SELLING EFFORT

Hawke's Bay Tribune, Volume XXII, Issue 42, 2 February 1932, Page 10

SELLING EFFORT

MUST BE REDOUBLED. If British manufacturers are to take advantage of the unprecedented opportunity presented by the fall in sterling to re-establish themselves in the home market, their goods must be branded and advertised—and “branded and advertised now,” wrote Mr. H. G. Sa ward, in the “Daily Express.” “This is no time for waiting while one person recommends an article tc another, and another to a third,” he emphasised. “Instant action is necessary. Production must be expanded immediately. Selling effort must be redoubled forthwith. The cost of raw materials will go up, the price advantage of British products will be to some extent reduced by this factor, and as stable world conditions draw near it will further diminish.” But “foreign competitors are temporarily at a disadvantage and manufacturers can confidently look forward to a rising market.” Sir William Crawford stressed a similar message. “Too often,” he wrote, “together with fine quality and fine workmanship in production, we find unequal distribution, haphazard selling policies and wasted advertising—or no advertising at all.” -Scientific and social developments have changed markets; “the growth of large-scale production and organisation lias meant an everwidening gap between producer and consumer”; “and market research helps manufacturers to overcome the increasing difficulty of ‘knowing what the consumer is doing and thinking’ ” and “how to influence his thoughts and actions.”