IDEAL HOMES

Wairarapa Times-Age, 17 January 1939, Page 5

IDEAL HOMES

MASTERTON CAMPAIGN

MEETING OF RETAILERS.

CO-OPERATIVE EFFORT LN MARCH.

The principle of conducting a cooperative sales campaign with a home appeal was approved by a wellattended and representative meeting of Masterton retailers held in the "TimesAge” offices last night. For a period of probably three weeks in March next, a special effort will be made by those retailers who sell goods for the home to stimulate the interest of the people of the Wairarapa in buying goods for their homes locally and to make them conscious of the quantity and diversity of -such articles which are available for sale in Masterton. Last night's meeting, which was convened by the Advertising Manager ol the “Times-Age" (Mr J. D. Baybutt) was the initial step in this "Ideal Homes Campaign.” and further details will be arranged at another general meeting of retailers to be held next Tuesday, January 24. In explaining the reasons for calling the meeting and initialing this cooperative effort, Mr Baybutt stressed the need for effective action to impress upon local people the advantages of buying locally. At the back of every Masterton retailer’s mind was the thought of a continuous campaign to fight the attractions of the city and combat city influences. But generalities would prove of no avail. Far better is seemed to tackle the problem from some specific angle, to push some particular type of buying before the public and to focus people’s attention on some special section of their needs. The angle of widest and readiest appeal he suggested, was that of the home and so it was that only retailers who sold something for the home were invited to the meeting. The omission of others was no slur upon them. It seemed essential that the appeal of the suggested campaign be particularised and with that in mind he had concentrated on the home angle. By collecting that section of retailers together and planning a combined campaign with a specific home appeal, they would all benefit themselves,' benefit the town and district, and from an ethical and economic aspect be of advantage to the buyer. Buying for the home, since it meant the creation ol tangible assets, was economic, ethical, logical and appealing. A home sales campaign would appeal to the reason of the man equally as to the emotions of the woman. Further, so many units purchased for the home were ol sufficient value to warrant a special sales drive, while the smaller articles sold in such quantities as to mean a fair aggregate purchase. Mr Baybutt then outlined a draft plan he had prepared as a basis on which to work and suggested that if the meeting approved the principle then a representative committee be set up to devise details for actual operation of such a campaign.

Agreeing generally to the idea submitted, Mr E. M. Hodder emphasised the necessity of concerted effort, particularly in giving the best of service to the public.

“If we are to hold our trade in Masterton,” said Mr Hodder, “it is essential that we realise how much we depend upon the service which the sales assistants behind our counters hand our to our customers. If we decide upon a co-operative plan, let us cooperate in trying to achieve the highest standard of sales service possible.” To that end, Mr Hodder suggested giving consideration to the engagement of an outside sales expert who could instruct local sales staffs in every aspect of sales service. The same type of difficulty was common to most phases of retail selling and it would 'be a progressive move to do all possible to raise the standards as high as possible in Masterton. It would be an added service that the public would appreciate and would react to the retailers’ benefit generally. Mr. Hodder emphasised, too, the need for including country people in the combined appeal. The. importance of the buying power of the farming community must not be overlooked. The idea of making a specific appeal was commended by Mr G. Daubney. Should the home campaign succeed, later possibly a campaign based on personal needs could be conducted. To have something definite in mind was better, both for buyers and sellers, than dealing in generalities. Following on discussion, it was resolved that the meeting was of the opinion that the idea of a co-operative sales campaign with a home appeal should be accepted and that a provisional committee consisting ol Messrs. G. Daubney, J. Kerslake, J. Bradbury, A. Dixon and N. R. Cunningham, together with Messrs. J. D. Baybutt and G. C. Gaze as organisers, be set up to submit working details of the campaign to a further meeting of retailers interested in the plan. When that committee had formulated its scheme, copies were to be circulated to retailers and the next meeting held.

A vote of thanks to Mr Baybutt was passed for taking the initiative in calling the meeting. The committee, with Mr G. Daubney as chairman, met after the close of the general meeting and details were devised in keeping with the general aims and methods previously discussed. A tentative plan included special window display competitions, a judging competition for the public and essay competitions for both primary and secondary schools. Full details will be placed before the next general meeting on Tuesday next, January 24.