CHAPTER VI

DISTRIBUTION

BE afraid to have accounts receivable as well as accounts payable. Well-made pop-corn keeps about as well as crackers. You can, therefore, follow the cracker manufacturers’ distribution methods somewhat, the taking of orders and delivery by wagon to retail stores, the packing in tin cans, the wrapping in wax paper sealed packages, etc.

You must depend on the consumer to keep your factory in operation, so always let the consumer take up most of your mind.

The methods used in getting your goods to the consumer will be chosen according to where the consumers you want to serve are located.

Mail Order.

You have the mail order method which will enable you to reach a large market. You get the retail price for your goods, you can do your business where rents are low, you can get the goods to the customer fresh. However, you must secure a way of getting orders that will not take all the profit. The package to insure delivery of the pop-corn in perfect, wholesome condition must not be unreasonable as to its cost.

Retail.

You may sell at retail over a store counter. Your sales in this case depend on your location and your advertising to draw trade to the store. Best locations in cities require the payment of big rent, which pop-corn will not warrant. A good location in a center of population at a fair rent, then advertising to your prospective customers with samples is the best, but be sure your advertising is consistent with your prospects. Now, in addition to this, send out pedlers on a commission basis. Have your goods on sale at the moving-picture theatre entrances, at the band concerts, at the ball games, at every picnic. In fact, every time a crowd collects have your goods sold. When displaying goods on counter, or when using cans or boxes to store the goods, be sure the oldest goods are at the top of the can, or at the top of the pile on the counter so that those will be sold first. Use tins to keep pop-corn in; it keeps better.

Wholesale.

Remember the consumer must get your goods under your trade-mark when they are fit, to make him want more.

Besides making your goods so they will keep as long as possible, and packing them so as to exclude dampness, you should endeavor to know about the goods in the dealers’ hands so that the consumer may buy nothing stale.

Seldom is it advisable to sell pop-corn through jobbers because they merely provide another shelf for the goods to grow old on. Therefore, sell to the retailer and follow him up every few days.

If a retailer does not sell a particular kind of pop-corn you have sold him, take it back and give him another to try. If that does not go, try another. His trade will like some kind of pop-corn. When you have found the right kind, you have a steady customer adding to your sales. Possibly his trade wants penny pieces, perhaps package goods; five-cent, ten-cent, pound. Instead of one for a cent cake, maybe there is sale for the same goods in smaller, two for a cent cakes. Possibly raisins or nuts or cocoanut and pop-corn may be preferred. An examination of his class of customers will help decide.

Include in the box of goods a small, neat price sign. If package goods, include one glass-covered package for display. All these selling helps work to your benefit.

Follow the experience of cracker, breakfast food and other manufacturers. Advertise through window displays in prominent locations, and give away samples. Furnish show-cases, shelves, racks, counter displays, etc. Get your goods up, on top, in front, where the public, the consumers, must see. Get samples into their mouths so they may get a taste.

If you must sell through jobbers, number your packages. Keep a record of the numbers on your shipping orders. Plainly print on your package something like this: “To insure the public receiving our goods in wholesome condition this number 2746 is on our shipping record. If you receive this package in unfit condition, send it to us and you get right back two fresh from our packing table. Only by satisfying the public do we expect to have our business prosper.”

By shipping in tin cans, or waxed paper sealed packages, you increase the keeping life of your goods.