'File 10/8 Overseas trade enquiries' [‎97r] (194/495)

3
it is hoped that overseas officers will be able to arrange for the reproduction of
some of this matter in the local press. Arrangements will also again be made
with the News Department of the Foreign Office for the inclusion of informa
tion regarding the Fair in their weekly bulletins and wireless news.
11. In this connection it would be very helpful if overseas officers would give
some indication of subjects on which special articles dealing with particular
branches of British industry— not necessarily directly relating to the forth
coming Fair— would be most acceptable in their respective countries. It has
been suggested that articles specially prepared with reference to the conditions
of a particular country, and relating to a British industry for whose products
there is a substantial or potential demand in that country, would be more likely
to arouse interest than articles of a more general character written without
reference to any particular market. It is felt that if overseas officers will co
operate in indicating subjects for articles of this character and in arranging
for their publication in suitable journals, valuable propaganda for British in
dustry may be effected without undue expense. Officers will of course exercise
their discretion as to how far the placing of paid advertisements is desirable in
the journals to which these articles are offered.
12. The following extract from a despatch from H.M. Senior Trade Com
missioner in Australia, is of interest as indicating another means of securing
publicity for the Fair which may commend itself to overseas officers in other
countries as opportunities arise :
" At the recent Agricultural Show held at Sydney from April 17th
to 25th, the local representative of the Leipzig Fair had a special stall in
a prominent position in the main Hall of Manufactures.
" The stall, which was about 10 feet wide and about 12 to 15 feet in
depth, was surmounted by a large notice, " Visit the Leipzig Fair," and
was devoted entirely to advertising the advantages of visiting the Fair.
It was well supplied with pamphlets, which were being distributed freely
to passing visitors. To anyone stopping and expressing more than merely
a passing interest, the advantages of paying a visit to the Leipzig Fair
were explained in detail and a note made of their name and address for
future reference."
VI.— Publicity literature.
13. The literature available will consist of a folder and a showcard, and
an adhesive poster stamp. Copies of the folder translated into French, Ger
man, Dutch, Portuguese, Spanish, Italian, Danish, and Swedish, of the show-
card and of the invitation card will be forwarded to overseas officers in due
course. It is suggested that the poster stamp should be used on outgoing corres
pondence by officers and, where possible, by local British firms. Chambers of
Commerce, etc. It is found advisable as a general rule to affix the stamp to the
letter, and not to the envelope since, in many business houses, the envelopes are
opened by the junior staff and are not seen by the heads of firms at all.
14. It is suggested that copies of the showcard and of the folder should,
as before, be distributed to local British banks, railway, shipping and insurance
companies, to British Chambers of Commerce, and to local branches of British
firms. It is hoped that it may be possible also to induce British firms to assist
to circulate the folder. The Department has again approached headquarters
in this country of the companies concerned, with the request that they should
notify managers of their overseas branches to co-operate with overseas officers
in making the Fair known. It is suggested that British tourists agencies,
hotels, and clubs, etc., might also be asked to co-operate.
15. It is proposed to print 10,000 advance copies of the catalogue of the
Fair and to issue them at the beginning of the new year to those officers whom
supplies can reach in time for distribution before buyers leave for England, i.e.,
countries within three weeks' journey of the United Kingdom. Any such officers
who have not previously notified the Department that they could make use of the
advance catalogues are requested to do so without delay. It is suggested that
copies of the advance catalogues accompanied by a covering letter should be sent
to those buyers who are known to have visited the last Fair, as well as to other
important firms.