass it to the shopper always a highly successful promotion the combination metal gold half gallon ice cream and pint of sherbet are a perfect pair for pushing a sale a combination deal like this permits you to set a special price which adds to its effectiveness making the combination package attractive as a combination is all part of the deal here we've used red scotch tape as a wrap around identification of the two products is still easy and the color of the scotch tape alone attracts immediate attention to the double wrap bar she blows of course we mean the balloon in case you didn't know it the balloon promotion is always a good one it is inexpensive and comparatively easy to set up most important of all it wins over the children stops mama practically in her tracks and forces her into an immediate sale of a metal gold product as in all properly conducted promotions our man must be on the scene to service the promotion one of the most basic techniques of merchandising is the mass display such as this one even an unattended mass display with a good hard-selling point of sale piece showing price clearly usually pays off well remember that in setting up a mass display we can and should take advantage of various locations an island display or end of counter display like this one is very effective get as near the dairy case as you can either ahead of it or across from it here for instance we use the mass display as the backdrop for a demonstration sampling promotion the display caught the attention of the passerby our demonstrator courteously offered a sample drink out of the small cup and noticed the demonstrators samples from the type of carton offered in the sale after the sale is made comes the equally important task of keeping the display clean and neat well arranged the self-service case or shelf is in itself an important display medium the more rows we can get the more products we can display the better sales will automatically show study the flow of traffic and test for the best spot in the case the store manager will go along with you if you can show him results and testing for location even in the case itself can come up with some surprisingly good sales ammunition for you maybe we'll get to add only one or two rows at first notice incidentally how carefully our man here handles the product he sets the rows in the case neatly and he watches for leakers this fellow has been around he knows how important it is to take his time handle with care now a close study and comparison of sales figures with a similar period before we added the new rows will tell the story now let's take the case of the case itself with relation to traffic flow and the strategic placement of our products in the case does the middle section get the heaviest play then we'd be smart to plan our product display accordingly to gain the biggest advantage of the way the traffic moves maybe instead it's the left side of the case that proves to be the heaviest sales area then again we may find the right side gets the most play first we've got to make sure just what does happen at the case and this requires a little survey do shoppers move from right to left of the dairy case or do they travel from left to right much depends on the physical layout of the store where is the dairy case in relation to the produce section the meat department the main aisle these are all important factors to be considered there's no simple formula you can apply the best way to determine traffic flow is the hard way go into the supermarket yourself on a busy day and study the flow of traffic just as our man is doing here watch every move of the shoppers notice where they look where they pause that's what counts by carefully observing and noting these habits of shoppers as they pass the dairy case we can learn a great deal we can determine whether there are any blind spots in the case areas that are completely overlooked incidentally point-of-sale material set up at these spots should increase sales and the study will show us whether butter for instance should be to the left or the right of milk where the cottage cheese should go we can learn much and what we learn can be translated into increased volume which is always good news for the store and for us one thing is certain a study like this can bring only good results whatever we learn will be our gain and it's worth every bit of our time and effort here's an island tub display featuring our cottage cheese now let's take a close-up look at this display not particularly elaborate is it it would hardly require the services of a display studio yet tub displays like this are consistent sales producers a fact proved by dozens of our plants weekend after weekend now let's turn the time machine back and see how this display is put together first our men build the base nearby wire baskets or wood crates will do now comes the tub itself notice that a drain plug has been provided to release the melted ice a pail of course beneath the tub catches the drain off with the tub in position the crushed ice now goes in this will make a cool fresh bed for our product note the care our fellows take let's always avoid mess two bags of ice will more than do the trick one man empties the bag the other smooths over the ice bed and brings it up to the proper level two inches or so below the rim of the tub now comes wrapping paper as a skirt or apron that masks out the base and forms a neutral background for the point-of-sale material that will soon go around the tub two men are better than one at this job we're ready now for the point-of-sale pieces which we scotch tape at the rim of the tub and on the skirt next comes