Avionics News July 2017 - 59
public fears about food safety, the kitchen, including the
of the ads you see today on the sides of buses - by sending
grinding of meat, was on view to restaurant customers so
carriages covered with signs driving around New York
they could see for themselves the cleanliness of the kitchen.
City to attract new visitors to his museum, which boasted
This intense branding was a success and led to more White
400,000 paying visitors a year at its height.
Castle locations, making it the first fast-food chain in the
The first customer reward program? Sears, Roebuck &
Co., the once-flourishing consumer catalog company, was
But it wasn't just branding that is part of White Castle's
known for many marketing firsts. One of them was a plan
marketing history. The company also pioneered employee
devised by Richard Sears in 1905 to expand his business,
communications with a newsletter launched in 1925 for its
relying on customer referrals. He wrote to the company's
employees called The White Castle Official House Organ.
best customers in Iowa and asked each to distribute 24
The name was later changed to the The Slider Times. For
catalogs to their friends and neighbors and then provide
those who have missed the delights of White Castle, slider
Sears with the names of people who had received the
is the nickname for White Castle's
catalogs. When these referral
signature mini-burgers since they
customers made purchases from
"slide" down your throat. But there's
Sears, the order was matched with
more: White Castle gets credit for
the original customer who was then
AS YOU CONSIDER
introducing the first use of restaurant
rewarded for their work by receiving a
coupons in 1932, running newspaper
free stove, bicycle or sewing machine.
ads offering five burgers for 10 cents.
The plan was so successful that Sears
Who's hungry for a slider?
extended it to other states.
Barnum was no sucker when
The granddaddy of all marketing:
it came to marketing. Phineas T.
advertising. Advertising dates back
AND INSPIRE YOU TO
Barnum may be best remembered
to ancient times. Ancient Egyptians
(erroneously) for saying, "There's
wrote ads on papyrus, and examples
a sucker born every minute," but
of early advertising can be found
he truly should be remembered as
in ancient Greece and Rome. In the
a marketing genius. It's unfortunate
11th century B.C., there is evidence
that he is thought of as the ultimate
of a tune played on bamboo flutes
huckster, because Barnum pioneered
used to sell candy, possibly the first
many marketing practices in use
advertising jingle. In the Middle Ages
today, none so much as media relations. He was a master at
in Europe, much of the populace could not read, which led
garnering publicity for his businesses. He employed press
to retail signs, not in words, but in symbols. For example,
agents (today's publicists) to visit newspaper editors to brief
a cobbler's sign would be a giant shoe and a tailor's
them on his latest discovery.
sign would be a suit of clothes. Advertising continued to
Barnum also pioneered the media/plant tour where he
progress, and then the first advertising agency was founded
would give editors a behind-the-scenes look at his museum.
in 1850 by Volney B. Palmer in Philadelphia, who would
What's more, he would often take his latest find and go
buy space in newspapers in bulk and then resell it to his
directly to the newspaper to meet the editor and show off
clients at a higher rate. Throughout history, advertising
the attraction. It's even said that Barnum gave his human
techniques have changed and adapted to always-evolving
and animal attractions short names so the name would fit
advertising mediums. It's hard to predict what's next ...
nicely in a headline. In a letter written days before his death
advertising by thought transfer?
in 1891, Barnum wrote, "I am indebted to the press of the
These are a few of the interesting stories that are part
United States for almost every dollar which I possess."
of our marketing history. Smithsonian magazine recently
But just like today's savvy marketers, Barnum did not
published another fascinating story - how the United States'
rely solely on editorial coverage. He believed fervently
iconic Liberty Bell was marketed to fuel $17 billion in
in advertising. He had his own version of an in-house ad
war bond sales in 1917 for World War I. As you consider
agency with copywriters and illustrators on payroll to create
these early successful efforts, perhaps these pioneers will
posters, banners, display ads, window signs and brochures.
encourage and inspire you to make your own marketing
He was an early user of transit advertising - a forerunner
MAKE YOUR OWN