XXXII.THE PERSONAL ELEMENT IN SLIDE ADVERTISING
The versatility of the stock slide ends just where it is essential to present the intimate appeal which counts for so much.
What is that elusive something, the personal touch? To my mind, it is by introducing yourself to your prospects. Now, stock slides can and do emphasize the reasons why folks should patronize your store, but as I take it for granted that you desire to further convince them, you have got to “shake hands,” in a figurative sense.
Where is your store located? True enough, you will not neglect to include the address on the stock slide, but first impressions are lasting. It is my intentionto advocate the adoption of what I may term the photo-slide, for want of a better name.
On your visits to the local motion-picture theater you will have noticed that the exhibitor is prone to using announcement slides of forthcoming photoplays. On this kind of slide an important scene is reproduced from the picture and tinted in natural colors, while the blank space is used to good advantage with brief description of the film.
These are stock slides, of course, but if you wish to plan an advertising campaign along similar lines, it is up to you to have some photo-slides specially designed to conform with your individual requirements.
The best way by which to present the personal appeal is by having a photograph taken of the exterior of your store. You can then forward same to a reputable slide manufacturer, who will makea slide out of it in natural colors and add the desired description.
The slide should have two marked effects upon spectators. Firstly, visualize for them exactly where your establishment is situated, so that they may be able to recognize it on sight, and, secondly, it will leave a favorable impression.