Pointers on Road Transport Publicity
Page 30
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Industry and Commerce Have Found Publicity to le a Valuable Aid. Why Has Road Haulage Not Adopted Similar Tactics?
By " Tantalus "
THERE appeared in the issue of "The Commercial Motor" claiid May 21, 1943, an editorial leader . under the title of "Publicity for Road Transport," which was well received and brought forth much-1 deserved praise. No doubt readers of this journal will remember the article . and particularly so because it ventilated a matter of paramount importance to those engaged in the road-transport industry.
Much could be written regarding the growth and development of advertising during the past 25 years in relation to various forms of national life. For example, no manufacturer would ever consider putting on the market any new " line " without the support of a more or less extensive publicity campaign; and that quite irrespective of the product being intended for the use of the many or the exclusive few. Publicity, advertising, propaganda—whatever label may be attached—is to-day an essential factor in maintaining the lifeline of industry. It affects manufacture, distribution and sales throughout the community. Even with war-time restrictions and the limitations surrounding sales and production—as well as purchasing power—the volume of advertising has been maintained at a high level. '
This is all the more remarkable when it is realized that to-day many advertisements are negative in character. They take the form of an apology and are addressed to would-be consumers by those producers who find themselves unable to supply goods in sufficient quantities to meet the demands of the public. Doubtless there is value in this form of publicity, which conjures up a mental photograph of the particular product in question. it means, in fact, that a picture.is registered in the minds of individual readers and, in consequence, it is probable that they will automatically turn their demand in this direction when normal supplies become, available once again.
Therefore, if industry and commerce have found publicity such a valuable aid, why has not the roadhaulage industry employed similar means to sell its services? In this connection special mention should be made of exceptional, cases in which laudable Tresspublicity campaigns have been launched by individual concerns. No such means for advertising has, however, been undertaken for and by the industry as a whole.
Examples of Co-operative Publicity On the other hand, and even in war-time, numerous concerns that have been affected by concentration schemes which have rendered manufacture impossible have still continued to advertise. The purpose of such a form of advertising is not to particularize the specialities of a named firm, but to keep before the public the products of the industry a1 a whole. It is an excellent form of joint publicity.
Is it possible for the road-haulage industry to do likewise? The answer is in the negative, for the simple reason that there is in existence no centralized body which has the power, authority or even personnel to direct or finance such a campaign. It might be argued that under the present system of Government control, with the restriction of traffic available for road vehicles, a publicity campaign is unnecessary and, therefore, unwarranted.Whilst, to a certain extent, this may be true, should not the industry, nevertheless, prepare for the post-war period by collecting the data and statistics which would provide such a valuable source of publicity material?
Under this heading it would be useful to compare the numbers of hauliers, vehicles operated, personnel (drivers, mates, maintenance staff, etc.) employed at the beginning of the war as against those so employed at the conclusion of hostilities. Other useful information might be derived fromdetails showing the extent to which traffics have been extracted from the industry and transferred to the railways. Even in these days, when figures lose significance because of their magnitude, the cumulative totals of tonnage lost by road transport under Government direction would present a startling and impressive revelation.
What Road Transport Could Do
Amongst interesting records is the story of the vital part played by the industry in war-time, with the many acts of heroism and devotion to duty performed by drivers and others. These anecdotes alone would provide ample material for a book. Surely there should be a Roll of Honour for all members serving with H.M. Forces and particularly for those who have madethe supreme sacrifice in the cause of freedom.
Details regarding the Orders and regulations which have been imposed upon the industry during the war period should not be overlooked. The increase in costs, as compared with pre-war figures, and the operating difficulties might well be ventilated.
There is, in fact, an abundance of valuable information going to waste which would be of real value if placed on record. Strange as it may seem, nevertheless it is true, that road haulage is far below the standard of other industries in employing obvious means and methods for helping itself. This is the more remarkable when it is realized that the road-haulage industry is in dire need of the right kind of publicity. A splendid opportunity is waiting to be seized at this very moment.
In an excellently compiled booklet, the railway companies have recorded the story of the war-time operation of railways and this makes the most impressive reading. A series of official publications has thrilled the world with accounts of the accomplishments of Fighter and Bomber Command, The Merchant Navy, and other branches of the Services.
These examples serve to illustrate how some sections of the community—being propaganda conscious—are taking steps to ensure-that the record of their individual war-time activities, as carried out in their particular establishments, shall be given full publicity. Surely, then, the time is opportune for the road-transport Indus• try to do likewise.
There is ample material for a story that is well worth recording, with a rich mine of information, full of interesting details, which is waiting merely to be dug out and brought to the surface. The compilation of such information, apart from current value,' would provide a most effective form of propaganda in the post-war fight for the return of freedom.