Page 8 Advertisements Column 3

Greymouth Evening Star, 27 June 1932, Page 8

TONIC FOR BUSINESS. Insurance Company’s. Experience Mr. E. W. Phillips, manager for Great Britain of the Manufacturers’ Life Insurance Company, of Canada, is a constant user of advertising. In a recent letter to a well-known British business magazine, he writes:— “I find advertising the best possible tonic for business. I first tried it in 1925, and since then I have used no other.

“Although the Manufacturers’ Life Insurance Company of Canada was founded as long ago as 1887, we began in England from a ‘dead start.’ We had no ready-made business at all. We occupied one small room with a temporary loan of an actuarial assistant from Toronto. “Now our sales force is 150 and our clerical staff 40. This year the turn over of the British branch will pro bably reach or exceed £1,000,000. ‘There must be a reason.’ From the very first we were convinced that if we combined a field force of trained specialists with consistent advertising, that combination would form the foundation of success. We hitched our wagon of advertising to the star of expert salesmanship. Every advertising man knows the value of repeated advertising. It is by this means that you gradually get a favourable impression of your goods into the conscious mind of the public through their subconscious mind. We can vouch for this, because we happened to catch the process when it was half completed. “Six years ago we were unknown. Whenever our salesman called, they were invariably greeted with the statement, ‘I have never heard of you.’ Two years ago we began to find that people had stopped saying that they had not heard of our company, but look ed as if they were trying to recall the name. To-day we are just beginning to find that our name is familiar.”