Onlv waY to deliver robfing material!

Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plans to attend.

June

Carolinas-Tennessee Building Materid Association - June 13' 16, summer conference, Fort Magruder Inn, Williamsburg, Va.; (704) 376-1503.

Fly-In For Freedom - June 15-19, The Washington Court Hotel, Washington, D.C.: (919) 633-2288.

Mid-America Lumbermens Association - June 20, Sooner Slam golf tourney, Coffee Creek Golf Course, Edmond, Ok.; (816) 931-2102.

Florida Building Material Association - June 20-23, summer management retreat, PGA National Resort & Spa, West Palm Beach, Fl.; (352) 383-0366.

Oklahoma Lumbermen's Association - June 2l'23, summer conference, Western Hills State Lodge, Wagoner, Ok.; (405) 840-t77r.

Southern Pressure Treaters Association - June 2.}'25, summer meeting, Sandestin Beach Hilton, Destin, Fl.; (334) 968-5726.

Forest Products Society - June 2326, annual meeting, Marrion City Center Hotel, Minneapolis, Mn.; (608) 231-1361.

Green Building Materials '96 - June 24-25, Raddison Hotel, Gainesville, Fl.; (904) 392-5930.

Timber Products Manulacturers - June 2G2'E, annual meeting, Sun Valley Lodge, Sun Valley, Id.; (509) 5354646

National lfardwood Lumber Association - June 27'28, sawing seminar, Memphis, Tn.; (901) 377-1818.

July

Louisiana Building Material Dealers Association - July 11'14' summer conference. Marriott's Grand Hotel, Point Clear, Al.; (504) 927 -4317

Orgill, Inc. - July 12-14, fall market, Cook Convention Center, Memphis, Tn.; (901) 948-3381.

Kentucky Lumber & Building Material l)ealers AssociationJuly 15, golf, Spring Lake Country Club, Lexington, Ky.; (502) 245-6730.

Carolinas-Tennessee Building Material Association - July 18' 21, leadership conference, Myrtle Beach Hilton, Myrtle Beach' S.C.; (704) 376-1503.

Servistar Corp. - July lE-21, home and garden convention, Charlotte, N.C.; (412) 2834567.

Interbuild Australia '96 - July 2l'24, New Melbourne Exhibition Center. Melbourne, Australia; (3Ol) 65 6-2942.

National Hardwood Lumber Association - July 22'4, hard' wood drying seminar, Memphis, Tn.; (901) 377-1818.

International Lawn, Garden & Power Equipment Expo - July 2E-30, Kentucky Fair & Exposition Center, Louisville, Ky.; (502) 473-1992.

August

Southeastern Lumber Manufacturers Assn. - Aug. l-3, annual meeting, The Homestead, Hot Springs, va.: (404) 361-1445.

National Hardwood Lumber Association - Aug. 6'E, lumber grading short course, Memphis, Tn.; (901) 377-1818.

Wood Moulding & Millwork Producers Association - Aug. 7' 10, summer meeting, Victoria, 8.C., Canada; (916) 661-9591.

National Building Products Exposition & Conference - Aug. 10-13, Navy Pier, Chicago, Il.; (847) 605-1025.

Marketing To Hispanics

The Hispanic market for home improvement produCts is large, growing and undertapped, according to Rick,,Davis,, Go"lAen.,ffin PioduCtioni, producer of the 56.j1.y,biirselfei,rtelevision: program,,M<j orando Su Hogrzi,(IfiprovingYour Home):

ACcoiding, to::DaVis, thefe:are ovor 28 miition Hispanics, in tn-e, U;S :, legal ly;,1'lW' of, the popu lation), who,.,sFont oVer $228:billion:on consumer goods in 1995. rThe growth rate of the Hispanic market in the U.S. is eight times its nearest competitor," he says. "In tact, wifhin 10 years,,Hi:spanics,,,wil1 surpass African AmeriCans,as the lmgest rninoiit:y.in the country. By the.yea12- 50, one out of every four Americals will be of ,!Ii$panid,,or.igin.," ;,. ' , Davis claimi the Hispanic market is fairly "asy to tap

(1) Of the 28 million Hispanics in the U.S., 807o Speah,,SpaniShrmost or,all of the time,,,and cannot be hed,througtgeneral.mfiet cffidgns.

.,(2) .,llispailCs,.,iue Conae;Uataa i;. .'ifecifi c areas of the,,country, *ift,Califoiniaf ar*ur, Florida, New York and Chicago accounting f.or 75Vo of the Hispanic popu-

Depot Firms Expansion Plans

Home Depot remains on target to double its store count to more than 900 by the end of 1999, anticipating its ll.6Vo share of the $134 billion industry concurrently will nearly double to 22.lVo, president Arthur Blank announced at an investment conference.

Blank also revealed the company is:

. Eyeing South America and the Far East and will decide by early fall where to expand overseas.

. Concentrating its installation business in only a halfdozen specialties, including kitchen, bath and carpeting. Still experimenting with its upscale Expo stores and won't add any more this year, although new Expos are likely in 199'1 . "We are closer to a final formula that we feel comfortable with," he said. "The more different they are from a Home Depot, the more successful they are."

Second Scotty's Jr. Coming

Although it developed the concept for towns too small for a superwarehouse store, Scotty's will open its second Super Hardware next month in a congested metro area, Largo, Fl.

Scotty's said it designed the scaled-down home center to serve a two- to three-mile radius, unlike megastores, which typically must be spaced eight to l0 miles apart to prevent their markets from overlapping.

Larger than a neighborhood hardware store but about half the size of a regular Scotty's, Super Hardware stores will stock 20,000 items, about 10,000 fewer than a regularsized Scotty's. There will be no design center, plant nursery or construction materials. The only lumber stocked will be convenience items.

"It's really a cross between our two types of Scotty's stores," said Tom Cook, v.p.-hardware.

you try to teadh African Americans, 14ou'll reach,some non.African Americans, ,if you try to reach womenf you'll reach some men," Davis says, "But if you try to reach Hispanics in Spanish, you'll only reach Hispanics."

(4) There are far fewer Spanish-language advertising vehicles in the U.S., and the lack of advertising clutter allows individual messages to get through more clearly. Although therb,aie an increasing number:of Spanish, language radio stations, there are only two national television networks for Hispanics, Univision and Telemuiido.

(5) FJispanics are fieiCely brand loyal, so those who entgr the market first have an edge in locking out the competition.

(6) Hispanics are a proud people who desire respect. ilhey wil!,not respond io dubbed commercials or advertisements featuring blonde-haired, blue-eyed AmeriCans. They must be spoken to with respect, in their own language, with the right sensibilities. Personal contact is also very effective, so event marketing can be a:ieal plus;

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,,,,

(3),,Eottars spetrtr marketing:.io Hi$panics in Spanish are,rnoie,Cost i effiCient eCause, it, is mdie, exclusive. "If

,,Cltft Buildl." Square and The Stanley Works have rerrewed their lead sponsorship of Mejorando Su Hogar's 26-week run for the third year in a row. Other sponsors include 3M, USG and Price Pfister.