OPERAIING OPPORTUNITIES

Wally Lynch

Paid Associates PO. Box 741623 Dallas, Tx.75243

Tht'.litllou'ing material is a rcntinualion ol'the Opcrating Opportunitit's uilumn ap' pcaring in lhe .lonuar.v issut' til' Buildins Produus Dixcst - etl.

DIRECT MAII,

Pros: The audience is easily targeted. It is versatile. The cost is low in relation to most other media channels.

Cons: The enmity toward junk mail. The delivery time required. Mailing list ambiguities and duplications.

Yellow Pages

Pros: Good retention time. Presented by categories. Large distribution.

Cons: Space sold by annual lease cost. Performance measurement is difficult. Category listings olten require multiple insertions.

Telephone

Pros: Customer easily targeted. Low cosl locally. Adjuslable as message is conveyed.

Cons: lllegal in some forms in some places. Many customers believe it to be an invasion of privacy. Cost compounded by long distance toll charges.

MA(;AZINES

Pros: Reaches specific formatted reader. llas a long shell life. (ienerally superior reproduction.

Cons: Limited but specific audience. Long lead times to publications. Multiple insertions required for separale editions.

I}II,I,BOARDS

Pros: (ieographic flexibility. (ienerally lowest cost per 1000 exposures of any media. lmpact is away from home and office.

functions. Traffic and attention-getter. Often reusable.

Cons; No standards or formats. ltem selection to avoid clutter can be dillicult. Needs constant attention.

NOVEI,TIES AND SPECIAI,TIES

Pros: I:asily targeted. (;ood retention time. Attention-g,etter.

Cons: ('ost per 1000 is generally high. Message is limited. Measurement of effectiveness is difficult.

Transit

Pros: C'aptive audience. [-ow cost. Multiple exposures.

Cons: Small audience, misses nonrider segment of population. Crowding during rush hour can obscure the message.

A first step tojoining the ranks ofretailers who advertise is to audit what is happening in your trading area. ldentify what you're doing as well as who is doing what when.

Attempt to delermine where an opening exists. The idea is to single out where opportunities exist to drive through a wedge to reach potential customers

Cons: lllegal in some areas. Minimal message content for fast comprehension. I)ifficult to measure effectiveness.

Point Of Purchase

Pros: Provides lor multiple freestanding variations as well as support

The pundits of l:ifth Avenue classify advertising in many ways, but what you're looking for is something you can afford that will pay dividends in cost effectiveness. A good customer is someone with whom you can maintain communications. Acquisitions Services Positions Wanted

February 1989

CBS Elects New V.P.s

Central Builders Supplies Co., Sturgis, Mi., has added two new vice presidents to its ranks, promoting lumber department director Steven D. Boone to v.p. of sales and electing James P. McAuliffe to v.p. of finance.

sions, so we get together several times to compare notes."

The following tips will help an attendee to work the show efliciently and effectively: plan ahead; make appointments with key exhibitors; use the official show guide and program for latest information; work the show one exhibit level at a time; set aside time to wander the aisles and observe; pace yourself; use Innovator Awards as a guide to the best new products; be selective in picking up product literature; keep a written record ofspecifics discussed with exhibitors; eat regular meals and get plenty of rest.

Show Plan To Help Dealers

new system which will group exhibits by broad product categories.

Exhibits for the March l2-15 show at McCormick Place East and North, Chicago, Il., will be grouped in l0 categories. These include lumber & building materials/building specialties; doors/windows/millwork; paint & decorating/wallcoverings; hardware & tools; heating/ water/air conditioning; electrical/ lighting/security; plumbing/kitchen/ bath; storage products/furniture/ housewares/automotives; lawn & garden/outdoor/seasonal; store equipment & services/trade & consumer publications/miscellaneous; multi-category; international exhibitor pavilions.

With 19 years experience in the building materials business, Boone helped to increase lumber department sales in 1988 by 270/o to over $125 million.

McAuliffe, a certified public accountant, recently joined the 525member, 42-state buying group.

Home Center Show Strategy

Retailers who regularly attend the National Home Center Show have developed strategies for getting the most out of the gigantic display of new products, new sources and updated industry information.

Jerry Edwards, vice president of merchandising at Lowe's Companies, Inc., one of25 buyers usually attending the show from his company, has his buyers submit written objectives and overall agendas for what they want to accomplish at the show. "The buyers set their own schedules," he says. "lt usually works out that about 500/o of their time is controlled with preset appointments and meetings. The other 500/o is spent seeking out new products and ideas."

Dale Boozer, president of Boozer Lumber Co., Inc., Columbia, S.C., likes to attend as many of the professional programs as possible. After working out that schedule, he spends four or five hours on the exhibit floor for an overview of what is new. "Then I find a quiet place to sit down and plan an attack on 12 to 13 selected booths," he explains. "Two or three from our company buy as a group and are all in on major deci-

Ronald Rashkow, chairman and ceo, Handy Andy Home Improvement Centers, is a strong advocate of a new organization system for exhibits at the National Home Center Show.

"The idea came as a result of listening to dealer members' difficultiesa show too big to get around, with locations too far a apart," show advisers said about the

Osmose Sponsors TV Show

Osmose Wood Preserving,. Inc. will continue its sponsorship of America's Weekend Gardner, tv's longest running gardening series, for the fourth year.

All outdoor projects presented on the show by host Jim Bennett are constructed exclusively of Osmose Brand pressure treated wood.