ADVERTISING

Dominion, Volume 21, Issue 125, 24 February 1928, Page 12

ADVERTISING

DAIRY BOARD’S POLICY RENEWED CAMPAIGN IN BRITAIN The policy of the New Zealand Dairy Produce Board in regard to advertising Dominion dairy produce in Britain was discussed at the meeting of the board on Wednesday. The London manager wrote stating that ho intended to pursue the same advertising policy, ami in the same area as was” adopted last year, his reason that figures showed that in this area”onlv one-sixth of the shops were still stocking New Zealand butter, so that much headway had yet to be made. Follow-up methods in this area would, he thought, be more profitable than opening up fresh areas, such as Liverpool and Manchester. Ho did not consider the economic conditions favourable for proceeding forthwith to those territories, but would prefer 1 o make Birmingham the central point tor further development, and open up fresh territories from that base as opportunity offered. Valuable Work. A report from an interested observer was also under consideration (says the “Exporter"). This report made the following comments:

“The board’s activities in opening temporary shops iu provincial towns, giviii" demonstrations, making personal coiltact with retailers, and assisting them with advertising matter for display purposes, were really commendable efforts to popularise New Zealand foodstuffs, ami must have been productive of valuable results. It is in the extension of this kind of work, and the organisation of a service for keeping jd constant touch with retailers, that the most effective use can be made of the funds at tho board’s disposal. “The important exhibitions held throughout the country, at which the board co-operated with the High Conimissioner’s Department and the Overseas Marketing Board, have undoubtedly proved of great educational value, and these attractive displays ought to increase iu size and effectiveness as time goes on. Possibly there is room tol closer co-operation, but complete unity is dependent in some measure on equality of financial support from the contributing parties to the common effort. Compared with the board s Hind ot £2<l>000, the Government's vote for general advertising overseas shrinks into insignificance, but as soon as the necessity for the closest economy disappears, no better use could be _ made of surplus money than in judicious advertising throughout the United Kingdom. The field is so large, the need for constructive educational work so great, and the rewards of intelligent effort so certain, that an expenditure of £59,900 annually by llio Government and the various Control Boards combined would repay itself many times over.” Blitter in Pats. In tho course of discussion, Mr. IV. Goodfellow said that undoubtedly tho solution of the New Zealand producer s advertising problem was to pack butter in pats, and get the brand on the market, and mako a direct contact with ilia buying public. It would, however, take years to convert the public from bulk to pats, but until that did come they would never get full value lor their advertising expenditure. Other countries, however, wero advertising extensively. Australia particularly was spending enormous sums, and it was reasonable to assume that they were getting some results. Mr. W D. Hunt produced a full-page advertisement from the London Daily Chronirte," featuring Australian butter. In Touch with Retailers. Mr. W. A. lorns said that when the news'was cabled Homo that tho Dairy Board had allocated £20,000 tor advertising iu Britain, the board was besieged by advertising agents. After caretail consideration and consultation with Mr. Wright, who had had considerable experience, they launched on the campaign thev did. Every effort had been made to have contact effected with retailers prior to the campaign being opened. In Birmingham they sent a man round to all the retailors who were not handling New Zealand produce, and gave them a list of the twenty-nine importers who wero handling New Zealand produce. Methods other than the newspapers had been successfully used, one of the best being poster disp ays on vans, as well as shop window displays and depots. He was sure the advertising campaign had been directed in the best possible way with the money that was available, as they had taken the advice of the best men they could get. Dealer Contacts Necessary. Mr. Reynolds emphasised the desirability of salesmen being employed to mako contact with the grocer to ensure supplies being available before the launching of advertising campaigns. Mr. Grounds stated that lull efforts in that direction had been made last year, and would, he was sure, bo pursued in the future. The policy proposed by the London manager was approved. Advertising in the East. Correspondence was received from A. 11. Turnbull and Co., Ltd., forwarding a report of their Shanghai agent in connection with tho use made of film of the dairy industry, made available by the board for display there. This had been given extensive exhibition in conjunction with arrangements for shop window displays, and had now been handed on to the Hongkong agents. Application was made for reimbursement of out-of-pocket expenses totalling £22 15s. Sd., and consideration of a grant for future adveritsing. The agents concerned reported that they had spent approximately £2OOO in three years in advertising New Zealand butter, with satisfactory results in turnover, and in compelling competitors to buy Now Zealand produce. The secretary reported that the total exports of New Zealand butter to the East for the year ending December 31 last had been i 3.253 cwt., compared with 8016 cwt. the preceding year, and 5856 cwt. in 1925. Mr. Goodfellow, who had been asked to report on the general question of advertising in the East, asked that this report be deferred, as his agent, who had just concluded a very extensive tour of the whole of the East, would be returning at the end of next month. This was agreed to. and tho board decided to consider at the same time the question raised by the Shanghai agent. Payment of tho out-of-pocket expenses was agreed to.