Our small city of 15,000 is no exception to the rule that every community, however progressive it may be, is bound to have temporarily vacant stores and store-windows, due to changes in business, new construction, etc.
As our own sales-room windows are inadequate for the amount of this kind of advertising we want to do, I put into action the idea of using other windows in town as fast as they became vacant.
The big link between our Company and the owners of window space was the following sign which I had printed in attractive colors on 24” x 36” light gauge sheet iron. The name of the owner was changed from time to time as occasion demanded, permitting the same sign to be used in several different locations.
FOR RENT
It is Wired for Electric Service
and
Equipped with MAZDA Lamps
Inquire of
J. Brown & Company
Although I had had this plan in operation in different windows for three years, we have had to pay no rent, the owners agreeing with me that an attractively dressed window with a large “To Rent “sign was more apt to land a tenant than those having empty space and with windows pasted with show-bills. Most merchants, too, have some civic pride in the appearance of their streets.
Using the common cheesecloth for decorating the floor and background where necessary, and taking advantage of the splendid advertising material put out by the lamp manufacturers, I have been able to make attractive windows quickly and at very little expense for trimming material.
Campaigns for house wiring get a big boost through this method of advertising, as also does the sale of MAZDA lamps, fixtures, and appliances. Our displays are on duty at all seasons. During cold weather electric heaters and fans keep the windows clear of frost. Lighting is controlled by a timeswitch.
As soon as a window we are using is rented, I look for another, preferably on another street, thereby reaching new people and new territory. Where conditions demand it, we run temporary service leads into the building from our lines. This is not necessary, however, in most cases, as nearly every store building is now wired.
This scheme has been a big trade-puller for us, and should do as much for any other dealer or central station.