How to advertise your store for free

newspaper clippings provides suggestions for any store. They include an announcement of a how-to clinic with dates, time and store address; quotes from store managers in d-i-y stories ranging from building a deck to matching paint and winterizing a house; a news story on a store's employee drug testing program, and coverage with photos of a donation of labor and materials for the renovation of a local youth center.

Any home center or lumber yard can develop a similar collection of clippings by contacting editors and sending press releases to newspapers. Hiring, promotions, accomplishments of employees, anniversaries, expansions, remodeling, new equipment and how-to clinics are all newsworthy.

Donating materials to worthy causes or sponsoring youth teams can gain recognition and publicity for a store, but there are ways to gain exposure without spending money. Inviting Girl Scouts to sell cookies or calendars at the store or having a special shopping day with refreshments for senior citizens can also merit a story and a photographer.

Contacting an editor or passing the word to the person who handles your newspaper advertising should put you on a list of people willing to provide reporters with information. As your name and store appear in articles, you will be paving the way to participation on local radio or tv talk shows on home improvement or speaking to a high school shop class, a garden club or similar group.

Editors are busy people. They like material to be concise and accurate. All news items must be identified with the name, address and telephone number of the sender. The who, what, when, where, why and how formula is best for the story. If you find it difficult to write a news story, simply answer those questions. Above all, be accurate in facts, names and spelling. Ask for a photo if the event is something people will be interested in seeing or volunteer to send photos, making sure you understand the newspaper's requirements.

Story at a Glance

Ways to build storc rccognition how to reach customers without spending money on advertising media events, press releases, frce publicity sugges. tions.

Organization and brevity are essential when making a personal call or telephone contact. Review what you are going to say or ask, get to the point immediately, keep it simple, be enthusiastic.

Follow these suggestions and you'll find people in your town talking about your store as much as Home Depot.

Eugene Osborn, 59, manager of Robert Allen Lumber Co.. Jenks. Ok., died from heart attacks complicated by pneumonia l"eb.3, 1991, in Tulsa, Ok.

A native ol'lloynton, Ok., he was a 4O-year lumber veleran, managing Stuart Lumber Co., Sapulpa, Ok., for l I years before joining Robert Allen Lumber in 1971.

Mr. Osborn is survived by his widow, Louise, two daughters, two sons, one brother and seven grandchildren.

Horace Elmon Calhoun. retired employee of E. L. Bruce Lumber Co., Memphis, Tn., which closed in 1975, died Jan. 20, 1991, in Memphis. He was 91.

Mr. Calhoun is survived by two sons, two daughters, one sister, two brothers, 22 grandchildren, several I,reat-grandchildren,great-great-grandchi ldren.

John A. Simmons. 77. lbunder ol' Sinrnrons tluilding Supply Co., l:reeport, Tx., died l)ec. ll, 1990, in Jones Creek, Tx.

A native ol' Purves, Tx., he started the business in | 95 l, retiring at lhe end ol' 1988. lfe was a longtime director ol' thc Lunrbernren's Association ol'Texas, 1976-77 president and 1972 Lumbernran ol'the Year.

Mr. Sinrnrons is survived by his widow, Jean, one son. one sister. and three grandchildren.

Fred Phillips Jr., 66, former owner and operator of Wood-Phillips Lumber Co., [)umas, Tx., died Jan. l 8. l99 | . in [)umas.

Born in Marlin, Tx., he spent his entire 48-year lumber career at this company which closed in the midI 980s.

Mr. Phillips is survived by one son, one daughter and one sister.

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Redwood: A Natural Favorite

Redwood can be an excellent recommendation to customers shopping for the best looking, best working, most durable material for decks or outdoor structures. No other natural wood or manmade product has achieved as high marks from the Forest Products Laboratory, according to Haley J. Bertain, market development manager for Simpson Timber Co.'s redwood division. Other species can gain durability through the pressure treating process, but this does not upgrade their shrinkage, warping, freedom from pitch, finish holding and workability rankings. Only redwood consistently receives the highest ratings for these performance qualities, he points out.

In addition. redwood will resist warping, twisting, splitting and checking better than other woods. On a deck, it goes down flat and stays flat. Its heartwood resistance to rot and decay goes clear through, Bertain emphasizes. Cut ends and bore holes need no special treatment to keep nature's grown-in warranty for redwood.

Diamond Hill Supplier Awards

More than 100 persons attended the annual Diamond Hill Plywood Supplier of the Year banquet and awards ceremony in Charlotte, N.C.

John Ramsey, president and general manager, and Jim Ramsey, executive v.p., presented the top award to Abitibi-Price Coro.. build- ing products division, represented by Kevin Cummings, southeast regional nlanager,

Others accepling, awards at the Jan, l7 event were Mac Gardner, area sales manag,er, States Industriesl Bob Schaub. regional sales manager, The Amerock Corp.l l)an Springer, senior area manager, Abitibi-Price: John Saunders. sales represenlative, Hettich America; Jim llill, sales representalive, Anrerock: Bernie Bracken. sales representative, A merock.

Flre Strlkes Twlce At Paty

The second mysterious fire in six weeks hit the Paty Co., Bristol, Va., burning a 5,000 sq. ft. warehouse to the g,round.

The l l:00 p.m. Feb. 3 blaze, which destroyed the two-story storage building for lumber and insulation products, is still under investigation, reports manager Butch Tolley. Similarly, officials have yet to pinpoint the origin of a Dec. 24 fire which caused about $25,000 in damage to a warehouse at the opposite end of the yard.