Home Center Merchant

BILL FISHMAN

Bill Fishman & Affiliates 'l '1650 lberia Place San Diego, Ca.92128

MAJORITY of home cenrer ad- r it can bring in "feet" r it can sell specific items at advertised prices o it can create long range image position both store-wide and by department

I vertising that crosses my desk is terrible! It's poorly merchandised and poorly presented. It appears that only those retailers who have tasted the fruits of a carefully prepared advertising program continue to make the effort to maximize the results of the advertising expenditure. The best ads are produced by the high volume retailers.

Advertising is not a panacea. It's a communication vehicle. Advertising is a means to meet individual store and corporate sales goals.

. it can introduce new product categories it can introduce new items

. it can make impressions like the store's value image

But, advertising won't

. overcome high prices or bad merchandise

. compensate for a poor location or limited hours or bad facilities

. overcome the image of discourteous and/ or unknowledgeable salespeople or poor systems and procedures or unrealistic credit oolicies.

Some retailers don't realize that they are running a clearance ad 52 weeks a year. The operator that waits till the newspaper salesman is in his store on Tuesday to pick up the advertised list of merchandise to be run on Thursday, is making the newspaper wealthy, but probably hurting his position in the marketplace. When the retailer shouts to the back room, "Tell me what we've got enough of to run in this week's ad, " he's presenting in print what his customers are telling him they don't wanr, his overstocks. That is not what advertising is all about.

Consider not running the ad during a r short week or weekend o if you've nothing ro say

. if you're facing poor floor coverage

Consider not running an item that's in short inventory r when you show out-of-stocks ofthe fittings or accessories o if it pre-empts an upcoming major promotion o if it is a bad value that is higher priced than competition's day-in, day-out shelf price.

Plan ahead-weeks ahead. Do your advertising planning far enough in advance to order-in special merchandise, to communicate with the sales staff, and to display, sign and reprice the merchandise.

Challenge every candidate as an irem ro be advertiscd. Try this score card. Rate each criteria one point.

Universal appeal (sexes & age)

In season

Disposable

Non-competitive

Long margin

Recognizable value

Priced under established retail price

Requires tie-in merchandise

Easily replenishable

Small-Easy to handle-Easy ro display

Cooperative ad funds available

Promotes a depanment

Self-select

Backed by national advertising

Here's how to score: 13-14 pointsRun it the following week too; ll-12 points-Great item ro advertise; 9-10 points-Good advertisable item; 3-8 points-lt's just a "me too" item; Under 3 points-Don't waste the ad space.

Merchandise the advertising at store level. Decorate with pennants, banners and signs to make a coordinated promotion.

About size and continuity of advenising-do not get sucked into the "keep your name in front of the public" syndrome. If you've got nothing to say to the public, say nothing. You will spend your advertising dollar much more wisely if you run your ads less frequently and with greater size and impact.

Keep your advertising looking fresh and sharp. Forbid your newspaper or printer to reproduce from old clippings and tearsheets. Insist on them sizing from the original art work to maintain a high standard of your advertising presentation.

February,1983

Housewares Book Reprinted

"The Housewares Story," a history of the American housewares industry written by business journalist Earl Lifshey and published by the National Housewares Manufacturers Association in 1973. has been reprinted by the NHMA, according to Ronald A. Fippinger, managing director.

"We are indeed pleased to reprint 5 ,000 additional copies at this time, " Fippinger said, "and to continue its widespread distribution, especially to all newcomers who have become part of America's dynamic housewares industry since our unique history was published ten years ago."

Since 1973, the NHMA has given 25,000 copies in a hardcover, 384-page illustrated edition, to manufacturers, buyers and other members of the housewares industry.

The book served as the basis of a half-hour color film, "The Housewares Story," which since 1974 has had widespread showings. The association received a "More than a Million" award from Modern Talking Picture Service, which distributes the film, to mark the movie's being shown 55,028 times to 1,548,947 viewers in community audiences. The movie has been shown extensively on local and cable television stations with nearly 1,000 telecasts to more than 8,000,000 viewers to date.

LOWE'S

(Continued from page 14)

"Lowe's Low Prices" is standard practice in all stores. Equally important is the company's established policy of readily available refunds and exchanges as well as customer service.

Billboards, newspapers and tabloids carry Lowe's message to the public. Regional radio and tv advertising is used where it can reach a large audience with a few stations.

Lowe's maintains its own private label credit card. With a base limit of $750, considered to be more generous limits than most bank cards allow, the system is used by 500,000 customers.

Employees stay with Lowe's. Leonard Herring, president and c.e.o., and Robert Strickland, chair- man of the board. have both been with the firm for over 20 years, dating back to management by Carl Buchan, son-in-law of the founder, A.S. Lowe. The company started with one store in North Wilkesboro and had expanded to 15 stores by 1960 when Buchan died of a heart attack. Lowe's has been publicly held for 2l years.

Others in lesser positions are equally long time employees. It is company policy to promote from within the ranks and develop top management. An employee incentive plan and retirement fund are other pluses.

Promotion practices are strengthened by the company leadership school which provides continuing training. Operating on the campus of a local college under the director of training, these classes utilize experts from within and without the company as teachers.

Competitors such as Hechinger may threaten their turf, but the management at Lowe's remains confident. As they look ahead to the next five years, they anticipate only continued and significant growth.

A specialty forest products

Our commitment to per= company ihat provides the forming the best possible = very best in consistent pric- job for our customers has = ing, service, and top quality allowed us to grow in a bad = responsible people to growth. products with experienced, market. We plan more = make it all work for you'

Do yourserf a favor and do = lf you appreciate working business with people who = with pros, contact us for believe in exact tallies and = commons, hardwood ply- mills. You'll be glad you did.

Ponderosa pine clears and products f rom the f inest = wood and hardwood clears, tom mill can supply your