$ell a concept, not just a pile of products

By llllo Doblla manager-design Marlite Specialty Products Div. Masonite Corp.

TEN y.urc ago you simply needed the product. Today, you need the product and a themet

If you don't believe it, look at the new restaurants in your area. Nearly every one has a distinctive theme, and most emphasize a msre casual look and a return to the simpler lifestyle.

For that reason. we feel that more and bigger-ticket remodeling jobs can be sold by suggesting a theme and coordinating paneling, floor covering, furniture and accessories. And,there's no doubt that you can sell nostalgia. , but with a cheerful flair!

Sfory at a Glance

When you sell commercial remodeling products, sell a theme .... keep in mind that cheerful colors and nostalgia are "hot buttons" for making the sale. Today's woodgrained and textured paneling provides a perfect backdrop for a room with turn-of-the-century warmth. And these panels need not be limited to family rooms. Our Barnside planks, for instance, have been used in the kitchen and battuoom as well as living areas. They have been wellreceived, of course, as theme panels in a wide range of commercial installations, too.

Our research has shown that the woodgrain trend is to the natural texture. .the natural color. .and a dramatic move away from randomwidth planking to regular 2" and.4" widths. Dark finishes and lacquered surfaces are giving way to the natural wood look.

This trend also reinforces the nostalgia theme that can be used in almost any room - commercial or residential. People remember the slower pace and want to relive it - if only in their decor. There has been a return to the crafts and folk art, which presents an excellent way to accsssorize a room with a nostalgic fiair. Also, you'll find that floor covering and fabric manufacturers are tying into the same themes, so it is easy to coordinate a room with the natural * or nostalgic - look.

We have the nostalgic and natural look in three new plank products, the weather-textured. rustic-colored look of Country House is equally at home in a commercial or residential setting. Ught Roughsawn has the light tan color of fresh-cut cedar with regular 4" scoring. The 2" scored Shell Pecan Design has caught the nostalgia of old wood car siding that was part of our architecture 75 years ago.

What about color?

There is a sigrrificant change in color trends that can be incorporated into your remodeling recomnrendations. Again, research shows that customers are not interested in duller colors that are "easy to live with" for many years. There is an increasing use of solid accent colors for major portions of interiors. These solid colors may be used alone to establish a vivid color area, or the 16" x 8'planks can be alternated to create an eye-catching interior.

We are seeing more and more interiors that combine woodgrained or textured planks with colored planks. On one hand you're mixing nostalgia with contemporary. but today that's a very acceptable mix. Just look at clothing. You can mix styles and fashions with excellent results. So, don't back away from combining color vdth textured planks because the overall effect can be striking. Customers are looking for the new and different. You'll find that most people aren't looking for the "safe" interior treatment, but rather one that is different and striking.

Among the acmnt colors, we find that bright yellow, the yellow-greens and the orange familes are growingin popularity. The more subdued yellows and avocados, so popular in recent years, no longer are top-rated by "color watchers."

Cheerful is a key word to consider when planning any interior treatment. It is an unspoken thought in rnost prospects'minds.

Accent colors also tie into the energy crisis! Bright, warm colors will be used on a wider scale to create an environmenl where the psychological surroundings can offset lowered thermostats. Again, cheerful is a key word.

When suggesting decorating themes today, then, consider the mood ofthe enlire country as well as your product. You'll find that there is reassurance in the nostalgic. .cheerfulnes in contemporary color. . .and sales in a wellplanned interior package.

Egbar

by CHIP WOOD*

EGBAR. I had never heard of it before until I read about it in a Forbes Magazine article. It told of the failings of Itek Co. under prexy Frank Lindsay. It seems his attitude was one of "Everything's Gonna Be All Right."

As a result, it seems that another major corporation supplied their top execs with EGBAR buttons as a guard against complacency. And, too, it seems that some of ltek's board of directors paid attention. Lindsay is now looking for another job.

It's odd how EGBAR hit home; because we're all guilty of it. Some days more than others.

But let's face it. Everything lsn'r going to be all right, unless you do something about it.

It's up to you. And when you do it, everything will be all right. So, think for a moment.

Did you try to close that last sale as hard as you should have? Did you carry a sample of paneling in? Did you offer redwood? What about pvc? Did you stay there until you got an order? In short, what could you have done differently? Or better? Think about it.

EGBAR. It will be, but only if you do something about it. Now.

Remember Frank Lindsay. He's looking for greener pastures. But your greenest pastures are in your own backyard.

*Chip lUood is the pen name of a bight young comer in the industry who now works in middle management for a major forest products concem. - ed.

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