Initially, he had considered traditional sales methods, even door-to-door selling. Soon, he recruited a renowned sales expert, Horace Butts. Captivated by the new camera upon seeing it, Butts quickly joined Land's company as Vice Chairman and General Manager. Not only did he bring his reputation to the company, but he also achieved a major breakthrough in sales. Without needing massive advertising budgets, Butts made the "Polaroid camera" famous. His strategy involved granting exclusive rights to a department store in each major city, under the condition that the store would engage in large-scale local advertising and promotion. This approach was highly effective. When the camera first went on sale in a Boston store on November 26, 1948, customers flocked to buy it, and the overwhelmed sales clerks even sold out the non-functional display models.
Butts also devised a unique marketing tactic: utilizing famous tourist attractions to sell the new cameras, allowing thousands of tourists to carry them across the country, effectively becoming unpaid promoters. His promotional methods at tourist spots were quite clever; he hired slender young women to wear fashionable swimwear in pools or at beaches. They would simulate "drowning," and as "lifeguards" rescued them, the Polaroid camera would step in to capture the thrilling moment, delivering the photo instantly to the astonished tourists. In this way, the instant camera demonstrated its magic, becoming a nationally famous and best-selling brand.
Human potential is limitless. To achieve success, one must tap into their creativity. Here is the wisdom from Land's experience: "Walk your own path firmly, regardless of what others say or do; rely on yourself and do not place your hopes in others; and when you work, work with full concentration and do not stop until your goal is achieved."
