WEBVTT 1 00:00:09.800 --> 00:00:11.200 You 2 00:00:30.680 --> 00:00:37.860 From its humble beginnings as a general store in a small Midwestern town a modern marketing 3 00:00:37.860 --> 00:00:42.540 Organization known as Jed and Ned's has in the past few years 4 00:00:42.540 --> 00:00:49.780 Expanded into a mammoth chain of highly specialized lawn and garden shops extending through several states 5 00:00:49.780 --> 00:00:57.920 However, the firm's meteoric growth and phenomenal success was slowed somewhat by this year's late spring and the resulting 6 00:00:57.920 --> 00:00:59.520 drop in sales volume 7 00:01:00.460 --> 00:01:03.620 undaunted by large carryovers high 8 00:01:03.620 --> 00:01:12.120 Inventories and rising costs the company's principal officers are busy readying their plans for a major sales effort in 9 00:01:12.120 --> 00:01:17.200 1976 just what role Greenview products will play in those plans 10 00:01:17.720 --> 00:01:20.000 remains to be seen 11 00:01:20.920 --> 00:01:28.500 Well, I'll say this you couldn't have picked a better month to be over in Europe because there was nothing going on here 12 00:01:28.500 --> 00:01:34.040 Was over there I'll tell you I'll bet there was a big time. Whereabouts was that? 13 00:01:34.100 --> 00:01:38.900 I was over in Paris Paris, France betcha boy. We had a big time 14 00:01:38.900 --> 00:01:42.540 Golly, what did you do? Well, I'll tell you went to the Louvre 15 00:01:43.120 --> 00:01:49.040 Seeing them dirty paintings on the wall dirty paint. Oh my heavens women with no clothes men with no clothes 16 00:01:49.040 --> 00:01:53.280 Well, it was awful. I tried to look away, but you know me I couldn't look away 17 00:01:53.280 --> 00:01:56.680 What just so much? Well, he's been willing to risk one eye 18 00:01:59.220 --> 00:02:05.760 But listen, I'll tell you what I got for you. I got some postcard. He brought me some some of them French postcard 19 00:02:05.760 --> 00:02:09.700 Yeah, I was going down the risky kind that you can't buy. That's right 20 00:02:09.700 --> 00:02:13.880 I was going down the champs day last and this guy come out. I nearly hit him with my cane 21 00:02:13.880 --> 00:02:19.200 Yeah, but he said I got something for you. I got some Frenchie postcards. I'll give you a deal on 22 00:02:20.020 --> 00:02:22.580 This week. Oh my goodness gracious 23 00:02:24.460 --> 00:02:25.960 That's Leorgi why 24 00:02:26.820 --> 00:02:28.880 And lucky there 25 00:02:29.520 --> 00:02:34.920 Who we that's what I call a real set of bonbons. Yes, sir 26 00:02:35.960 --> 00:02:42.920 My goodness. I never said I don't anything like that. I gotta get these glasses changed 27 00:02:43.800 --> 00:02:46.720 My goodness careful you drooling. Okay. Yeah 28 00:02:47.720 --> 00:02:54.020 Gracious, you know, she's a dog. Yeah. Well, you know they they can't all be 29 00:02:54.740 --> 00:02:58.620 My goodness, I don't think we'll show that one to anybody 30 00:02:59.560 --> 00:03:05.120 Look at the eyes on that one. Oh, hey, I didn't even notice them eyes 31 00:03:05.120 --> 00:03:08.400 Yeah now did you see girls like that over there? Yeah 32 00:03:08.400 --> 00:03:12.380 We went to the Follies brassiere and I don't know why they call it that cuz they don't wear none 33 00:03:12.380 --> 00:03:16.380 Oh, hey, Dern looky there quite a postcard there 34 00:03:17.660 --> 00:03:22.180 Come on male here. I'll tell you you brought these back to me. Yes, sir 35 00:03:22.180 --> 00:03:26.060 I'll put them where they nobody can find them. Why you is gone 36 00:03:26.060 --> 00:03:32.120 The only activity we had around here was all the all the salesmen coming in. Yeah 37 00:03:32.120 --> 00:03:37.960 Now they they come in droves now, I bet you bought a lot of stuff. No, I didn't your job 38 00:03:37.960 --> 00:03:43.940 The buying and my job to selling so I just don't leave her stuff. Oh my goodness 39 00:03:43.940 --> 00:03:50.560 I'm as lead better. I don't suppose