Look what colleague Eva Ersson Åbom found in one of the archives we manage:
A sales letter from ad agency Esselte Reklam, dated 15 May 1939, to a company called Tidbecks, which is soon to turn 100 years old. Esselte Reklam wonders if they could help the company with an anniversary story.
In other words: exactly what we at the Centre for Business History sell every day!
The arguments used in 1939 are familiar too! Moreover, the letter is signed by the ad legend Stig Arbman, who went on to found Arbmans Annonsbyrå, a firm that led the creative advertising wave in Sweden in the 1960s. It feels good to know that we at the Centre for Business History are walking in the footsteps of giants. (Full translation of the letter further down on this page.)
Nowadays, we call it history marketing when companies actively use their history for marketing and sales. Here are five steps to effective history marketing.
The letter contains so many features that might have been new for our time.
Take for example how the title and last name are "pre-printed" in the header. (Hello today's database merge automation!) Over the drawing's hand there are tape residues, we guess there was a neat flower in unknown material there (hello today's 3D print-and-send solutions.) And the whole setup, that an agency seeks clients to whom they can sell full-scale editorial services - yes, well hello today's all content agencies.
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Here is the letter translated:
Mr. Manufacturer Herman Tidbeck
Company J.H. Tidbeck
Värmdögatan 32
Stockholm
When a person turns a certain age, he may invite friends to dinner, but when a company reaches a milestone, you
want to offer more than just dinner – you want to celebrate the anniversary in a way that promotes sales! In the
past, this was often done with a dry commemorative publication featuring portraits of the gentlemen on the
board and some deserving employees. Today, there are more profitable ways.
It appears as your company will be turning 100 the next year. Should our information be incorrect, we apologize
for any inconvenience caused.
You naturally wish to celebrate the anniversary in an original and sales-oriented manner. Therefore, let us meet and discuss the matter. We can provide you with a team experienced in designing anniversary advertisements that are not just an expense but also generate sales!
Respectfully
Aktiebolaget Sveriges litografiska tryckerier
Esselte Reklam
/Stig Arbman/
