Dealer advertising contest

f)UTSTANDING dealer advertising v programs will be honored in a new series of awards to rbe presented annually by The Merchant Magazine and the Lumber Merchants Association of Northern California.

The awards are designed to recognize excellence in adverrising and promote additional attention to this important selling tool.

"We've all been told many times tlat business revolves about advertising," comments Merchant Publisher Al Bell, "but in many instances too few hear the message and do something about it. On the other hand, some dealers have done an outstanding job of increasrng business via a regular advertising programand it's these dealers we want to honor now and in the future."

Co-sponsored by this magazine and LMA, the awards consist of handsome plaques to be presented during the special awards luncheon at the close of the 28th Annual LMA Convention at Lake Tahoe April 30. Winning entries will be on display throughout the convention.

"Rules of Entry are quite simple," explains LMA's executive vp. Bob McBrien. o'The individual dealer must belong to LMA and submit three representative advertising tearsheets from his 1967-68 program and a one-page typevritten summary of the results obtained. Increased store trafFc, increascd business, increased profits, etc., should be detailed."

Tearsheets and the summary sheet must be in the LMA office al5,l,6 El Camino ReaI, Los Altos, no later than April 20, and sooner, if at all pos. si,ble. Each entry will then be presented along with all otlers to a panel of advertising experts for judging.

"We have selected an excellent panel of expertq" comments Publisher Bell. "and assure each entrant his material will be carefully reviewed and appraised. Constructive comments made by the panel will be passed along to the individual dealer for his consideration in preparing future advertising."

Heading the judging panel will be David Cutler, editor oL The Merchant. He will be assisted by southern Cali fornia retail dealer Terry Mullin, Jim Cooper, Cooper-Davis advertising and the .Wood Information Bureau, Los Angeles, and Edward A. More, western marketing director of the Formica Corp. and a long.time national advertising manager, Entries should be submitted with a designation as to the approximate annual sales volume of the firm. Judges will then choose winners irr the following classifications:

$50,000 or less volume

$251,00 to $499,000

$500,000 to $999,000

$I million to $2 million

Over $2 million

Plan now to enter this contest. Send your entry to LMA today.

55MAKE It Great in '68"-rhat's the 'lvr goal of every retail building ma. terials dealer and the theme of the 28th annual convention of the Lumber Merchants Association of Northern Cafifornia, April 28-30 at Lake Tahoe. o'Many dealers look upon each year as a new challenge i*td " newopportunity to better their business and increase profitsr" comments LMA President Arthur E. Masters. "LMA leaders feel that there are many factors which could help dealers really make it great in 1968 and that's just what we are aiming at with our convention program."

The M'erchant Magazine and LMA announce contest to encourage excellence and results in and from dealer advertising.

One of the principle progriuns on the LMA Convention agenda is merchandising. National manufacturers and local suppliers are being invited to unveil their 1968 promotion programs to dealers and Craig W. Moodie, Jr., director of advertising and promotion for Armstrong Cork Co., will give dealers numerous ideas which can be used to increase sales and profits.

"Our marketing department says the dealers' greatest need today is better merchandising," comments LMA executive vice president J. R. McBrien, 'oso naturally we hope to fill some of this need. W'e encourage all dealers and suppliers to join hands in this efiort so immediate results can be seen."

LMA convention chairman Charles Cross, Sr., Truckee-Tahoe Lurnber Co., plans a "speeded-up business program" which will leave ample time to cover as much merchandising as possible. Committee reports will be prepared and printed in advance for distribution during the business sessiol.

On the social side, LMA golfers will test their abilities at Tahoe Paradise Golf Club. Chairman Hudson Lee has promised to melt or shovel away all the snow so members can tee off between 10:30 a.m. and Noon. Prizes will be awarded.

An Industry-sponsored reception will be held from 7-8 p.m., followed by a dinner show in the famous fupen Grove room. Another industry reception will be held Monday evening, followed by the president's dinner dance which will feature Hawaiian decorations. Ladies attending this event will receive special gifts.