the job of placing our product on the ice bed we want to make sure this is a neat product display which means we stack the cottage cheese carefully on the bed no building blocks boys we want a display that won't fall down and go boom we're almost in business now and here's the final touch this almost eye level sign stops the shopper in her tracks and impels her to reach for a carton unattended tub displays like this will produce from four to even ten times the normal sales volume and don't think this doesn't please store managers better make plans right now for a tub display and watch those sales climb a sure fire promotion can be built around related items here we get the advantage of a combination price where we can split the price cut between two items and come out far better than out and out price cutting on a single item cottage cheese represents a particularly fine product for combinations it is doubly appetizing when offered with a colorful fruit as in this case cling peaches our demonstrator friend is still on duty she arrests the shoppers attention by holding up the two items a two pound carton of metal gold cottage cheese and a standard size of peaches she talks her story and mr shopper takes on the deal he's been sold an unattended display and good point of sale make a powerful pair in any promotion and bear in mind that it takes just one man to service three or four stores with unattended displays your advertising and sales departments have available for your use a wealth of point-of-sale posters such as the one pictured here in the very design of the metal gold cottage cheese carton and all of our other cartons we've carefully developed a package that will arrest the eye if you ever saw merchandising in action this is it as you see the two young ladies here both of them regular employees of our metal bowl plant are putting on a live promotion of our cottage cheese in the two pound carton one of the girls is packing the cartons on the scene she's scooping it out of a stainless steel tank decorated with point-of-sale posters without a single lost motion she packs then weighs the carton and hands it to the other demonstrator who is doing the active selling job there's a lot of enthusiasm behind this demonstration and did it pay off well in the two-day weekend promotion this very demonstration produced sales of 2 000 pounds of cottage cheese a full ton let's face it a mass display that turns into a mess display from failure on our parts to service it right and keep it neat and clean can do a whale of a lot of damage to our relationship with a super manager part of the job of our sales managers or supervisors is to make sure that the display is kept trim and tidy it is important that our supervisor or sales manager appear on the scene personally the personal touch helps keep management sold on us also remember that this display was placed in this particular spot in the first place because our man had previously worked it out with the store manager they had carefully studied flow of traffic relation of location to the display and many other factors it was smart team play that put over this promotion there are times of course when it is to our advantage to participate actively in a store opening like this one though the cost is often high both in actual dollars and in the time and effort we put into such events we do get a full line into the store and we cement a long-term account this kind of merchandising on a grand scale calls for careful attention to every detail from the stringing of penance over the parking area to festooning the store throughout on this particular store opening we went all out because it was a major super in a very advantageous location our metal gold car piped out music through these loudspeakers all over the area and then it was parked here at the store for the opening week inside we did a terrific job our advertising department worked closely with our local plant to provide all the in-store posters balloons banners and whatnot that were required to dress up the opening the animated clown and ferris wheel were sure fire attention getters and do you notice that we have rows upon rows of shelf display as well as a fine sherbert glass premium at night the carnival atmosphere really caught on just look at that setting there's all kinds of color and movement here isn't there and we helped the carnival promotion along with rented searchlights they are a surefire promotional gimmick here was metal gold merchandising at its most glamorous and festive you can bet your boots will hold this account if you will permit us to divert your attention for one moment from louie the scoop and the three young ladies seated at this counter will tell you something interesting about this particular fountain actually it is operated in a supermarket the idea of a fountain stop in a big super is beginning to catch on and it's a trend we should watch closely it may prove plus business for us in many places did you notice that our friend louie has a winning personality not only that but he's neat and tidy wears a very warm smile takes a real interest in his patrons the well-trained soda fountain clerk can do a lot for the business and we can often be helpful in training him notice all of the advantage we are taking of display above this case we have excellent point of sale we identify for the shopper the complete line of metal gold ice cream sherbet ice cream pies cake rolls every single item in the case has been clearly pointed out and the pricing which is provided in this type of advertising is utterly clear to the shopper k advertising like this which completely covers the items in our