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The Catalina Islander
Avalon, California
October 26, 2012     The Catalina Islander
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October 26, 2012

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ALL TH E Advertisements such as the one above and on the right were an imporant part of William Wrigley Jr.'s efforts to market Santa Catalina Island to tourists. Wrigley also used aggresive, and innovative, marketing techniques to promote his chewing gum business. Artwork courtesy of Catalina island Museum COURTEST OF THE CATALINA ISLAND MUSEUM From a young age, William Wrigley Jr. was filled with ambi- tious ideas and wasn't afraid to work hard to achieve them. At age 13, he challenged his father to let him become a trav- eling 'salesman for his father's soap business, saying he was "just about the salesman who ever drew breath." The Catalina Island Museum's current exhibition "A Democratic Dream: William Wrigley Jr. and Catalina Island" explores how one man's marketing vision changed the course of history in many ways. The lessons he learned during his travels helped form the foun- dation upon which he built one of the most successful companies in American history. Realizing early on that "ev- eryone likes something extra, for nothing," he added premiums to help sell his product. This proved successful and ultimately led to him producing and selling chewing gum to the masses. Wrigley also recognized that for people to purchase your prod- uct, they needed to be reminded of it. One of his favorite business mottos was "tell 'em quick and ~t tell 'em often." He embarked on one'of the century's most ambi- tious advertising campaigns when he introduced Juicy Fruit gum in 1893 and Spearmint soon after. Using phrases like "The men who do are the men who chew" in his ads, he catapulted the Wm. Wrigley Jr. Company into Ameri- ca's consciousness. William Wrigley Jr. All too familiar with the plight of the everyday working man, Wrigley's compassion was evident even in his marketing strategies. At least twice before 1910 he sent free gum to each name in ev- ery telephone book in America. During the First World War, he supplied gum to the Allied Forces and ran ads that said, "Five cents before the war, five cents during the war, five cents now!" By 1918 the words "Wrigley and "gum" were synonymous. However, Wrigley's ground- breaking ideas, about advertising did not stop at simply selling gum. His acquisition of the Chicago Cubs changed the world of Major League Baseball. Innovations such as broadcast- ing games across the country, Ladies Day at the stadium and al- lowing fans to keep homerun balls created a national fan base that re- mains to this day. Ladies Day at Wrigley Field was instituted in 1916. Wrigley considered women to be born bar- gain hunters and was determined to convince them that baseball was an entertainment bargain. His strategy was that if you sold baseball to women, thousands of men would come to the game. He firmly believed that men wanted to come to the ballpark on Saturdays and Sundays, but stayed away because their wives did not like the game. If fr~e admission to one game a week converted these wives into fans, then ticket sales would go up on the other days. He was right. This philosophy continued when Wrigley bought Santa Cata- lina Island in 1919. Through his spirit of democ- racy, his vision was to create a world-class resort destination for all to enjoy. Along with that came a major advertising campaign using phras- es like: ,'In all the world no trip like this," "Everything for your enjoyment" and "Escape from care." Those slogans were so mod- ern for their time most could still be used today. To learn more about the life "and times of William Wrigley Jr visit the exhibition "A Democratic Dream: William Wrigley Jr. and Catalina Island" at the Catalina Is- land Museum. The exhibition will be open through Nov. 26. The Museum is Avalon's sole institution devoted to art, culture and history. The museum, its digi- tal theater and store are located on the ground floor of Avalon's his- toric Casino and are open seven days a week, from 10 a.m. to 5 p.m. For more information, the museum may be reached by phone at (310) 510-2414 or at its website: Purchase a Brick for the Memorial ,] fl a~,I,r I:t=l.-l ~ ~]~I~'[~IJ~'AII ~ liar ~[ el "II . I~ e YlI'I 0~ ~ ~fK'lr [,]F~ ll[d ~ U~J[,]?,lSIlii.q--~dii[~ C qebrate Halloween at the Avalem Grille with a costume contest, DJ and and t ' rage menu, Half off well drinks 9:30PM-10:30PM, THE CATALINA ISLANDER Octobe[ 26, 201215