A Collection of 333 Successful Ways of Getting Business:
Cooperative Advertising

At this time, more than ever before, merchants are helping each other along the road to success. They have found that team work can accomplish many things that are impossible to individual effort. In almost every city of any consequence, the merchants are banded together for their common welfare. Instead of working individually and in many directions, their combined efforts are used to promote the welfare of the Association and its individual members. Much has been accomplished in this line, especially in the matter of bringing trade from surrounding territories, to the cities where the Associations are located. The following will give an idea of the manner in which these Associations work:
65. Advertising a City - The two reproductions shown here will serve to illustrate a phase of advertising that is being used with remarkable success by the merchants of some of the more important cities all over the country. Each of these ads is reduced from a full newspaper page - one of them appeared in the papers of Zanesville, O., and the other in those of Indianapolis. We have received many similar advertisements from other cities of the Middle West.
These ads are part of a scheme of co-operative advertising that is just now beginning to receive considerable attention. It will be noticed from the names appearing on these advertisements that these associations are not confined to any one class of merchants. They take in every line of trade. That is where they differ from most merchants' associations. The plan in a few words is this:
A number of the more prominent merchants of a city are formed into an association for exploiting and justifying the claims of their particular city as a buying center for all the surrounding country, taking in all the small towns and cities within a radius of from fifty to seventy-five miles. This involves advertising the city as a trading center and it also involves bettering the trading conditions of the city in every way possible.
It would be hard to say which city was the originator of this plan, but the honor probably belongs to Terre Haute, Ind., or to Indianapolis. Both of these cities have been working along the same general lines for many years with signal success, and now other cities are using the same idea with good results.
The Association at Indianapolis has been particularly successful and the general system in use there has been much copied. Louisville, Ky.; Buffalo, N. Y.; St. Joseph, Mo.; Columbus, O.; Duluth, Minn.; Dayton, O.; Birmingham, Ala.; Raleigh, N. C.; Evansville, Ind., are a few of the cities of importance that have business men's organizations modeled more or less closely after tlie Indianapolis plan. As the Indianapolis Association is attracting such wide attention, we give a synopsis of the methods used in increasing its trade with buyers of the country and towns surrounding the Hoosier Capital.
The Merchants' Association was first organized by ten of the representative merchants of Indianapolis comprising various lines. Successful from the first, it steadily grew more so, until at present the merchants, the city and the buyers are reaping splendid benefits from the system employed by the organization.

Extracted from "A Collection of 333 Successful Ways of Getting Business". Download the complete ebook from SuccessEsource.com for $5 (PDF format).

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A Collection of 333 Successful Ways of Getting Business: Cooperative Advertising

A Collection of 333 Successful Ways of Getting Business:
Cooperative Advertising