A picture is worth a 1000 words

lltITH THE idea that informaUU tive or how-to videos can help to ease the consumer into the active d-i-y market, both manufacturers and retailers are experimenting with reaching the do-it-yourself customers through this media.

Osmose Wood Preserving, Inc. is one of the first companies to come out with a series of how-to videos. Their presentation is called "Great Plans." Scotty's in Winter Haven, Fl., is pioneering a test of video demonstrations with its "Ask Scotty" program. Lowe's will also be testing video merchandising this spring.

In discussing the video construction guides which his company has filmed to walk the viewer through all the steps in constructing fences, decks and gazebos, Paul Goydan, a oorporate vice president at Osmose in Griffin, Ga., said, "Osmose entered the video arena primarily because consumers were not getting the proper information on how to build projects using our pressure treated lumber."

"For the retail community, videos serve a dual function. First, they offer an additional source of revenue while occupying little, if any shelf space," he added. "S@ondly, they encourage customers to undertake projects that they otherwise may not have had the inclination to do. This obviously means increased sales of pressure-Eeated wood products, nails, screws, glue, and tools. A selection of videos also gives consumers the perception that their retail outlet is full-service, offering aid inside the store and out."

The Osmose videos were designed for the average homeowner but are demonstrated by a professional carpenter. Each comes with an instruction manual that includes safety tips and handling procedures as well as supplemental drawings and photographs.

Video orders are handled through Osmose Wood Products dealers or by the company's l-800-522-9663 number. They retail for $15.95 each.

Scotty's is the largest home enter chain in the country and the on$ one in Florida to try video demonstrations of various do-it-yourself pro!>cts. "'We are offering information to our c'ustomers in greater quantity and better qualig than ever before," said Dave Bryant, vice president and sales promotion manager.

"Customers have always been able to get the products they want at Scotty's. Now they can also get the information they need."

Vldeos show d-i-yers how to succeed with projects... Os. mose markets hou-to cassettes for fence3, deckq gpzebos... Scotty's tests kloslc

Eleven selected sores in Pinsllas, Polk and Hillsborough counties are testinS the 7ft. tall, fre€ standfuU video kiosks. Each kiosk is customized with two video players, a color television monitor and control devices. Each machine has 35 selections for customers to watch.

The demonsbations last abut2r/z minutes and show the basics of popular do-it-yourself projects such as installing ceiling panels or fxing a toilet.

"S@tty's is beginnhg to treat information as a product"" Bryant said. "We are merchandising it for the greatest possible customer a@ess."

Orens-Corning Fiberglas Corp. is joinirg Scotty's in the test progam. Vendors providirU &monstrations include Gold Bond Building Products, Stanley Tools, Congoleum Corp., Eagle Electric, General Electric and W. R. Bonsal.

The test will be evaluated by a research firm. Survey responses and sales figures during the three month test will be used to determine the success of the program. Results will be available late this month.

Manufacturers also have been successful in using video to reach their customersthe distributors. P&M Cedar Products Inc. relates this success story as an examPle.

Inspite of vigorous marketing efforts in print and personal sales calls, P&M found manY Potential cedar customers still didn't understand the difference between incense cedar and other western cedars. In addition, the storY of P&M's unique system of qualitY control and customer suPPort was not getting told. what they needed was a program that could inform their audience about the benefits of incense cedar and the unique qualities of P&M Cedar Products Inc.

After identifying their audience and deciding on how best to reach them, P&M decided to invite their distributors throughout the United States to host events where their program would be Previewed. It

(Continued from page 33) was determined that a three projector, multi-image program would provide the greatest impact for this audience. The program was also transferred to video tape to be used in conjunction with sales calls and more traditional presentations.

David DeBell is now director of human resources for U.S. Brass, Plano, Tx. John Gibson is eastern region sales mgr., covering Me. to Fl. plus Tn., Ky. and Al.

Ron Vergakis has been named gen. mgr. for Weyerhaeuser's Eastern Sales Center, Hot Springs, Ar. Also new at the center are Larry Kirkwold, residential sales & marketing mgr.; Bob Revell, industrial mgr; Howard Fischvogt, rePair & remodel mgr., and Jerry Wilson, floor mgr. for mill sales mgrs. Mill sales mgrs. are now Gary Wejrowski' mid-south lumber; Bob Schultz, Ms./Al. lumber & plywood; Carlton Morgan, N.C.-all treated; RaY Enloe, N.C. and mid-south PIYwoodl Bob Loucks, west coast, and Walt Sitter, Weycan.

Mark Richard Smith, Lowe's, Burlington, N.C., plans to marrY AmY Denise Thomas on Feb. 28, 1987.

Robert B. Claytor will continue as chairman and c.e.o. of Norfolk Southern Corp., Norfolk, Va., until Feb. 28, 1987, despite earlier plans to retire on Dec.3l. 1986. His successor, Arnold B. McKinnon, vice chairman, recently had heart bypass surgery.

Harold Rowland Jr. is the new Ga. and western S.C. sales rep at Collins-Caddell Lumber Co.. Charlotte, N.C.

The combination of multi-image slide/tape and video gives P&M the best of two systems. The multiimage program is excellent for use in their Hq. viewing room or a large gathering while the video is easily shown to a prospective buyer in his office. It can even be mailed to someone who wants to view it. The flexibility of the program has enabled P&M Cedar to use it both as an educational tool and a Public relations presentation through their distributors.

"Count On ItPremium Products from P&M Cedar Products Inc." has been in use since SePtember, and P&M is still discovering the benefits of marketing with video and multi-image programming.

Don Langston, v.p., merchandising, General Sentry Hardware Co., Atlanta, Ga., and Merv Warrick, v.p., director of purchasing, West Texas Sentry Wholesale Supply Co., Abilene, Tx., were named to Sentry's merchandise committee.

Randy Marks has been promoted to comgr. of 84 Lumber Co., Lafayette, La.

J. David Cartwright, v.p. and gen. mgr. of Campbell Chain, Apex, N.C., part of The Cooper Group, is now v.p. of operations at the Raleigh, N.C., Hq.; David Christmas, former marketing and sales v.p. for Campbell, is now director of technical sales for The Cooper Group, reporting to George Schlitt, v.p., sales.

Terry Pruitt is mgr. of the new Lowe's store in Lexington, N.C.; Debbie Frazier is retail sales mgr. and Mark Sarver is contractor sales mgr. Emory Worley will be mgr. at the new Lowe's in Southern Pine, N.C.

Rod Lott is now a managing partner at Ervac. Inc., Peachtree City, Ga.

Charles Curtis has been promoted to co-mgr. of 84 Lumber Co., Hickory, N.C.

Ray J. Berckes and Michael D. Wells, W.M. Barr & Co., Inc., Memphis, Tn., have been promoted to senior v.ps.

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