2274365The Story of Ginger Cubes — Chapter 12Christopher Morley

XII.

[A letter from Mr. Gray of the Gray Matter Advertising Agency to Nicholas Ribstone, proprietor of the Ginger Cubes.]

My Dear Mr. Ribstone: I do not wish to seem too insistent, but I am so interested in the success of the Ginger Cubes that I feel it is my duty to inform you of the tested methods in which prosperity has been attained by other manufacturers.

I am so confident of your eventually deciding to place your advertising account in our hands that I went ahead last week and had our Laboratory of Merchandising Survey conduct a preliminary clinic in the local field. Of course, you understand that you are not obligated in any way; but I felt that this was the most useful mode of helping you to envisage your problem.

Just a word about our Merchandising Survey work, which is headed by Mr. Henry W. Geniall. Mr. Geniall is a man who knows how to talk to dealers in their own language; he is a born sales engineer. He began selling in 1892 and has never stopped; though now he sells service instead of commodities. He is the author of a book which has run through fifteen editions, including the Scandinavian, entitled "How to Meet and Dominate Your Fellow Men," an autographed copy of which I am having forwarded to you.

The principle of our Merchandising Survey is to conduct a preliminary investigation of markets, in a representative field and on the highest plane of detached observation. Our Merchandising Surveyors are not to be confused with the street men employed by the less professional agencies. Most of them are college graduates; they are so tactful and genteel that they are welcomed by the dealers as valuable counsellors and co-operators; very often they are asked to stay to supper.

The survey we conducted shows conclusively that there is going to be a big market for Ginger Cubes if they are well publicized. We drew up the inclosed printed blank and questionnaired 100 druggists in the uptown section, just as a preliminary test. I have selected the inclosed at random from the returns, to show you the kind of thing. The others are being bound in a folder, which I will have much pleasure to lay before you on your return to the office, together with a tabulated analysis.

It is a pleasure to be able to put at your disposal all the resources of Gray Matter Service.

Faithfully yours,

GEO. W. GRAY,
Technical Director, Gray Matter Advertising Service.