"SpecialtyProducts"

Display - Educate - Demonstrate

Promote and Sell!

Bv Charles Lauber V[ce President Advertisino and oromotion Palmer G.-Lewis & Co. Auburn, Washington

n\ HIS five word capsule formula I underlined above is necessary. we feel, for successful merchandising and selling by any type ofretailer seeking volume sales.

Let's break it down into common denominators:

(f) PROPER DISPLAY - most important. The in-store display must be eye-catching, store product inventorY, include 'ohow to" literature and be strategically located in a good traffic area. Outstanding examples are Cristal ceramic tile (see photo) Z-Brick, and K-Lux Nu-Top decorator Plastic.

(2) EDUCATING STORE SALES STAFF - essential that counter men be informed and trained to effectively sell the home remodeling customer. Product knowledge

Story at a Glance

Sets out and explains vital factors necessary to successful merchandising of specialty products... stressed is need for consistent, well-planned advertising.

meetings sponsored by suppliers and distributor regarding consumer benefits, application procedure and ordering are prerequisites. "Product knowledge is selling power". Don't overlook special incentives (spiffs) for inspiring and activating sales staff for specifi c promotional periods.

IN.STORE PRODUCT

APPLICATION DEMOS bv factory representatives provide actiono showmanship, excitement and draw traffic when such demonstrations are properly planned and advertised. An excellent way for prospective buyers to become personally involved.

Product Promotion

is obviously essential to draw retail customers. Attractive display ads in newspapers or other media such as special tabloid flyers, radio or live TV demonstrations should be programed. Supplier and distributor co-op advertising

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AN EFFEGTIVE mass merchandiser display. This 6' long gondola for Cristal Ceramic English Tile has attractive header board, inventory ol tile, adhesive and grout plus beautiful "how to do it" product folders. Two other sizes of the display are available: larger 8' gondola and 2' sell adhesive tile display.