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GuideToAntiqueAndVintageFasteners

CHAPTER FOUR

CHAPTER FOUR Advertising

PROMOTIONAL PRODUCTS and ADVERTISEMENTS The B8 was a well built stapler that lasted for decades. Staplers as a promotional product represent marketing power. Whether 100 years ago or to the present time, one fact remains true, promotional products work. Promotional products serve several purposes. Customers will remember your organization long after they’ve received the product. In the form of a stapler, the promotional product is always at hand and serves as a reminder. Repeated exposure is always guaranteed when the product is a stapler sitting on your client’s desk. A quality promotional stapler will leave a favorable impression with the client, not only for the company that has provided the stapler but for the stapler manufacturer as well. The practice continues today, with several stapler manufactured providing their product for the purpose of advertising other companies. As a business owner, your primary purpose is to sell your product or goods. You want your product seen, you want your product on the mind of the consumer and you want the consumer to buy your product. The fastener industry wants the same thing. Markwell seems to have mastered their effect of the consumers. Above: Two examples of plunger caps mounted on the Hotchkiss Stapler Model 1. The example of the left is advertising the National Office Supply Company and the example of the right is advertising the National Cash Register Company. The National Cash Register Company gave the stapler away with each purchase of a new cash register. Every time your employees looked at the clock, what did they see? You look up to see if it lunch time and oh, yeah – I need to buy a few more Markwell staplers and several boxes of staples. BOSTITCH took advantage of this same opportunity by making their Model B8 available for advertising. 63

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