THE COI N M A C H I N E J O U R N A L
14
the requirements of today’s game op
erators. Among the many operating
and sales helps Hamilton produced
was a cutout card with an easel back
to stand on the counters of the loca
tions inviting the public to play this
new game. Here is real merchandising
applied to the coin machine indus
try. When one goes into a drugstore
or most any other place of business
one sees the various cardboard cut
outs of Coca-Cola, Wrigley’s Gum
and the various cigarettes and smok
ers’ supplies each inviting the public
to partake of their offer. Now, thou
sands of locations all over the world
will have these attractive counter dis
play cards prominently displayed in
viting the public to play E-Z Aces
and here is where Hamilton has ren
dered a service to the coin machine
industry by presenting a new idea, or
rather applying a well known adver
tising feature to the game industry.
Games have needed publicity. It is
true they have had plenty of adver
tising by manufacturers to the trade,
but very little if any advertising to
the public.
May Standardize Game
This idea properly handled will in
crease the public demand for playing
games. Fortunately enough for the
Hamilton Machine Company it will
tend to make E-Z Aces a standard
among games. When its full force is
felt and these games are in operation
in many locations throughout the
country there is a possibility that E-Z
Aces will become as fixed in the pub
lic mind as the famous Victrola trade
mark, “His Master’s Voice,” or Heinz’
57 Varieties pickle.
Manufacturers of games have
needed just such a stimulus as this
outstanding campaign, particularly
now when there are a great many
games on the market and there is
need for increasing prices in order
that manufacturers can continue to
produce and bring out new numbers.
Magazines Only a Stage for Show
Manufacturers should hesitate to
introduce a game or any other ma
chine until they are convinced it is
worth getting behind. Then, no pains
should be spared to get the story over.
As Jack Miller, advertising mana
ger of the Hamilton Machine Com
pany, pointed out, “They use publi
cations as a stage on which they put
on their show.” In making this state
ment Mr. Miller little realized that
he was creating a new axiom in this
field. For a manufacturer in intro
ducing a game to start in figuring how
to save a few nickels on the paper he
uses or getting cheap printing or en
gravings is to court failure to start.
If the product is right and is worth
one’s time and investment to produce
it, it is certainly worthy of the best
show possible to get it over to the
largest number of people.
The selling of coin machines in the
future is going to be done in just such
a manner as has been employed by
the Hamilton Machine Company and
other leading concerns who under
stand the value of advertising.
Beer Stimulates Another Striking
Campaign
In this connection, another striking
campaign in the coin machine indus
try is that recently inaugurated by
the Mills Novelty Company in behalf
of musical instruments and vending
machines that go hand in hand with
the sale of beer. When beer was a
. certainty James Mangan, advertising
manager of the Mills Novelty Com
pany, started to work to develop a
campaign that would capitalize on the
possibilities for the operation of ma
chines in locations likely to be affected
by the sale of beer. On the day that
beer actually became a legal beverage
the trade papers’ and the operators’
mail blossomed forth with announce
ments that startled the whole industry.
Several of these mailing pieces are re
produced in this issue and give an
idea of what a machine manufacturer
can do to further interest in his ma
chines and service.
most recent folders are shown which
are genuine works of art and splendid
examples of advertising genius. Paul
Bennett, sales manager, supervised the
campaign.
With campaigns such as these as a
criterion, it may well be expected that
we will see some radical new ideas
appear in the promotion of machine
sales within the next few months.
Bally Among First Big Timers
In commenting on what has been
done in the way of advertising ma
chines, we must go back a few months
and mention the unusual campaigns
conducted by the Bally Manufactur
ing Company. Their campaigns in be
half of Ballyhoo, Goofy and, more
recently, Airway, have created a sen
sation in this industry. For dealer
campaigns their equal had not been
known up to that time.
Now, we have still more striking
campaigns that reach out to include
the public which will become more
and more a part of this industry.
H ere at Last!
2 1
CHERRY ROLL
Built for Action and Profits
SENSATION OF THE YEAR
Proven a Money Maker
Counter Play Sample,
only.. ...................
$250
(1/3 Cash, Balance C. O. D.)
Rock-Ola Does Good Job
Still another striking campaign is
that being conducted by the Rock-
Ola Manufacturing Corporation, fea
turing their games, Wings and Official
Sweepstakes and Scales. Two of their
Enhanced . Scans © - The International Arcade Museum
May-June, 1933
G. & M. MACHINERY CO.
2021 Main Street
JACKSONVILLE, FLORIDA
http://cmj.arcade-museum.com/