RECIPROCAL TRADE

Dominion, Volume 28, Issue 287, 31 August 1935, Page 8

RECIPROCAL TRADE

Publicity Effort at Home FEATURE AT NOTTINGHAM Interesting information is given in the annual report of the Dairy Board regarding a novel feature Introduced into this year’s advertising effort in England. The desirability of emphasising the value of reciprocal trade was realised by the Dairy Board’s advertising staff, and it was made a feature in a shop at Nottingham, where manufacturers who sell products to New Zealand co-operated with the board. The message which was conveyed to the public was that Nottingham should buy New Zealand butter and cheese, because she sold large quantities of manufactured goods to New Zealand. Several of the largest of Nottingham’s industries were represented in splendid exhibits in the shop, and the exhibition was a tremendous success from the day it opened its doors.' In effect, the Dairy Board offered manufacturers a certain amount of display space free of charge on condition that they gave a graphic presentation of tlie value of their trade with New Zealand in such a way as to bring home to the people of the district additional reason why New Zealand dairy produce should be purchased. That the whole scheme was highly successful from New Zealand’s point of view was shown by a letter received from the president of the Nottingham Chamber of Commerce, in which bo epitomised the views of the seven manufacturers who participated. They were, he said, highly appreciative of the excellent way iu which the display was carried out, and by the large numbers from Nottingham and district who visited the shop. They felt that the exhibition had well Served its aim and purpose and that it created a favourable and lasting impression on the purchasing public. It was made clear to the board that this stressing of reciprocal trade and Its' value both to the United Kingdom and to New Zealand had tremendous possibilities, and work of a similar nature will be a feature of future advertising campaigns.