Advertising for more sales

Advertising related problems consume large amounts of time of retail lumber and building material dealers.

Realizing this, the National Lumber and Building Material Dealers Association advises that professional ser- vices would be a good investment. They determined that the ideal solution would be for each building material dealer to have a highly competent advertising agency in their local area thoroughly familiar with promoting the products the dealer sold. This seems to be a problem in some communities, particularly smaller ones.

Effective communication between an agency and the dealer is a must. An agency must be experienced in the industry to be able to periodically suggest types of products the dealer might like to feature in promotions. The dealer needs to select items by brand and model, and, in turn, an experienced agency could work up copy as thoroughly as possible for delivery to the local newspaper.

Acceptance of the agency should be predicated on high quality artwork and advertising ideas, timely promotional suggestions, exceptional communications procedures between dealer and advertising agency and reasonable cost for the services pro. vided.