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Problems of the

29th December 1931
Page 60
Page 61
Page 60, 29th December 1931 — Problems of the
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Which of the following most accurately describes the problem?

HAULIER and CARRIER IAM often asked by hauliers how they should advertise their businesses. The question comes sometimes from newcomers to the industry, those who are about to start and want to know how they should set about obtaining work, and, on other occasions, from contractogs fairly well established who feel that their businesses might be extended if they were to embark upon some predetermined scheme of advertisement.

The problem involved is one of magnitude and invariably it happens that the questions relating to it are so vague as to make it difficult to return a simple and direct answer. That is only to be expected, but it may be that a general, if brief, treatment of the subject will be helpful not only to those who have already asked questions' concerning it, but also to the many more men who are considering it, although they have not yet arrived at the point of writing to me concerning it.

If we go right back to first principles, the .problem of advertising is simply that of "making known" the existence and business of the advertiser to those whom it may concern. It would be a good idea if those who have this problem in mind should begin to think of it in that way by saying to themselves, "I want to make myself and my business known, but it is necessary for me to do that only to those whom it concerns, to those, that is, who may like to make use of the services which I have to offer."

Some little time devoted to thinking out that aspect of the matter before anything is done will not only save money, but will also ensure that whatever is spent shall be disposed to the best advantage. It will, therefore, be profitable for the haulier to think out the subject on those lines' with

11 11 a sheet of paper and a pencil at hand, so that e can make notes of his reasoning and conclusions.

The first thing to do is to decide, precisely, what there is about the business that it should be profitable for the time being to "make known." In the case of the man with but one or two lorries, who specializes in one particular line of business, this decision is soon reached. He wishes to announce that he has those vehicles available for hire in connection with a Certain class of haulage.

The man who has several vehicles and does not necessarily confine himself to a particular, line may find this problem solved for him by the fact that, of the various classes of business he conducts, one is lacking in interest. That, presumably, is the one he would like to boost. It is the availability of his services and his vehicles in that particular line which he wishes to "make known." In other words, the aforementioned vehicle and service are what he has to offer and that is the first factor to have in mind in considering some form of publicity.

The next thing that must be considered in this connection is: to whom must this publicity be directed ; to whom does it appeal? If the first portion of the problem can be decided in the way indicated above, the answer to the second is fairly simple. It includes those persons who are likely to need just such services as the haulier has to offer.

Suppose, however, the case is not quite so simple and straightforward. as that ; assume that the haulier has several interests and that he would like all or any of them to be extended. In that case the appeal must be made on broader grounds and is decided to some extent in accordance with the peculiarities of the district in which be resides and in which, therefore, he naturally expects to find the majority of his customers.

In these circumstances the haulier is clearly involved, in his consideration of the problem, in turning to good purpose his knowledge of those peculiarities of his district. He will presumably be sufficiently acquainted with them to know first of all what class of business is most likely to be available. Ile should, in addition, have some information as to the prospects of extension of any special trade or industry in connection with which haulage facilities are necessary. Then, of course, there are those haulage needs that are universal and to be found wherever a haulier may be.

He has now reached the point of having decided what service he is going to offer and to whom those offers are going to be made. The next point he considers is the particular form that his offer should take. The haulier should try to discover for himself something special in this Service, something which, in his view, distinguishes it from the facilities of other hauliers, something which would make it more acceptable to customers, present and potential.

Choose a Particular Feature.

Every haulier worthy of the name, with a natural pride in his business, has something of which he can make capital in this connection. His vehicle may be speedy or it may be designed for a particular traffic. He may have taken care to insure fully against damage in transit (all hauliers should do that, but all do not do so). He may be particularly well acquainted with the trade for which he caters and, therefore, be in a position to offer most satisfactory services. On the other hand, he may be conveniently situated as regards the collection or delivery of loads.

These are examples of the sort of thing I have in mind, but each reader will have his own views.

One point, however, I must make in this connection and that is, there must be no " knocking " of a competitor. No good purpose ever comes of decrying the wares of a rival. Such a policy invariably reacts to the disadvantage of he who makes that mistake.

Stressing the Business Name.

The next factor to which the haulier must give attention in this matter is the importance of connecting his business name with all his publicity matter, in such a way that whenever the special advantages which he features in his advertising come to the mind of the reader they do so in connection with his name. Not every haulier's business arrives at the fortunate stage that has been reached by "Pears," in that the mere use of the name is sufficient indication of the whole extent of the advertising that lies behind it and has gone before.

If the contractor be running his business with some special name not his own, then, unless that name has already been chosen, he should select one which comes easily to mind and easily distinguishes his business from that of anyone else in the same line. It is in that direction that the man with a name like Smith, Jones or Robinson suffers from the disability that the iteration of his name conveys nothing to the hearer ; in such cases a special business name would be helpful.

All publicity does not lead to expense, or, at least, it does not necessarily mean that the advertiser must spend anything over and above that which may justifiably be involved in the prosecution of his business generally. For example, the first and most useful medium of publicity for a haulier is his vehicle. He has in that, in the way it is painted and lettered, as well as in the way it is maintained, an advertisement worth many times the expense of the initial painting and lettering, and the careful maintenance that follows.

The appearance of his vehicle should be designed, to attract the attention of potential customers. Maintaining it in a condition closely approximating to that In which it left the hands of the painters is an excellent way of impressing potential customers with the haulier's business efficiency and his close attention to his work. A well-finished, well-maintained vehicle is worth the price of several hundred posters.

Another contributory factor of the same kind is the smart appearance of the driver. This generally involves something in the way of a uniform, but that need be only a cap or a dustcoat. S.T.R.

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