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About Tillamook headlight. (Tillamook, Or.) 1888-1934 | View Entire Issue (April 20, 1923)
FRIDAY,APRIL 20, M THIS ISSUE, > 8 PAGES I It is an impersonal, indirect CHEESE MADE FAMOUS! gestion. method of selling. It will work for standardized products that live up to the qualification- r ,.;esented by the advertising. Personal salesman meant that he knows both how to ship by contrast is selling by per make cheese of required merit and suasion. It is direct, but costly un how to work as one part of a team of der present conditions. twenty-five makers through their cor “To gain the permanent good will relator to put out a rigidly standard ized article. Millions of people have of all parties concerned required work learned how to merely work with of a varied sort. Bill boards and products, few have acquired the art newspapers suggested to consumers of working harmoniously and success that Tillamook was really a better fully with other people. Tillamook cheese. Personal contact with brok cheesemakers have achieved the suc ers, who are salesmen employed on a cess of working satisfactorily both commission basis instead of by sal with farmers on the raw material ary, convinced them that better mon side and with their chief inspector— ey was to be made by pushing this trouble chaser—educator, Mr. Chris special commodity. Then there were tensen. To make the inspector's work wholesalers to enthuse with a point stand effective where some dispute of view that retailers would need to arises as a result of this teamwork secure large amounts of this cheese on the part of farmers, chees»makers because advertising, selling by sug and their correlator to help them mu-, gestion, wins many satisfied consum tually create a standardized high ers where only a few indifferent tmes quality product, the general manag were found before. “Finally, the retailers had to be in er of the Tillamook County Creamery association is able to carry out his formed by the help of broadsides, plans to create and maintain another dealer helps, and the co-operation of kind of teamwork between consum- wholesalers, how to price and display ers, retailers,, wholesalers. brokers, cheese to make more money. More and himself which disposes of this money to .the retailer comes by ren county’s cheese to wonderful advar.t- dering better service to consumers. This means selling more of the better age. “From 1903 to 1917 Mr. liaberlach cheese at narrower margins. Strange merely disposed of the cheese he had to say, few retailers believe this until to convert into money. He did this they have tried it. Part of the ef work in competition with Wisconsin fective work of advertising is this ed Belling methods and with a product ucational work that is carried on with which, like Wisconsin cheese today, the retail trade. It leads retailers to was mostly after all merely cheese. make more money by selling more To be merely cheese means that it cheese and does away with the out differs in quality from time to time worn idea thatthey can make the most so that no one can tell whether a pur money selling the least cheese. Ex chase is bringing what is wanted or cessive margins insure light sales. This is a day of making most by serv not.” Mr. Macklin next tells how, with ing most, Gone is the age when mar the Tillamook product in a fair way can find fortunes. They are to be to becoming the standard throughout had only by the making.” the world for this variety of cheese, The author shows how the buying the aid of Botsford-Constantii, - com public appreciated the trade mark pany, advertising agents of Portland “Tillamook” that was carried on each was obtained to put the product be cheese, and the reaction to this pro fore the people and create the re tection which he has shown in the markable demand that has gone out. following table: (Continued from Page 5) ADVERTISING WINS PRIFITS ON WORTHY ARTICLE Net gain through Year Cheese Advertising expenditure advertising using Wis. price as base produced shown as by Cost Gain sales Grand total per lb Tillamook per lb gain ofr ind. Value Lbs. Cts Cta 1918 5,036,900 None .15 .04 1919 6,991,259 .69 .22 2.07 1920 0,436,600 1.25 3.55 .37 6.722,893 1921 1.70 .39 4.65 1922 1.58 6,615,957 .41 6.04 "In 1918 with a standardized aritcle “Before developing the merchandis in sufficient quantity to merchandize ing program this table shows that or Htart Helling in an expert manner, Tillamook prices were below