Hauliers' Drive for New Traffic• West Riding Gets A DIRECT
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MAIL drive, foreshadowed in "The Commercial Motor" last week, is to be launched all over the country by members of the Road Haulage Association. The object is to attract new traffic to the free haulier and to show C-licensees that the services of expert operators can relieve them of worry, save them money and leave them more time to devote to their own businesses.
Details of the scheme are outlined by Mr. H. F. Capon, a member of the Association's national public relations committee, in an article to be published in "The Road Way" on May 7.
It is proposed to supply members with eight separate folders, to be posted at intervals over a period of about nine months.
"The first shot in the campaign," says Mr. Capon, "will be designed to intrigue the recipient and to ensure•that be will watch for the next communication, which will cons;st of the main folder, to put over convincingly the whole story and to explain the organiza lion behind each haulier, enabling him to offer a comprehensive service.
"Six more folders will be issued, designed to follow up and remind the prospective customers of the continued availability of the free haulier. If possible, one of these six will be in the form of a Christmas card, but the cost of doing this might be prohibitive. " All folders will have some connecting link, so that they will build up a complete picture in the prospect's mind. There will be references to the special services provided by functional groups."
There will be a space on every folder for the over-printing of the haulier's name, address and telephone number. It is proposed that all members should post the folders on the same day each month. The cost of the publicity material will be kept low.
Mr. Capon suggests that each haulier should appoint a member of his staff to wage a sales campaign. He also suggests. that a small part of each haulier's premises should be set aside as an information centre.