line is very desirable both to the store manager and to us we want to encourage you to go after this kind of complete point of sale presentation wherever you can it's one of the best ways for us to put over metal gold products remember ice cream in the supermarket is an impulse item the shopper is attracted to it when she sees it that's why the more display space we can give the complete line of ice cream the more opportunity we have to sell more ice cream and ice cream products let's not overlook institutional business restaurant stops like this one can be very productive for us particularly when properly trained waitresses and good point of sale on the wall help us sell more product this young lady suggests ice cream with the pie directs the patrons attention to the point of sale peace no question about it being metal gold is there the two metal gold shields on either side of the wall point of sale are excellent brand name identification as we have said so many times at our meetings the metal gold name has tremendous popular acceptance as a quality food line a restaurant can help a great deal in reminding patrons of our name again here as in the fountain stop product and price are clearly indicated on the wall menu restaurant management should be encouraged to use back bar type of material like this never forget that butter patties in the restaurant stop are also excellent product identification and of course the restaurant likes them because they spell out not only metal gold butter but all the quality value behind the name our cottage cheese makes an excellent restaurant item too for one thing it gives management portion control then two when served with peaches pears or other fruit and with rye crisp ritz crackers and other combinations it can be made very colorful and appetizing it is a very versatile food cottage cheese salads are quickly and easily prepared another plus point we should have little difficulty selling this product to restaurants in case you don't recognize the little lady on the stage it's our own beatrice cook who does a tremendous job of goodwill building for metal gold products this cooking demonstration she puts on represents still another type of promotion that is available to practically all of our plants beatrice cook who in real life is pauline pearson puts on these hour-to-hour and a half cooking shows all over the country and maybe you don't think the ladies go for them she brings practically all the major props she needs along with her when she goes on the road this table and audience view mirror is a most important part of her equipment the ladies can see exactly how the recipe is prepared and they don't miss a twist of pauline's wrist the cooking school is so popular wherever it is put on that we often get repeat requests for it six months or a year later at gold's department store in lincoln nebraska the show will be held this spring for the fourth consecutive year and it will probably draw a crowd of up to 500 homemakers on the two days it has given in pittsburgh as a major feature of a city-wide food show it was the chief point of interest and it was the same at topeka kansas muncie indiana and durham north carolina where incidentally the demonstration was put on a large moving picture theater with a crowd that packed the place at each cooking school pauline passes out recipe cards featuring the meals or dishes prepared during the demonstration these recipes do a big job of selling metal gold products keep your eyes open for the possibilities of a cooking school in your area let's go places shouts the cover design of this campaign kit and going places we are according to reports we're still compiling on the big company-wide cottage cheese push during february and march of this year that 10-day all-expense paid vacation in mexico makes your mouths water doesn't it fellas and that's part of the formula that has helped these company promotional drives of ours hit the heights in unit sales coming through this kit with our sales manager friend we're sure you'll agree that this is a complete promotional package all the material you could possibly need to build sales effort in your plant to an all-time high and to get the boys out there pitching for prizes and other incentives the package always contains a number of result producing bottle hangers for the retail men and store posters for you wholesale man we offer flashy premiums that will attract mrs homemaker and mrs shopper and we give you a colorful route man sales contest idea that is easy to put on and doesn't cost too much either from cover to cover we try to pack these kits with all the tested and proved merchandising and incentive building help we can put into them are these company-wide campaigns going over a glance at our national sales figures makes us come up every time with a rousing yes they give you a goal to shoot for and all the incentive you could want as a certain popular comedian would put it these days and there you are and here i am all we can add is this metal gold merchandising in action means metal gold products moving off the shelves out of the case and out of our home delivery carriers too as long as we keep them moving we'll hold our present accounts and we'll land the new ones but if we ever relax on merchandising we'll be asking for competition to take over now it's up to you man you've seen actual metal gold merchandising as it is successfully carried on today future action depends on you how about a little post grip then let's give credit fellows where credit is due hats off to the director producer photographer film editor who made this production possible it's barney wongus you