Wiscon Mr. liaberlach commenced advertising sin. Since putting the program into cheese under the Tillamook brand. In effect, including advertising as a part other words, he commenced to build of the work, the prices have not only effective teamwork from his sales of shot up well above Wisconsin prices, fice to the final consumer. Another but are continuing to rise proportion word for the teamwork implied here ally each year so that there is a wid is simply good will, the kind of satis ening difference between the respec fied feeling that makes a man a boost tive prices in favor of Tillamook. er where formerly indifference occu "During 1922 this difference be pied the place from which good will tween Tillamook and Wisconsin pric alone can grow. Indifferent quality es as still further enlarged to .5 cents and dependability can never find more per pound so that Tillamook farmers than indifferent consumers and hence received prices of around 30 per cent receives only indifferent response higher than Wisconsin farmers. Thus at a cost of about one-half cent per from the trade. "The manager of this Tillamook pound for advertising in 1922, Tilla farmers’ co-operative marketing or- mook farmers in their fifth year of ganization knew this and acted ac thia work m tted an additional •’ coni i rordingly. He knew that consumer return per pound. “The prices of the two regions ere good will was the most valuable asset that any marketing organization compared for 1922 in the following could possibly win. Moreover, to ob tabulation. "To appreciate what this consumer tain uide-ptvad and active good will he realized that it is now cheaper to and trade good will is doing for Tilhi- introduce and sell a commodity by mook farmers through the operation suggestion than to follow the more of their co-operative marketing sys- observe following tabulât- costly method of selling by pelsua ■ion. .Advertising instiling bu sug BARKER BREAD Also makers of LUXURY BREAD ('RACKED WHEAT WHOLEWHEAT HONEA - FIG HE ALT! I BREAD ROLLS. BLNS. ETC. THE INFLUENCE OF ADVERTISING A WORTHY article Acreage Acreage Difference of weighted annual Tillamook Tillamook price Year Tillamook Wisconsin advertising above as below Cheese Board cheese expenditure Wisconsin price prices prices Cts. per lb Cta per lb Cta per lb. 1.30 minus 15.09 1915 None 13.79 .81 minus 17.57 1916 None 16.76 minus .57 24.09 1917 None 23.52 .68 minus 27.05 1918 26.37 $ 2,042 2.29 plus 30.11 1919 32.40 1 1 3.92 plus 25.71 >1920 24,280 29.63 5.04 plus 18.02 1921 26,3 ->9 23.06 6.45 plus 1922 19.34 27,024 25.70 “The facta in this table mean that does what no cheese board ca ever each dollar spent by Tillamook for ad do for farmers. It represents organ vertising during the year brought in ization functioning in an almost ideal 1919, $9.41; in 1920, $9.60; in 1921, manner with wonderful efficiency, $11.92; and in 1922, $12.72. This is bringing better results to farmers and the big game that Tillamook farmers unrivaled service to consumers. The are playing, thanks to their organi trade is back of the program because zation and to leadership that ceased it, too, has learned that real co-op to damp their product, ceased to com eration is not destruction of worthy pete with mediocre possibilities of a middlemen but their very making. “While farmers are becoming en mere Cheese Board or unsatisfactory auction method, and began to mer thusiastic about the possibilities of chandise a superior product in an up- advertising, let this experience of Tillamook stand out ever sharply in to-date, scientific, modern- way. “Tillamook has won success be their minds as a reminder that mer cause it renders unexcelled service. It chandising is vastly more than mere standardized product branded "Till its superior PMduct/W selling It is also far more than mere amook.” It is standardized both as where it was advert^W Tillamook won a much to nigh quality and in pack. advertising- could maintain the gtK>. ■ — deserved success 3 because during 19 "Fourth, Tillamook cheese, which consumers by enabling Jl Zra of steady plodding work her is standardized better cheese, is both leaders constantly strove to appl> attractively named and appealingly as much of the produ*t, ■ and finally put in force theJ0“0™”* advertised. It has been made known ed at any time. “Seventh, Tillamook seven fundamentals of merchandising. to such an enormous number of high who have produced exJw “First, the Tillamook organization ly satisfied consumers that the