GROUND CREW SERVICE

this symbolizes that need once more your ground crew service will be given quickly just as fast as thoroughness will permit because it's patterned after the rigid maintenance routine of the United States Air Force well men that's it don't think your customers aren't going to expect it and to insist on doing business only where they get it they like the name ground crew service Americans are airm minded today more than ever before but ground crew or otherwise they want and need service and if they don't get it at your station they'll go elsewhere ground crew service is the vital margin of difference over your competitor it's your answer to the greatest need of the car owner today the proper and full servicing of his car with it you can help keep your old customers and bring in new ones it'll help you get more business from less driving you've seen what wartime means to motorists and you've seen how closely the thorough servicing of a car parallels the aircore ground crew service of a plane you've seen a plan which will enable you to make the most of this wartime situation but there must be more than the plan itself s your customers and Prospects must be told about shell ground crew service here's how they'll learn about it they'll be told in newspapers over the radio via outdoor and at the point of sale in all of this advertising every statement every drawing has been cleared with the United States war department and the okay in a real sense there as a wartime marketing program motorists in your trading area can't help but see these advertisements and be impressed by them the headline hammers home the key Point your car like a fighting plane gets ground crew service at Shell dealers and each ad shows the Army ground crew in action [Music] [Music] and here you are giving the same kind of service to a car and saying about the same thing the copy tells the complete story of ground crew service so that it can shell dealers now offer ground crew service patterned after the rigid maintenance routine of the US Army Air Corp it includes thorough checking oil condition tires lights radiator batter battery windshield and rear window cleaned spark plugs windshield wiper and the key line that turns ground crew service into lubrication dollars and here's the signature your shell Wings you'll have a duplicate of These Wings in cloth to wear on your left shoulder shell dealers wearing the shell ground crew emblem know how to give your car complete ground crew service the kind of service you need now that car production has been stopped yes this advertisement sets you up as the headquarters for ground crew service here's a plus just as there is a log book for airplanes so there'll be a ground crew log book for Motorcars in it a car maintenance record can be kept showing what services have been performed and what services should be rendered and another Plus every ad offers free an official United States Army aircore Squadron Insignia these have been made available with the approval of the war department they're printed in color on claw a different Insignia is offered with each ad and you get a supply of these Insignia time to tie in with a newspaper insertions motorists will want these for their youngsters [Music] there are eight newspaper advertisements in this series each showing a different phase of ground crew service now let's look at the radio it's a shell exclusive it uses a brand new principle in radio sound effects or a drive stop where you see the ship Oh They'll treat you well yes very very well at the famous that's a sample of the catchy little Melody that will go along with every one of the announcements and here's how this tune will punch the lines on your ground crew service on a long long drive or a short short drive stop where you see the sh they'll treat you well yes very very [Music] well Uncle Sam's fighting planes are thoroughly serviced before each takeoff your car needs the same strict care today to make it last so shell has designed a new Service ground crew service patented after Army aircore standard shell de ERS displaying the ground crew service emblem thorough check oil tires lights radiator and Battery clean windshield and rear window and all free and if your car needs lubrication your shell dealer provides the right kind take care of your present car it'll be hard to replace drive in for new ground crew service it's free that's how the air waves will tell about your ground crew service and here's a big colorful 24 sheet poster but now let's see how this program is tied right down to your driveway 3x fs and a frames during the second month of the campaign both sides of your 3x5 or a frame will carry this design again punching ground crew service again reminding motorists of the free offer you get another crack at the motorist with these window displays they're designed to make ask you about ground crew service and to give you a swell chance to move in on profit opportunities and this convenient ground crew service log book yet another tool to help you build yearr round sales this plaque hangs on your office wall with your signature it shows that you're qualified to deliver ground crew service for the youngsters of your customers for their added Goodwill you'll have these authentic colored reproductions of the the official aircore Insignia you saw in those newspaper [Music] ads and for you there'll be the shell wings wings which tell it a glance that you're a member of the ground crew these are the same Wings your customers saw in the ads that tell your customers that you have pledged to keep them rolling man that's the ground crew program it's a real effective wartime marketing program it's exclusive with shell no competitive dealers have anything like it it's tailor made to meet the special needs that motorists have as a result of the war it's a program to help you get more business from less driving let's make the car Owners of America know that shell dealers offer motorists the only genuine ground crew service you men are assuming a new importance you have a new vital responsibility when you see a bomber in the sky when you see the squadrons of flames that are defending America remember it's up to the aircore ground crew to keep them flying and those cars your customers drive it's up to you and your ground crew service to keep them rolling [Music]