Upperchurch, Co. Tipperary

"Initiative: Imagination: Individuality

The progress of Rural Electrification has brought with it a certain 'knowing' on the part of Rural Dwellers, which has led to the condition that former methods of selling Electricity have lost their appeal. Nearly everybody in the country has attended at Switch-ons or Demonstrations in the past and Hall-Demonstrations have lost their former power to aid selling. Our tame cynic says that even politicians find little profit in them now.

On the Cover Picture of this issue we show a new idea developed by the Area Engineer and his A.O. at Upperchurch. This demonstration was laid on for 7 a.m. at the local Creamery and continued up to 9 a.m. when the Demonstrator arrived on the scene to put the cooker on show. As can be seen from the picture, a sample breakfast of sausages and tea is being served by A.O. Hogarty and our H.O. Demonstrator, Mr. M. Nugent. Top marks to everyone concerned.

It takes little to assemble such a display and originality is the real feature of its appeal. When an area can be presented with a working demonstration of equipment in such a natural location it is obvious that the value of the display is far more compelling than the older Hall method. New localised ideas must be constantly sought using the circumstances and organisations of the area to help. If the Hall must be used one night as sample and the remainder of the demonstration period devoted to more intimate groups of consumers in rooms or farm houses if possible. It is not hard to organise groups of the farming community to attend at pre-arranged locations, particularly if a little imagination is used with the invitations. The period of construction should be examined to avoid clashing with local functions being held during that time.

Every rural construction crew has been invited to assemble the important appliances in the area office for show purposes. These should always be capable of being demonstrated, even without the network. A small generator is available from the District Office when necessary. Any special assistance required for such assembly work will be given from Head Office the moment it is requested.

Publicity is the other assistance required to aid the continuous "Electricity Sales Promotion Drive" in a rural area and it should begin with the commencement of construction and continue till its close. Publicity in poster form is also available on request and the local press is usually willing to help.

There is ample scope here for the imagination and originality of the good Area Organiser but first he must possess the inner conviction that the consumer must install some initial equipment (even if only a kettle or iron), to get "proper value for his money".