sales is a co-operative commodity maiket- system has found more than “two had it made by their ing company owned by dairy fa • ui. satisfied consumers where only one best cheese, have receiZ' 1 pnee for which this ch2* It renders unexcelled service wi . different purchaser existed before. to consumers." Afte great efficiency. "Fifth, the Tillamook sales organi "Second, the Tillamook farmers zation has gained the full and hearty quate and stimulati list the sendees of who built this system deliver to it all backing and co-operation of the nec cheesemakers and tl their product that goes into commer essary distributing trade. In doing costs of the merchi cial channels. In fact, it was to have this it has selected as its workers Tillamook farmers ,,a¥e the company do all their business that superior brokers, wholesalers, and re the money for which'Z, they built it. tailers who put personality into their sold. They, therefore “Third, Tillamook farmers deliver work of selling cheese. premiums which alone / nothing but the finest milk which is “Sixth, Tillamook has maintained while for them to turn made by loyal and ambitious cheese- adequate year around distribution of | and better cheese. makers into the superior, Hgidly, -mt mwi Success Without Myste ¿Make the Approach Io your home Inviting When a car as good as Overland is made better—» at the lowest price in history—and when people Welcome it with ringing praise—and call it the greatest automobile value in the world—there is naturally no mystery in the tremendous increase u| Overland sales, both locally and nationally. ftt the Owriaad 4dwrrts«a»#»r fo tin AprU Hth Saturday Baeatag Fasj'i WHERE the eye» of visiting frk i rest first, there signs of wear should be covered a >d brigh'ned up. Porches and steps can be bright d with Fuller’s Porch and Step Paint. This pa: t will withstand grinding heels, scraping feet and > rubbin,.. (louring Then, for the bouse itself, the pe > a, p>. ale- trades, the window frames, etc., there arc Fuller’s Pure Prepared and Phoenix Pure Paint.These paints are made of Pioneer White Lead, rate z:i>c, t u e linseed oil and pure colors, perfectly combined in correct proportions. Whatever your painting n ■•■1, W. P. Fuller !: Co. makes a print for the purp-e Tf.cr. . a local ate or dealer who sells Fuller paints. Our Service De pa inert will g'-lly mail a little “Home Service’ booklet. Why not buy your paint, or write, today! STAR GARAGE DRtVT AN CVFRtAND IND REALIZE THE DIF W • P • FULLER & CO. ' jol Mission Street, San Francisco IS Branches in PaciAc Coa«t Cities Factories: Saa Francisco and Loa Ao^elea r F uller PAINTS I NEI SON & CO. Bay < > Or-. GEO. AV. I’HEI.I’S, G. r.baldi, C-T-C Tires Conserti VARNISHES \. < & H. A' PERSON Nehalem, Ore. The Better Cord Tire W as a Natural Development Few motoriata would willingly pay fancy price« for oil if they knew rb.” —e kn-'w about Zerolene. which sells for about half tue price ot many other oila. Zerolet.c, r.t.ide ft >m selected Naphthenic-Baae Crude • nd vacuum-distilled by our exclusive process, stands up better and givea better, continuous lubrication than any oil we have r-en and tested or be-n able to produce. One of the best proofs of thia is. that a car lubricated with Zerolene averages 5% better in gasoline mileage than a car lubricated with other oila, as shown by repeated laboratory tests Even more important, Zerolene will run a car from 2S% to 50% farther before carbon- removing operations are required. Insist on Zerolene—even if it does coat leas. Consult our Correct Lubrication Chart to determine the correct oil for your car. STANDARD OIL COMPANY' C-T-C Cords are as important a develop- Hc tires °rdir'lry cord tires ovcr fab- I. ' i! . , comme to the north,vp rr.-ud : re a ‘ ; . k ft ”, >•?■-? .17 _,or. ,T-C s to plan, build and , ‘■«va.'.e way even before their ° e.ree’ a»d »he most im- , plant in America. Structee. sidewalls «e^oshMk bC'd «m- leng staple combed co ton * hand's 1^' rubbers and proved compcundinr and ând'b“dt processes, im- non-skid tread that th?.. H ttmi'fla*> wear-resisting, marked “ these “»Provements are definitely mum ntikL'under^O^k?^«^ advan,a«e of maxi dr »he cord*, you are noW1d“< “?a^.,han Prescribed nding comfort ar.d reduced P“9 means greater expense on your car M and ,ear and upkeep 30.3', ..u ' , Tc'i.'n upply fresh bread every day. BARKER BREAD CO PORTLAND, ORE. ■™rrsw^ríranníiMf»fasi»«wsra Cenge Ml geödeter ¡M 30.3 and NELSON ELECTRIC co "OKU.'^Corpora non