Twenty-Fifth Anniversary Book PDF, ePub eBook

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Book Descriptions:
This book was published in 1921.

FOREWORD

THE biggest little thing in the advertising world that
has suffered much in the past both from prejudice
and ignorance has been the Trading Stamp. The
Sperry & Hutchinson Company has owned, developed and
operated the Green Trading Stamp Service for a period
of twenty -five years in the face of all of this opposition.
As the promoter of a Discount System for Cash Trade,
it has been my ambition to welcome all manner of investi-
gations from Federal Trade Commissions, public bodies
and individuals, with an idea of ascertaining just what
our troubles were and with the further idea of informing
those who had a prejudice or were ignorant of our propo-
sition in order that they might become better acquainted
with it.

Of course I know as you must know that twenty-
five years of doing business with merchants has brought
us much experience and has taught us many things that
no one could know or learn excepting from this experi-
ence; and likewise it would naturally follow that the
Trading Stamp idea had been studied and quite thor-
oughly understood by those agencies in the business world
that are supposed to stimulate sales and aid distribution.

I believe all of this has happened, for I know that we
have more satisfied merchants doing business with us, and
the business is on a higher plane than it has ever been.
I think it is fully understood to-day that the merchant
who uses our Discount Service does not use it in place of
anything else. I mean by that it does not supplant his
advertising expense, his billboard display, his show win-
dow dressing expense, his delivery service, or the many
other things that he offers by way of inducement. Ours
is separate and distinct; operates in a field all its own;
and attaches itself to the community that trades at the
merchant's store only by reason of his propaganda and
his continual advertising of our Service as a feature of his
store. Those who have done this are the ones that are
now using Stamps because they have obtained the results
that justify a Stamp Service.

The idea of the use of premiums for the promotion of
trade is still strong in the minds of everyone in every
country, everywhere. It is so natural, so reasonable, and
so practical when worked out in the form of a Discount
Stamp Service that the buyer not only lends himself au-
tomatically to the saving thus offered him, or her, but it
becomes a habit and thus do we promote not only prac-
tically, but automatic savings, or thrift.

Inasmuch as the trade that is promoted by the use of
our Discount System is a cash trade, it cannot well be
said that we are promoting excessive or useless buying on
the part of the public; and since 1915 we have stopped
the prostitution of the Stamp by using it too generously.
A Stamp to-day is the token of a discount on a ten-cent
cash purchase at a merchant's store, and, as such, it can-
not very well be condemned as being either ethically or
economically unsound. Nor is the sale of the Stamp to-
day being so generously pushed as to have any of the ele-
ments of a parasite. The "S.&H." Service is sold on
long-time contracts to good merchants and at a standard
price; and I maintain that it is far better for this System
of Service to have the single management of a national
organization such as ours than to be left in the hands of
the individual merchant to handle as his own difficulties
and local trade conditions might determine, and where
he could not have the advantage of our experience. The
public has a better understanding to-day of the value of
the Stamp and the meaning of its Service, by reason of
its being a national system for twenty -five years, and the
merchant is and should be free from having to compete
with other merchants in the same town giving individual
stamps and having no control over the same or the crea-
tion of a large stamp liability.

Twenty-Fifth Anniversary by Sperry Hutchinson

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