Mannings, the Hong Kong chain of chemist stores, has a clever new method of raising funds for advertising.
Spencer Po, the retailer's director of merchandise and marketing, has written to suppliers of items sold at the shops with the following 'request'.
'Dear Mr [company representative], Mannings has decided to embark on a new venture to get greater exposure on television.
'Our main objective is to promote branded products, and in so doing, we hope to achieve a wider sales spectrum plus an increased volume in sales.
'To do this, we need your EXTRA support in backing us with funds to launch a series of television/radio/ press advertisements.' Attached is a sheet of paper which asks for a contribution - the one sent to me specified $2,000. Added were the following notes: '1. Please sign one copy and return to Mannings not later than 31 March 1996. Should we have not received reply from you, we presume you concur the proposal and charge will be debited automatically.
'2. For all advertised products, we expect to received a promotional discount of minimum 6 per cent.' What an excellent scheme. I propose that customers of Mannings write to the firm's head office, at 26 Johnston Road, Wan Chai, letters such as the following: Dear Sir, We would like some money.
