A BIG SUCCESS

Dominion, Volume 14, Issue 229, 22 June 1921, Page 3

A BIG SUCCESS

THE VALUE OF ADVERTISING

RAISING OF £500,000 Most people ore now aware of the success of the New Zealand Farmers' Co-operative Association (Canterbury) in raising over -8500,000 in what is probably record time. The association, under the guidance of a well-known firm of advertising agents, the Charles Haines Advertising Agency, embarked on an extensive publicity campaign, and was thus enabled to pipes its proposition fully before the public in such a form as to command widespread attention, with the result that the flotation was a great success. That "it pays to advertise" was demonstrated once again in the most convincing manner. The directors of the association have now written Mr. Will Appleton, who handled the publicity campaign on behalf of the Charles Haines Advertising Agency, in the following terms: — "It is with a great deal of pleasure that wo nlaca on record our appreciation of the excellently-organised advertising campaign which was carried out bv your firm on our behalf in connection with the recent Bond Issue. We hnvp Hie hfilf-million mark. f»T’d, considering that the campaign was onb opened on April 29. it is a remarkable achievement, especially when the prevailing conditions nre considered. "From the moment that your Mr. Will Appleton took up the work, nothing was left undone to make a success of the schemer and we would ask vm> to extend to him on our behalf fullest AP’vrcciatwn of his services.” The achievement is so rpmarVeb’e ton, information was 'ought from M’-. App.eton ns to bow if was done. 3 hat tieman stated that the origin of .he Idea we.« due in a greH mre.nre Mr. F. W. Belnh (superintendent) and Mr. A. W. Jamioson (general manager!, of the Farmers’ A«"X-inHon. who outlined a. bond proposal. The potion was worked lin into practicable shape bv > • W S. Newburgh, of Newburgh, be-t ami Co., public nccountnuls Chr’«.church. in association with Mr. ym *- ton. They advised that thev thought the monev was available in the counfrv it the nroper nrnnns were token to secure if. The krawledge of the soccessfu flotation of large turns of money ,n 1 ”7' land in a similar manner bv such Dig concern, a, Selfridge's.. Dunlonls. «>’d lever's gave the notion of a proner'Vorvanised publicity carpivngn, the <efoila of which were handed over to .he Charles Haines Advertising Agencv. Originally the association- bed t’m modest ides’ of raising .£150.000. but were w’'se'v advised to make it at lecst a quarter of "a million, with from the directors to go to 0500.000. "That decided upon, said Mr. Appleton "wo commenced the work in earnest' and with the valuable assistance of the. Press to whom tl<e whole bec'--ground of the proposition wn, at n-.sl submitted, we have bean able to achieve results that, whilst gratifying to ouycalve, simplv go to show that the-c is plenty of money lor investment, wlrere the security is the backbone of the country—the land. We neglected no place in the Dominion. Every nook and corner in the counfrv was appealed to. end with what result the above letter shows.”

Sgme Striking Records. Did the ’money begin to roll tin from J ‘.ie start "Not for the first few days, but as Boon as the publicity matter was thoroughly digested, the flow commerced, nnd within 14 days of the actual commencement of our publicity campaign >ll9O 00° had beer. received. Naturally, all concerned were more than pleased with the result, and, with the necessary authority to raise a much higher sum. the campaign was continue!!. Money streamed in from all narts of the Dominion. much from little-expected quarters, and within 42 days from the start th"'.£soo,ooo was reached.” "T am confident.” said Mr. Appleton. "that such n large sum of money could n%ver have been raised without the assistance of judicious propaganda which, after nil. only told the people the bare bedrock facts: And I really be love. that, the people of New Zealand do realise that the sum of their everyday happiness. comfort, standard of living, and security in life is wranped up and inseparable from the land. T submit tba> It- in a large measure proved bv t’’e response to this proiioe.il. The snbserioers number, 1832. representing no fewer than 170 oconpations, so flint the average R nm invested was <£255 per peison. ■Raising half a million in 42 days means an average of .£11.8.50 a -lay. or 48 ss. per minute, day and night

The Return of Faith. "The search for money extended into all' parts of tbs Dominion, with «otne surprising result?, notably good returns coming from the small towns of the W ret Const, and even from Stewart Island. Without undue optimism. T believe that there is I 1 ; 01 ’” 1 ’ I ;.' 4inonn.flon of monev tn New Zealand that could be liberated into trade channels with a litt’o encouragement. bu+ it is regrettable that there are hyro and there amongst u« tho.se who the long-faced gloomy view nf Anvone. to bear them, would thmk H at eating food and wearing good woollen clothing was going ent of fashion in the big onfaide world. It is such T.qok what our liHle campaign ha<-. done for Canterbury alone. The retailers of Christchurch state T 1 X < ' nl n nd Ims ectimllr i-croared their 1 rado and the Co-np„ itself i' doing a much hrisU' trade <hnn was the case three ago. It i« simply n return of faith. Published by arrangement.