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countries, but all countries have not reached the same
stage of development. As the author has pointed out at
the commencement of his article, propaganda work
therefore demands that the personnel of such a Department
is wide awake to the exigencies of the moment in different
countries and at different times — the ability of looking
at problems from the customer’s point of view, and at
the same time keeping in mind the nearest aims of the
Company.
Propaganda Methods for the Ball Bearing
Industry
The author of this article begins by directing
attention to two difficulties to be overcome in the ball bearing
propaganda. The first is that the contents of printed
matter, as well as the salesman’s talk, should be based
on the buyer’s point of view. This is an evergrowing
difficulty on account of the rapidly increasing number
of fields wherein ball bearings can be employed. The
second difficulty is that ball bearing propaganda,
especially in the case of line shafting equipment, must influence
not only the works manager, but the general manager
and the millwright, and very often it is also necessary
to find some means of propaganda to reach the members
of the board of directors.
The author also points out that the number of users
of ball bearings is extremely limited, and mentions as an
instance that in Sweden, with its 6,000,000 inhabitants,
SKF has only about 20,000 clients.
These three facts must form the basis of propaganda
work, both as regards the choice of means and the contents.
After a short discussion of the various methods of
propaganda from a ball bearing standpoint, the author tries
to discover the most marked tendencies in modern
propaganda work, and directs attention to two of these.
Propaganda nowadays is characterized by a strong desire
to find the best mediums for the most effective
propaganda at the lowest cost. This tendency of course is not
new, but certainly never before has so much time been
spent in studying this question. There is also a marked
trend towards internationalisation of advertisements,
printed matter, posters, and so forth.
Finally, the author gives it as his opinion that the
first of these tendencies makes desirable a more intimate
co-operation within the SKF concern, and that the
second makes such co-operation possible.
Boletin Sudamericano SKF
The SKF Company in Buenos Ayres issues since 7
years a house-organ which is described in this article.
The Oldest Propaganda Print of the Swedish
Iron Industry
More than 200 years ago the first printed matter
intended as sales propaganda for a Swedish Ironwork was
published. These pamphlets were written by no less a
personage than Emanuel Svedenborg — a man rather well
known also in the Anglo-Saxon world.
A Direct Mail Advertising Campaign in
U. S. A.
In this article is given the general plan of a very
interesting direct mail localised campaign, intended as a help to
agents for the sale of S K F line shafting equipment.
A Clearing House for Propaganda
The archives of the Propaganda Department in
Gothenburg contain many interesting facts concerning the
experience with and use of S K F products, as well as
concerning sales arguments and propaganda ideas. These
archives, with the kind co-operation of everybody
connected with sales or propaganda work within the SKF
organisation, can become increasingly valuable for the entire
concern.
The Activities of the SKF Propaganda
Bureau in Vienna
SKF have profited by the high value of the Swedish
crown, in comparison with the rates of exchange of several
of the countries in South-East Europe, to build up a sales
organisation in those populous countries, with but a small
expenditure in crowns. The building up of these
organisations has necessitated the upkeep in Vienna — in many
ways still the trade centre of South-Eastern Europe — of a
central bureau with some SKF officials. This Bureau
has edited a considerable quantity of propaganda
literature in eight different languages.
Ball Bearing Poster Propaganda
Poster propaganda, for various reasons, is but little
suited for the ball bearing industry. When, however, it
is a question of propaganda for bearings in motor cars,
such a use may exist, and as a matter of fact, posters
are used by several SKF Companies in order to reach
the motor car owner and the repair garage.
The author discusses the difference which should exist
between a poster intended to be used inside garages and
outside. A poster intended for exhibition in repair shops
should, of course, contain the maximum information
regarding the sizes, numbers and prices of bearings. On
the other hand a poster intended for outside use should
have as its first aim to impress the name of the
manufacturer.
Some Notes; on Good and Bad Window
Displays
The author gives some instances of different kinds of
window displays for ball bearings, and points out the
desirability of strong concentration, preferably on only
one SKF product at a time, or on one or two of the
advantages of that product. His opinion is that only
in this way can a durable impression on the minds of
passers-by be effected. He also draws attention to the
fact that a window display has to be changed rather
frequently in order to attain the maximum effect.
We are each supposed to be good in our
own line
The author of this article wishes to draw attention to
the fact that S El F has in Gothenburg a somewhat
comprehensive Propaganda Department which, thanks to the
fact that it has the accumulated experience of fifteen
years of ball bearing propaganda and spends its whole
time on the subject is supposed to be good in its own line.
Everybody within SKF, and especially those Companies
who have no propaganda departments of their own, are
therefore cordially invited to make use of the facilities
offered by this Department.
tffozätS^
WALD. ZACHRISSONS BOKTRYCKER! A.-0,
GÖTEBORG 1924
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