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Palm Beach Post-Times, Sunday, Nov. 10, 1968 D9 Retiree Exports Marketing Know-How WRIGHT & SEATON INCORPORATES Insu Agency ranee LET ONE OF OUR AGENTS CONSULT WITH YOU ON YOUR INSURANCE NEEDS suggested new point-of-sale messages and displays to create impulse buying of soft drinks in the stores. This program is underway. O'Brien's judgment is based on solid authority. He is a former vice president in charge of advertising and sales promotion for nine sales divisions of Hiram Walker's reaching from Toronto, Canada, through Chicago, New York and Los Angeles. In 14 years of liquor sales activity for such brands as Canadian Club and Imperial, he brewed many an advertising campaign, mixed much In the milling competitive marketplace. "Traveling in Guatemala is unlike jetting from city to city here," he said. "Once a 45-sec-ond earthquake disrupted our journey to distributors by landslides across roads. "A one-hour car trip from Quezaetenango, situated more than 8,000 feet above sea level, started at 55 degrees Fahrenheit and ended 90 degrees Fahrenheit at the coast town of Retalhuleu. The two-hour drive back, uphill and slow, produced a nose bleed, popping ears, and a head that felt like It had a" wide crack in it." A few weeks after his arrival In Guatemala, the machine gun assassination of U.S. Ambassador John Gordon Mein shocked the country. The threat of terrorism kept people Indoors after dark, Including theO'Briens. "We were busy all the time regardless," said Mrs. O'Brien. "We managed 40 Spanish lessons to Improve our communications. Despite our enthusiasm for golf, we managed to play twice only, nine holes each time." t "O'Brien, who retired early from business, bought a home hi Lost Tree so he could take advantage of the golfing facilities, "every day if possible." He was first introduced to the IESC work in June by a golfing acquaintance. He made inquiries, and the Corps had him on the road to Guatemala by Aug. 1 for a three-month stay. "I'm sure the IESC Involvement and mine in the Guatemalan venture should increase the gross national produce there, and also spread It around," said O'Brien. "It has magnificent country, marvelous people. Stimulation of trade may help the consumer earn more money. The more earned, the more spent, and the better the chances for prosperity. "I'd look forward to returning to re-evaluate the work some months from now." i " - - & - , , ft - UirJ V. fls til ill , M 1 I , j ITT ' " f ' ' A 'I i ' ! i ' & 1 1' . t ' 14 x 1 ' , , ,; i t I- - - 27 i ' CLYDE H. SEATON HORTON McCAMPBELL WILLIAM ORRISON CLYDE SEATON, JR. HOWARD HANSON NESBIT SILLS JULIAN J. PLATZ 832-6101 GUARANTY BUILDING TelePrompTer Cable TV Progress Report 2 le i V will bong you By PETE GORDON NORTH PALM BEACH American marketing "know-how" shared by a former vice-president ol Hiram Walker, Inc., with a beverage firm In Guatemala placed extra money Into circulation and helped boost that country's gross national product, according to reports received by the International Executive Service Corps. "I hope our work made friends for the United States, too," said Donal J. O'Brien of 11279 Old Harbour Road, Lost' Tree Village. He and his wife returned last week from a three-month assignment for thelESC. O'Brien Is one of hundreds of American businessmen who shared experiences in the last three years with 1,282 companies In 43 countries throughout .the world on a non-profit basis. "We go only where invited," .said O'Brien. "These businessmen from other countries ask for American consultants only because they want us. So we received excellent cooperation." IESC Is a non-profit organ!-zation. It was established in January, 1965, by American businessmen to help speed economic growth and strength private enterprise in the de-veloping countries. It Is supported in part by government but is managed by private members. The inquiring firm pays IESC a small fee to defray expenses. The volunteer executive receives travel and living expenses only. No one is travel i ng on a gravy boat. "This was my first Corps experience and it was satisfying," said O'Brien. "Central Distributors Co., Ltd., was a well-established manufacturer and distributor of both beer and soft drinks. It wanted to modernize its marketing and advertising practices." . The firm, explained O'B-rlen, sought advice in the same manner a firm would jhere. In a country of only 4.7 million, marketing consultants are rare. Being able to use IESC experts fills a need it may not find readily available. Aiding a country strong on private enterprise can prove beneficial to the United States. Central Distributors had impending competition to face from a brewery In a neighboring country. More than 95 per cent of Its sales were beer, the balance soft drinks; was its distribution efficient? Shortly after arrival the American expert had formulated an 11-point plan for investigation. His recommendation that a director of market research be employed was acted on immediately. "I was amazed how quickly a young man was found and how avidly he went to work," said O'Brien. "He quickly SHARE BUSINESS KNOWLEDGE Tlans for early retirement for golf enthusiasts Mr. and Mrs. Donal J. O'Brien of Lost Tree Village were interrupted with an assignment from the "businessman's Peace Corps," International Executive Service Corps, to help a Guatemala bottling firm. sharp; clear, interference-free TV on many more channels ' T" I, ' 4 . $S?v m-M k$m k tiii ; American company. The company also used the .IESC-man's knowledge to suggest changes in distributorship and sales personnel. O'Brien's solutions; Give the sales staff more training, better incentives. A sales training expert was hired and brought in from Puerto Rico. O'Brien's reports said salesmen's salaries quadrupled, unheard of by Guatemalan standards, but It paid off for company and country. The firm's gross and net Incomes improved, Increasing dividends for the stockholders. Deduction: income tax from the firm, stockholders and employes would Increase and the government would also benefit. Sales people would also spend more and stimulate the economy. Strengthening the distribution picture required separating the sales forces for beer and soft drinks. It would create more employment, but also develop more sales. Most Important it would develop soft-drink distribution by concentrating a sales force on this comparatively lower profit part ot the business. Besides .the change In copy-writing, changing labels, change of media, and creating new selling divisions, O'Brien completed the first project, and had two others underway. "It was the first such appointment In Guatemala. He discovered through research many things about the market: Who drank beer, (more women than expected); the need for copy changes and media re-evaluation." The young man now has the responsibility for further research, making possible merchandising efforts with minimum guessing. Recommenda-' tions were made regarding advertising agency relationships, copy changes when the old material was proven Ineffective, and switching to more useful media. New aluminum labels were designed, another first for the country. This changeover may take eight months while Its old bottles are phased-out. The firm owns Its own bottle factory. Under O'Brien's guidance the firm has added another beer brand. This will be sold in non-return, non-deposit bottles, another first for the country. Underway Is a project to arrange for the sale of beer at sports events directly to the customers in the seats, also a first. The firm will buy the required equipment from an mm ,....., ., i fi f 'lST fji : T7 III- JL " h1- TONIGHT . SySu ft J I ( -K ' I J --"V PIPlR iMm mm i MMJl P'M hmh Land biants JHl of ( , A THE FANTASTIC ADVENTURES OF TRAVELERS IN SPACE, DWARFED IN A NIGHTMARE WORLD. No more ghosls, snow, fuzzy TV pictures rom distant signals, weather and salting conditions me FBI IIIIIII.UHPIHIIJI.II- I. 1IIHIIIIIJI ..t WHUU' ...JllJ)i lHJIII.tll.lllll)),MII i S4 , . in, ,.i,,M,ariin,iii-' LJ tAAnmimnS jamwmm urn and color Eliminates costly antennas, boosters and converters! D You receive big program variety Eliminates lightning and wind damage worry D Low cost service For more information write TelePrompTer Cable TV P.O. Box 2591 West Palm Beach, Florida 33402 An attractive booklet with full details of Cable TV will be sent to you. No obligation. THE STORIES - FACTUAL. 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