either one of you gentlemen could take some time out from your busy afternoon and wait on me 40 00:03:50.560 --> 00:03:55.980 What is it you got the hair some fertilizer fertilizer? We got a lot of little bag 41 00:03:55.980 --> 00:04:00.360 Now you're gonna be bags all I want to do is cherry tomatoes and turnips 42 00:04:01.520 --> 00:04:06.920 I have just a small bag. We've got all sizes of bags just to go over there 43 00:04:06.920 --> 00:04:09.680 Are they if you can second? I'll miss lead better worth 44 00:04:09.680 --> 00:04:17.280 Are you wearing that silly he just got back from Paris France been there for a whole month 45 00:04:17.460 --> 00:04:24.660 Well, I can say the garden store business must be a little better than one would get the impression of what's this here 46 00:04:25.320 --> 00:04:27.560 These pictures from your trip. Yes 47 00:04:28.640 --> 00:04:31.280 Yeah, certainly are I got 48 00:04:31.980 --> 00:04:36.500 Landline for native plant life of friends some real scenery in there certainly is 49 00:04:37.340 --> 00:04:39.180 Why you get those pictures dirty? 50 00:04:41.820 --> 00:04:43.460 So you snicker in the back 51 00:04:43.460 --> 00:04:51.360 A little bit there's some have all afternoon. There's some small bags right over there you find what you very much 52 00:04:51.360 --> 00:04:53.560 All right second. I'll over miss lead better 53 00:04:54.500 --> 00:04:56.500 That Mrs. Bedwetter is a pet 54 00:04:56.500 --> 00:05:03.140 Earth names lead better, but she means well, she's all right. Yeah, but she's picking on my hat 55 00:05:03.140 --> 00:05:07.600 Well, it ain't the prettiest thing in the world. Well, maybe I ought to get rid of it 56 00:05:07.600 --> 00:05:12.700 Yeah, let me show you what some of these guys been bringing in here. You know Scott was here 57 00:05:12.700 --> 00:05:20.600 He's got all the same old stuff, you know clout and cancel and thump and a hip and all the rest of them 58 00:05:20.600 --> 00:05:23.060 But you know, they're coming out with new sizes 59 00:05:23.820 --> 00:05:30.280 Is that right three? Oh, we got the 15 and a 10 and a 5,000 square feet. Oh, no 60 00:05:30.280 --> 00:05:34.880 Yep, they got 500 square feet bag. So they're coming out with that 61 00:05:35.880 --> 00:05:41.360 Yes, and then if you got a real small on they got the 50 square foot bag 62 00:05:41.360 --> 00:05:43.820 That's just what we need more than sizes 63 00:05:43.820 --> 00:05:48.360 I suppose if you got a window box with grass in it you use a little bitty bag 64 00:05:49.060 --> 00:05:53.400 Goodness and they say you know hanging pots is so big this year 65 00:05:53.400 --> 00:05:57.160 People start raising grass. They got the hanging pot size 66 00:05:57.960 --> 00:06:00.920 All is not sad. Yeah 67 00:06:01.440 --> 00:06:08.360 That's the size of their spring order form look at that if you think look at all this stuff they got 68 00:06:08.360 --> 00:06:13.100 I'm not gonna fill that out now. Well, that's why I left it for you. I told my 69 00:06:13.100 --> 00:06:16.020 I wasn't gonna do nothing. This is if we didn't have enough 70 00:06:16.520 --> 00:06:20.400 Boy, I hate to fill all that ever see so much stuff 71 00:06:22.640 --> 00:06:23.680 Oh my 72 00:06:24.200 --> 00:06:25.720 You want for your goose? 73 00:06:26.400 --> 00:06:28.840 Better the price is marked right here 74 00:06:30.960 --> 00:06:31.480 598 75 00:06:31.480 --> 00:06:32.060 9 76 00:06:33.000 --> 00:06:38.700 It's a mighty nice goose. Well, yes, I was sort of want to take him home stuffing, you know 77 00:06:41.700 --> 00:06:48.580 I'll just have to think about this goose. Well, tell me was the Greenview man in no, that's a funny thing 78 00:06:48.580 --> 00:06:51.860 You know generally they're the first one to show up 79 00:06:52.780 --> 00:06:55.240 He's pleasant fella most of the time, you know 80 00:06:57.160 --> 00:07:00.060 Sales meeting they're always having sales meeting 81 00:07:01.480 --> 00:07:01.480 82 00:07:05.720 --> 00:07:07.380 Gentlemen gentlemen gentlemen 83 00:07:08.480 --> 00:07:11.100 Mr. Dan your Greenview man 84 00:07:11.680 --> 00:07:16.240 Don't tell me don't tell me you're dead wrong 85 00:07:17.060 --> 00:07:18.880 I'm Ed 86 00:07:20.000 --> 00:07:22.480 Stop that then you must be 87 00:07:23.360 --> 00:07:25.320 Jed Fred. Yeah 88 00:07:25.970 --> 00:07:30.310 But now wait no question about it it's Ned and Jed store 89 00:07:30.310 --> 00:07:36.890 Well, where'd you ever get that name? It was named that one. We bought it. Oh, you're a card. Listen 90 00:07:36.890 --> 00:07:42.170 I've got straight talk from Greenview right from the shoulder 91 00:07:44.190 --> 00:07:47.990 Straight from the shoulder straight talk from Greenview 92 00:07:48.790 --> 00:07:55.270 Did you see that your sales are gonna go up just like that brim did let's open it up 93 00:07:56.230 --> 00:08:01.690 Look at this program from me to you 94 00:08:04.470 --> 00:08:04.910 Lordy 95 00:08:05.430 --> 00:08:10.730 Gentlemen if you don't mind I'm ready to get down to business every year the fertilizer business gets more complicated, right? 96 00:08:10.850 --> 00:08:16.050 Well this year we offer you a straightforward challenge if we could show you a way to reduce your risk of what to order 97 00:08:16.050 --> 00:08:20.090 What sizes and how many and could create a Greenview line that would assure? 98 00:08:20.090 --> 00:08:26.310 To all your customers and expand your customer base and make more efficient use of your floor and warehouse space 99 00:08:26.310 --> 00:08:34.290 And eliminate confusion for both your salespeople and customers and make it easier to display easier to advertise keep it competitively priced 100 00:08:34.290 --> 00:08:36.290 the entire selling season and 101 00:08:36.290 --> 00:08:41.490 Make more effective use of your buying power if we can answer all these questions with a simple 102 00:08:41.490 --> 00:08:46.170 Straightforward approach to increase your sales and profits. I'm sure you'd be interested wouldn't you? 103 00:08:46.170 --> 00:08:46.670 Yep 104 00:08:48.950 --> 00:08:50.050 What I thought 105 00:08:50.510 --> 00:08:54.350 What fell is it's all well good that you agree with me, but I haven't even told you yet 106 00:08:54.350 --> 00:09:00.310 How we're gonna do all this now, this is well, this is the exciting part. This is the new from Greenview for 107 00:09:01.010 --> 00:09:05.290 1976 it's gonna revolutionize the industry. We're going to be the only ones who will have it 108 00:09:05.290 --> 00:09:09.150 We're going to have all of our best sellers in one size. What do we had in the past? 109 00:09:09.330 --> 00:09:14.150 Well, it's been bad because you've had fifteen thousand you've had ten thousand five thousand twenty five hundred now 110 00:09:14.150 --> 00:09:22.070 You have to stop more inventory the warehouse gets filled up the customer can't keep it straight with the one product and one size in the best sellers 111 00:09:22.070 --> 00:09:28.490 Well, we've got customers that got big yards and other customers got little yards and some that's in between 112 00:09:28.490 --> 00:09:33.910 I knew you were gonna say I knew you were gonna say it but here is where we have got it worked out 113 00:09:33.910 --> 00:09:38.630 Take the person needs more than one bag. We've got a two-fer we go 114 00:09:38.630 --> 00:09:43.130 Well, let me show you the exact pricing schedule that we have so that you'll understand it 115 00:09:43.130 --> 00:09:45.210 About the price in this year 116 00:09:45.210 --> 00:09:50.390 I'll just right here in black and white right off the new price list you want to know about green power 117 00:09:50.390 --> 00:09:56.270 So we got the one size five thousand square feet six dollars and twenty five cents now that's lower than it was this year 118 00:09:56.270 --> 00:10:01.450 Yeah. All right. Now your question was two or more what happens