How to advertise moulding

IESPITE the huge amount of advertising done by lumlJber and building material dealers, the inclusion of moulding is infrequent. But the paucity of publicity is to be expected, considering how difficult it is to advertise moulding and especially to advertise moulding effectively.

An inherent contradiction is that consumers typically purchase mouldings to upgrade and individualize their homes, yet today's home improvement advertising typically stresses price and store traffic, the antithesis to quality and individuality.

Nevertheless, moulding traditionally provides high margins, and effective advertising can help increase sales. Here are the keys to remember when planning your moulding advertising:

Sell quality. Use the words "high quality," as well as colorful adjectives that create the same picture: genuine, warm, rich, authentic, smooth. Customers also connote quality with brand names, so mention them. But even if your ad features a brand that is not well known, include in the same ad other brand names that you also stock.

Ads, promotion pieces and other materials promoting moulding should feature quality production values, including photography, artwork, printing, color reproduction and paper. Although expensive, full-color says quality.

Crorr promote. A sampling of profiles may motivate a few contractors, but homeowners need to see a product like moulding in action. Most effective is photography of a moulded room. This technique allows a single ad space

,.ll6w,tO,GetMOre:from Your Ads

(1.) f*t clippings o, u blo*-up of each ad in your store, :so Customers can see it and be encouraged,to buy the advertised merchandise.

to promote multiple products and stimulate project sales. Ads can also promote installation and other services. They should promote ideas that go beyond the usual price and item information. They needn't even mention specific prices; simply pointing out the availability of products can encourage sales.

Get hetp. Both your selected advertising medium and your moulding suppliers can provide assistance in assembling and planning your advertising. Often newspapers, magazines and radio stations will help small companies design their promotional pieces. Millwork manufacturers and distributors usually have ad slicks that can be customized to your business or promotional materials that would be suitable for stuffing into your monthly statements to your customers. Bounce ideas off these folks; they all have a vested interest in your advertising being successful.

Open the Door to Easy Moulding Projects

Inside or out, Georgia-Pacific has the moulding product to showcase your new doorl

SUPPLIERS often provide dealers with free co-op advertising materials.

In addition to materials, suppliers rnay offer co-op advertising funds to help with the ad costs. If you are not claiming co-op funds as part of your ongoing advertising effort, ask your manufacturers and distributors how much accrued co-op advertising you have available to support future projects. Co-op support may make even sizable advertising projects economically feasible.

(2) n. sure that everyone working in your store sees the ;ad,ron the day it,runs (or beforehand), so that they'll know what'customers are refering to.

(J/ Use ad preprints (previews of the:ad sent before it runs) qf ad reprinis {copies sent after it runs) as direct mail pieces to customers or prospects.

(4) Oon't advertise an item if you have a very limited supply and cartlt get more of it quickly, unless it's a oloseout ad.

(5) fufo"ito. each ad's results, either by asking if customers saw the ad or including coupons that can be tracked.

Suppliers may provide added assistance for special promotional projects. Seek extra support if you are introducing a new product line or opening a new location or showroom. They may also provide a representative or materials for a contractor fair or millwork installation clinic.

To be most effective, moulding advertising must evoke in customers an image of quality, one that is carried through when they arrive at the store via a handsome display area and a knowledgeable sales staff.

Story at a Glance

Advertise moulding effectively by stressing quality, cross promoting and relying on suppliers.