MR!

There's more to Ultra\flood' than its uncanny abiliry to repel water and fight rot, decay and termite attack, More than its 5}-year Warranty. And, more than its long{erm resistance to checking, splining, and cracking.

Ultra\flood's backed by the best merchandising and promotions pfogram in the business. \X/ho says so?

The Siluer Pro-Ads Award for excellence was given to UltraWood's consumer brochure. Ultra\flood commercials were a "National \flinner" of the coveted Siluer Microphone Award. Its national merchandising and marketing strat egy won the Kqtstone "Grand Award" for Amenca's most comprehensive approach to retail sales. No other pressure{reated lumber marketing program has received more recognition.

So, when you stock UltraVood, count on compelling point-of-purchase materials to generate sales, Rely on effective employee training. And, depend on exciting promotions to reach your high-volume customers.

Contact your regional producer or CSI tollfree 800-421-3661. See why Ultra\flood is a real "seasoned seller"!

DAVID CUTLER editor-publisher dcutlcr@ioc.Et

Dream Scene Or Something Else?

When the typical American couple dreams of improving their home, visions of beautiful exteriors and interiors dance in their heads. All is bright and fresh, newly painted and clean, with everything neatly in place.

Then they go to their nearest home improvement retailer. What do they find? Too often it doesn't match their dream. In fact, sometimes it's a nightmare of dirt and disorganization.

From the fading sign out front above the weeds in the parking lot to the exterior that needs new paint around those cluttered, dirty display windows, the first look isn't promising. The interior isn't conducive to ramping up many dreams either. Displays of unrelated merchandise from the early '90s clog access to the aisles, where it's possible to fall over half-empty boxes. Shelves are carelessly strewn with colorful packaging sitting at odd angles. Dust rests heavily on many of them. The entire store seems to be yawning at the customer.

It doesn't have to be like this as thousands of excellent stores testify. Our savvy dealers realize that the seller of home improvement should have the best looking store in town. Inside and out. Surveys show newspapers and magazines are the prime source for home fix-up ideas. The best retailers realize the stores themselves should be a powerful generator of ideas. Kitchen and bath vignettes, moulding displays, siding samples, door and window uueas can show customers how beautiful these products can be in real life. Anytime the natural beauty of wood can be displayed, they do it.

Owner illness, declining neighborhoods, inattentive chain headquarters are :rmong the rcasons stores decline. Yet for some that slip, there is no good reason. It just sort of gradually happens. Then, suddenly, it's too late.

It affecs Big Boxes as well as independents.

If your store suffers from any of the above, assistance is available from associations, co-ops, vendors, local libraries and trade magazines. Go for it.

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