was six dollars each 119 00:10:02.250 --> 00:10:04.130 Two-way green power the price 120 00:10:05.110 --> 00:10:07.550 845 that's lower than it was last year 121 00:10:07.550 --> 00:10:12.770 So what happens now when they want two or more you go to an even eight dollars 122 00:10:12.770 --> 00:10:17.150 And this is why with the single product unit with our best sellers 123 00:10:17.150 --> 00:10:24.810 15,000 square foot size allows you to reach any size lawn and any type customer now you're beginning to make some sense 124 00:10:24.810 --> 00:10:26.210 Makes sense my foot 125 00:10:26.210 --> 00:10:32.990 I saw this ed magazine this week and then this newspaper ad this morning for winter green and I want three bags of it 126 00:10:32.990 --> 00:10:36.950 You'll find it right over there right over there my foot look 127 00:10:37.610 --> 00:10:39.230 There's only one bag 128 00:10:40.530 --> 00:10:43.390 Advertising is just something to get us people into your store 129 00:10:44.770 --> 00:10:49.090 That's an example of just what I mean she hit the nail right on the head there with the way she did that 130 00:10:49.090 --> 00:10:53.090 Oh, you're down to one bag. All right, what has happened this fall? Just look at the thing 131 00:10:53.090 --> 00:10:57.870 We moved in a lot of product here. You sold it out because you had one size at the right price 132 00:10:57.870 --> 00:11:03.250 Well, just translate that into what we're gonna be doing for the spring line. We're going to do the same thing 133 00:11:03.250 --> 00:11:07.550 We'll have that one size and it'll be priced right and you fellas are gonna do it 134 00:11:07.550 --> 00:11:11.870 Well, in fact, it probably points up that you didn't order enough wintergreen this year 135 00:11:13.230 --> 00:11:18.090 Now listen, I know you want to know about each of the other individual products and we'll talk about them, too 136 00:11:18.090 --> 00:11:20.730 But I'd like to get around to the good news about the spreader 137 00:11:20.730 --> 00:11:27.690 Because the spreader deal this year is really great our heavy-duty spreader is white this year now something you can't see 138 00:11:27.690 --> 00:11:32.970 We had one marking wheel last year this year both wheels will act as marking guides 139 00:11:33.250 --> 00:11:38.330 Be showing tail. That's right. And the price is only 20 95 and 140 00:11:39.170 --> 00:11:44.050 The customer gets the marking chalk free. It comes right along with each and every spreader 141 00:11:46.070 --> 00:11:49.170 Guideline market in chalk. How do you get it out? 142 00:11:49.630 --> 00:11:53.890 Just take take the cap off. You haven't got the cap off. Oh 143 00:11:54.690 --> 00:11:58.690 Wait, excuse me. How that was supposed to happen here. Let me give you a hand or just get some of that 144 00:11:58.690 --> 00:12:02.290 All right, oh for heaven's sake you got it all over you can't see 145 00:12:02.850 --> 00:12:04.990 Get it off your face 146 00:12:04.990 --> 00:12:09.930 Well now I see something here. I never seen before what are all these products over here? 147 00:12:11.010 --> 00:12:15.770 You know came into this store to find just one thing some fertilize for my tomato patch and I can't find it anywhere 148 00:12:15.770 --> 00:12:17.870 And so I'm just gonna take my business elsewhere 149 00:12:18.810 --> 00:12:19.250 I 150 00:12:19.250 --> 00:12:24.190 Guess you might say that lady had a problem, huh? And I have a specific solution to that specific problem 151 00:12:24.190 --> 00:12:26.890 I wish it was a couple of months from now because you'll have an experience she comes around 152 00:12:27.050 --> 00:12:29.530 To take care of her plants 153 00:12:30.910 --> 00:12:32.690 fertilizer for tomato plants 154 00:12:34.210 --> 00:12:35.910 One given area 155 00:12:38.230 --> 00:12:44.730 Does she raise roses same deal you would have rose mate to take care of that shrub mate the obvious answer and vegemate 156 00:12:50.930 --> 00:12:55.270 Slice and it just goes like light. No, that's three knife when you order one 157 00:12:58.050 --> 00:12:58.610 A 158 00:12:58.610 --> 00:13:02.770 Vegematic this is Vegemate. Oh, and it's for your general 159 00:13:03.650 --> 00:13:04.210 garden 160 00:13:04.890 --> 00:13:08.750 Vegetable or flower garden anything the chip right that you have around the house 161 00:13:08.750 --> 00:13:13.810 So it means that you have the one product line green view 162 00:13:13.810 --> 00:13:20.350 Next spring to take care of anything. So now you have the garden to go along with the lawn. Well, wait a minute 163 00:13:20.350 --> 00:13:25.070 What is that there? I never saw that before. What's it say? Well, you're a 164 00:13:25.070 --> 00:13:29.250 Springtonic right to spring tonic. Well, we got our own 165 00:13:29.250 --> 00:13:37.810 You guys know how to get off the subject so easily but this is a subject 166 00:13:37.810 --> 00:13:42.330 I'm not gonna let you leave now because spring tonic is something you've never had before 167 00:13:42.330 --> 00:13:46.250 How many people do you imagine who never even bought any kind of fertilizer before? 168 00:13:46.610 --> 00:13:50.330 This is gonna open up a new audience a new market 169 00:13:50.330 --> 00:13:51.230 To 170 00:13:51.230 --> 00:13:57.670 Hundreds of thousands of people that have never bought any kind of fertilizer because they're economy minded now they're going to get a quality name 171 00:13:59.610 --> 00:14:03.890 At a very good price what what's this gonna sell? 172 00:14:04.030 --> 00:14:07.830 Well, we're gonna be able to sell it for four dollars and ninety-five cents. So you see again 173 00:14:08.730 --> 00:14:14.590 That'd be the five thousand square foot just like everything else. Yeah, you're talking about the one size again 174 00:14:14.590 --> 00:14:17.330 It'll be the same as everything else that you have in the product line 175 00:14:18.010 --> 00:14:18.450 People 176 00:14:20.670 --> 00:14:27.190 Or they think they can't afford the green power so you get them into the store you introduce them to the spring tonic at the same 177 00:14:27.190 --> 00:14:30.890 Time you get to associate them with the top of the line 178 00:14:30.890 --> 00:14:33.490 There are a lot of economy fertilizers on the market 179 00:14:33.490 --> 00:14:37.950 But this is the first time that any of them has ever been associated with a quality name 180 00:14:37.950 --> 00:14:45.210 Now if I got a surprise for you about next year's advertising remember how we were running a magazine ads for winter green this fall 181 00:14:45.210 --> 00:14:53.330 The next spring we're gonna be running the same kind of ads for our major lines time magazine business week downs review 182 00:14:53.330 --> 00:15:00.830 Sports Illustrated, you know how many readers that has nation business news week us news and money money 183 00:15:00.830 --> 00:15:06.750 Now, you know the kind of audience you're gonna have that in the kind of income bracket that you want to bring the customers into your store 184 00:15:06.750 --> 00:15:11.350 Eight different magazines with as many different ads coming out this fall 185 00:15:11.350 --> 00:15:15.910 This is gonna do a job for you, but you haven't heard anything because I haven't told you about TV TV 186 00:15:17.170 --> 00:15:19.590 TV is where we're gonna make a really big push fellas 187 00:15:19.590 --> 00:15:24.210 It's gonna do a job for you because you're gonna have one full month's concentration 188 00:15:24.210 --> 00:15:30.170 Championship golf starting call right you're gonna sponsor go listen. I have the Glen Campbell open 189 00:15:30.170 --> 00:15:33.870 They're going to have the tournament players championship. They're gonna have the Florida Citrus open 190 00:15:33.870 --> 00:15:39.990 They're gonna have the sea pines heritage golf classic. They're gonna have the Doral classic now. This is exactly the type of male 191 