It was successful US merchant John Wanamaker (1838-1922) who founded a chain of retail stores that became part of Macy’s who coined the phrase “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
When John Bradshaw and Son posted an advert in the 1956 Cheshire year book they probably didn’t expect to be making sales from it more than half a century later, in marketing speak, “I wonder what ROI that campaign generated?”
Britannia Bradshaw of Manchester were amazed to receive a call from a customer who had kept the year book and now wanted a moving quote.
Still in business they duly obliged and the move was carried out for a delighted client.
