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We get our distribution town by town, then change to
national advertising. Sometimes we name the dealers who are
stocked. As others stock, we add their names. When a local campaign is proposed, naming certain dealers, the average dealer wants to be included. It is often possible to get most of them by offering to name them in the first few ads.
Whether you advertise few or many dealers, the others will stock
in very short order if the advertising is successful. Then the trade is
referred to all dealers. The sample plans dealt with in the previous
chapter aid quick distribution. They often pay for themselves in this
way alone.
If the samples are distributed locally, the coupon names the store.
The prospects who go there to get the samples know that those
stores are supplied, if a nearer dealer is not. Thus little trade is lost. When sample inquiries come to the advertiser, inquiries are referred to certain dealers at the start. Enough demand is centered there to force those dealers to supply it.
Sometimes most stores are supplied with samples, but on the
requirement of a certain purchase. You supply a dozen samples with a dozen packages, for instance. Then inquiries for samples are referred to all stores. This quickly forces general distribution. Dealers don't like to have their customers go to competitors even for a sample.
Where a coupon is used, good at any store for a full-size package,
the problem of distribution becomes simple. Mail to dealers proofs
of the ad which will contain a coupon. Point out to each that many of his customers are bound to present that coupon.
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