Glancing Back: Stock Up, Make the Sale
Not Sheepish About Vaccines In the May 22, 1950 News, there’s a report of a pharmacist in Bloomfield, IA, who installed a display refrigerator in his prescription department for the sole purpose of housing animal health biologicals. After putting in this 10-cu-ft refrigerator, sales to sheep farmers increased 200%, stated Elmer Bryant, head of Bryant Drug Co.
Bryant found out that many sheep farmers had been getting along without using biologicals, which, with the correct vaccines and antitoxins, could have saved the lives of numerous ewes and lambs.
He conducted a survey among neighboring ranching communities to determine how big the local market was for those biologicals. Bryant learned that though the stockmen were familiar with biologicals, few used them. “The average stockmen agreed he would be willing to experiment with different types of biologicals providing they were kept handy in the community,” said Bryant. “Therefore, the logical step was for us to set up such a department.” The biologicals kept on hand were hog cholera serum, penicillin, streptomycin, and other drugs for combating infection and seasonal diseases that were known to attack livestock in that area.
The refrigeration unit had a sign on it that read “We have your biologicals, vaccines, and antitoxins under proper refrigeration.”
The refrigeration unit installed had a sliding glass door that gave a clear view inside. The 1-hp condensing unit was mounted in a rear room that could provide a temperature lower than 30Â°F if desired.
Fire Up As reported in the May 23, 1965 issue, the conventioneers of National Oil Fuel Institute were told that a campaign in the New York City area had been so successful that several hundred gas furnaces were replaced by oil.
Thomas F. Hanney of Hanney Fuel Oil Co., Brooklyn, said that in 1961, “There was a tidal wave of conversions of oil to gas heating. We had an ‘ethical’ advertising campaign that didn’t mention the competition, but the gas company advertised ‘Yank the tank.’ ”
“We finally reorganized and started a no-holds-barred campaign,” he said. The campaign was principally directed at Brooklyn Union Gas Co., but other targets were Consolidated Edison and Long Island Lighting Co.
“On Long Island, 192 builders have come back to oil from gas,” stated Hanney. He added that a Staten Island dealer replaced more than 300 gas burners for oil burners.
A survey revealed that customers who switched from oil to gas did so because they needed new equipment.
“Oil dealers are too busy playing golf to check on their old customers’ needs. Our success in past years is what’s wrong with our industry today. We have too many fat cats. How many of you oil dealers talk to your customers at 8 o’clock at night? Gas people do,” Hanney said.
He also reminded the listeners that a dealer association can only do so much when it comes to running an advertising campaign. They can plant the idea in customers’ minds, but it is up to the dealers to make the sales.
Publication date: 05/21/2001