00:15:41.630 --> 00:15:43.710 Jed's open audience that you want 192 00:15:44.590 --> 00:15:51.270 Open for business every day. Oh now listen you fellas watch golf on TV. Don't you back mr. 193 00:15:51.490 --> 00:15:55.970 Golf I was gonna say I bet you anything that you guys even made his own putter 194 00:15:57.190 --> 00:15:58.430 Oh, yeah 195 00:15:59.450 --> 00:16:04.730 Plum line your putts. Yeah, that's neat. Yeah. Hey, listen, you know, look look into that 196 00:16:05.390 --> 00:16:06.990 squirt shots too 197 00:16:07.690 --> 00:16:14.850 But you're gonna be telling that male suburban audience exactly the fellas that you want to reach the guys that are in the income 198 00:16:14.850 --> 00:16:17.390 Bracket that by those name lines 199 00:16:18.870 --> 00:16:21.710 That sounds like a pretty good way to go to me 200 00:16:21.710 --> 00:16:27.310 Just let me give you a quick recap of what we've been talking about now to make sure that you're perfectly clear on all of this 201 00:16:27.310 --> 00:16:32.510 All right. Okay simple straightforward pricing. No question about that one size one price 202 00:16:32.530 --> 00:16:39.930 Eight national magazine four color ads that are gonna be running for two full months prime television targeted at men 203 00:16:39.930 --> 00:16:42.150 one full month of pro golf 204 00:16:42.150 --> 00:16:47.850 Corporate newspaper advertising. I didn't talk about that. That'll be the ad in your local newspaper. Give you a lot of help 205 00:16:47.850 --> 00:16:53.350 That's the times here times. Yes. All right the free point of sale. You had your winter green 206 00:16:53.350 --> 00:16:55.790 Point of sale that have been so good for you this year 207 00:16:55.790 --> 00:17:01.550 And then from the Greenview line got up to 16% of earned advertising allowance 208 00:17:02.070 --> 00:17:03.430 100% paid 209 00:17:03.430 --> 00:17:10.190 Advertising you pay a hundred percent. That's right. We'll pay a hundred percent full 40% plus 210 00:17:10.190 --> 00:17:16.430 Profit margin even more on the bestsellers up to five percent early order delivery discount 211 00:17:16.430 --> 00:17:21.370 That's off of the invoice and up to seven percent early paid cash discounts 212 00:17:21.370 --> 00:17:24.410 So that's a mighty clean up tidy 213 00:17:24.410 --> 00:17:31.070 Neat little package fellows and it's what we started out with talking about that this spring you need only 214 00:17:31.070 --> 00:17:33.270 stock one 215 00:17:33.270 --> 00:17:36.730 Complete product line Greenview. We're telling it to you straight up 216 00:17:37.930 --> 00:17:45.010 Straight from my inside pocket and again, forgive me. I took the liberty of making out this order 217 00:17:45.010 --> 00:17:48.290 But I made it realistic. I think it's what you can actually use 218 00:17:48.290 --> 00:17:54.910 I think it's what you can actually sell and the fact that I'm sure you'll have no trouble moving any of these products 219 00:17:54.910 --> 00:17:56.430 two-way green power 220 00:17:56.430 --> 00:17:58.350 green power all of the new 221 00:17:59.220 --> 00:18:03.600 Vegamate tomato mates all of the new garden lines that we talked about I'll tell you one thing 222 00:18:03.600 --> 00:18:05.500 I think you could add to that last 223 00:18:06.180 --> 00:18:09.420 Don't miss on my yep. We're 600 more bags 224 00:18:10.120 --> 00:18:17.920 600 bags where what which product what empty green power bags empty green power bags 225 00:18:17.920 --> 00:18:22.500 Yeah, we got to move all this stuff that's left over from this year 226 00:18:23.700 --> 00:18:30.660 I beg your pardon. I never promised you a rose garden 227 00:18:34.760 --> 00:18:36.600 There's gotta be 228 00:18:38.500 --> 00:18:42.080 When you take you gotta give 229 00:18:53.980 --> 00:19:00.240 I could promise you things like big diamond rings, but you don't find roses 230 00:19:04.260 --> 00:19:11.040 So you better think it over when it's sweet talking you