1978 to 1980

Language of advertising
Return on investment:
1. Postcard effective effective 70% closing rate, 2. stylish; disappointing, 3. Sponsorship; virtual nil, 4. booklet; virtual nil

1980 to 1984

expressed as "another way of thinking."

...And the winner is?

It is hard to believe that from these runs of commercials, the postcard was the foundation of a successful business story. had the images displayed on the first page above, been prorated in size as a return on investment of these commercials, the postcard ad wouldn't fit the page, and the other major three commercials wouldn't be larger than a thumb nail, set alone the sponsorship not even a pinky's nail.

Each of these commercials have a story to tell;

The postcard emphasized the eyes rolling rings in the ADD ON A ROOM words which proved easy to grasp and remembered in combination to the phone number. The ad had for purpose to be cut out the newspaper and placed on the cabinet next to the fix-line telephone, as a reminder for people to call our sales office. Contrary to the logic in advertising, I insisted these ads be placed weekly on a Friday in the entertainment section of the newspaper with the greatest distribution. at a time when newspapers were printed in black and white, bar the back page, I wrangled my way breaking a resistant staff for a yellow background so much that the first issued ads were published in pink. over the years as yellow blotches appeared all through the pages of newspapers and spilling over into the Small Classified Section, where I advertised for staff and skilled labor. I was left feeling pirated for my struggle at being different and successful in techniques. Going in style with the next series of commercial ads, which were budgeted to represent ten percent of our turnover. The professional advertisers blended in sophistication the artwork to vanish in an elaborate dcor of similar exclusive presentations. while our ads were growing weekly in size, until they covered three-quarters of the back-page of the newspaper. With a dwindling response, and unable to reach previous peaks, emerged a clientle much more exclusive and demanding. to the point of revising our strategy at splitting up the company with a return to the original postcard ads for fast and cheap construction work, in support of the more sophisticated and larger building contracts. When came the offer at sponsoring the launching of professional cycling, till then only amateur sports allowed. the cycling tour of South Africa, corresponded with a view to expand and apply our cutting edge franchise in the trade nationwide --. the targets were straight forward small contracts, in order to erect our logo; a red brick 'I' chimney in support of a black roof on a yellow background. A high and wide graphic display construction signboard that populated the streets from inception, at the signature of a contract. They drew a neighborhood curiosity, and reaped almost a one to one closing rate. The signboard pocketed in our larger contracts and were run with the same efficiency, of in-house designs aimed at cutting on site time with readily available material, contrary to architect based art works. Signboards free and weathering while waiting for administrative authorizations, and through the phase of moving in and out with construction workers and equipment. completed, these contracts were profitable by the treatment of a small and entity aparti. Our marketing principle rested on hitting one town and its suburbs with commercials. Move in a sales-team at raking in, quick and clean construction contracts. Supported by a readily available finance for the projects. Projects tested through time when we only covered the Johannesburg, Pretoria and Vaal Triangle regionii coming out with a booklet to promote

'All You Need To Know About Home Improvement' educate our clients and in the transparency support our teams, ready to sustain a national wide expansion, by keeping structure while nomad a labor force concentrate in small regions.

i ii

Elsewhere; details of the 'Saber Brother,' who bought out the company and changed these rules. Currently the Gauteng province.