In the late 19th and early 20th centuries, advertising was evolving rapidly as businesses sought more effective ways to promote their products and services. Among the most influential developments in this era was the rise of sign manufacturing companies, which specialized in creating high-quality signage for businesses, factories, and storefronts. To secure orders and demonstrate their craftsmanship, these companies equipped their salesmen with “salesman samples”—miniature versions of their signage that showcased the company’s capabilities.
With the industrial revolution came an explosion of businesses, each competing for consumer attention. Companies like The Tuscarora Advertising Company, The Meek & Beach Company, The American Art Works, and The Novelty Advertising Company were among the pioneers of early sign manufacturing. These firms produced everything from enameled tin signs to lithographed paper advertisements, and they needed a way to convince potential clients of their quality.
The Role of Salesmen in the Industry
Before mass production and widespread commercial advertising, salesmen played a crucial role in marketing products directly to businesses. These individuals traveled from town to town, presenting samples of their company’s work in hopes of securing orders. In the advertising and signage industries, the need for portable, tangible examples of work was paramount. This necessity gave rise to the salesman sample.
Salesman samples were small-scale versions of full-sized advertisements and signs. These miniatures were easier to carry, displayed a range of artistic styles, and gave prospective buyers a clear sense of the manufacturer’s capabilities. They were often designed with meticulous detail, using the same materials and production techniques as their larger counterparts. Depending on the era and the manufacturer, salesman samples were crafted from various materials, including enameled tin, porcelain, embossed cardboard, and lithographed paper. Companies specializing in durable outdoor signage often created porcelain enamel samples, while those focusing on indoor displays utilized cardstock or tin lithographs.
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Early sign manufacturing was largely a hand-painted art, and many samples reflected this craftsmanship. Skilled artisans created custom samples to showcase typography, color schemes, and artistic flourishes. As lithographic and screen-printing techniques improved, manufacturers began producing standardized sample books or plaques featuring pre-designed templates. Salesmen needed lightweight, easy-to-transport materials, and samples fulfilled this need perfectly. Many companies provided their representatives with wooden or metal cases filled with samples. Some even came in bound catalogs with detachable pages that could be left with potential clients. One key selling point of these samples was the ability to customize signage. A salesman might carry blank templates with spaces for a business name, allowing for on-the-spot customization to give the client a visual representation of their potential sign.
By the early 20th century, printed sample books became a common tool for advertising salesmen. These books contained images of available designs, allowing business owners to browse options before placing an order. Some sample books were intricately embossed or featured metallic inks to simulate the look of an actual sign. As printing and manufacturing technologies advanced, so did the complexity of salesman samples. By the 1920s and 1930s, manufacturers integrated embossing, neon effects, and even early plastic materials into their samples. This helped salesmen demonstrate a broader range of possibilities to potential customers.
The Decline of Salesman Samples
By the mid-20th century, the role of salesman samples began to diminish. The rise of mass media advertising, including radio and television, shifted marketing strategies away from direct sales techniques. Additionally, as printing costs declined, full-size promotional materials became more affordable and accessible. Despite their decline in use, salesman samples left an enduring legacy in the advertising industry. They paved the way for modern marketing presentations and helped standardize sign design for businesses across the country. Many of the techniques developed during their heyday are still used in promotional material design today.
The concept of providing tangible examples to potential clients is still relevant today. Many industries continue to rely on samples, mock-ups, and prototype displays to showcase their work, much like the early sign manufacturers did. Salesman samples played a crucial role in the history of advertising and sign manufacturing. They provided a portable, tangible way to showcase craftsmanship, innovation, and style, helping businesses visualize their advertising potential. While their use has diminished, their influence on marketing and design remains strong, making them a fascinating part of advertising history.
Below are a few salesman samples and leave-behinds:
