3. First Sampling

When Hopkins went into Liquozone, the company was near the edge of bankrupt. The product he tried to advertise was a germicide. After days and nights of thinking, Hopkins decided to try a new way to advertise this product. He planned to provide the consumer with a fifty-cent bottle sample, i.e. the company paid for this small bottle. When consumers who are interested in the product send an inquire again, they would offer a guaranty on six dollar bottles. As Hopkins knew, generally, the consumer would trust more a druggist than a merchant, so he had the druggist signed a warrant to the consumer. He even promised that if the consumer was not satisfied with these six bottles, he would return the money to the consumer. After thirty days' selling, the company calculated their earnings and expenditures. They found that the claims made under their guaranty amounted to less than 2 per cent on their sales. Hopkins collect those statements from the druggists that cited these results and then sent them to more druggists. In addition, Hopkins promised druggists a measure of exclusivity: all inquiries for free bottles would be referred to the druggist in that area. To be guaranteed exclusivity, druggist had to order other products from the Liaquozone Company. In the end, the company was able to generate orders from most of the leading druggists. The amount of all orders exceeded $100,000.

<< Previous

Next >>