We knovv lumber Let us help

Whether your job is as ornate as the famed Carson Mansion in Eureka, Ca., or as plain as a do$ house, we have the experience and facilities to provide you with the unusual and uncommon in lumber, moulding and millwork items, as well as the ordinary, in any cluantity you need. If we don't have it, we can make it.

Just ask. A In Redwood, Union Forest Products has S4S and pattern lumber, architectural patterns; mouldings, mixed loads and units available LTL, T€pT and rail. A Also please inq[uire on clear Douglas Fir and Hardr,voods.

Intense Promotion Pays Off

To paraphrase a comment of the current times, "when the going gets tough the tough get going." Ifthere is something you want, go for it.

Apparently the Palmer G. Lewis Co., Inc. advertising and promotion high-intensity all day seminar held at Auburn, Wa., had something the dealer wanted. Dealers and store managers came from all over the state for the third annual session.

According to Chuck Lauber, PGL advertising and promotion director, the turnout journeyed from all over the Evergreen State, Spokane, Yakima, Prosser, Moses Lake, Bellingham, Roslyn and Kingston as well as from Seattle, Tacoma, and Olympia. Attendance figures revealed 36 dealers and 2 suppliers present to learn advertising planning, budgeting, media selection, the use of co-op funds to increase advertising muscle, moving merchandise by utilizing tabloids, truckload sales, home shows, product demonstrations and proper in-store merchandising.

In the afternoon, testimonials by three retail dealers highlighted "My Most Successful Promotion." The stars of this segment were Pat Cavanaugh, partner, Cavanaugh Ace Hardware, Auburn; Debbie Meier, v.p., Sea-Coma Lumber, Tacoma, and Rick St. Mary, mgr., Upper Valley Hardware, Selah. Dramatic sales increases were enjoyed by these dealers who had strong positive promotions in spite of economic hardships. Staff increases at Sea-Coma Lumber, for example, resulted from effective promotions. Two full-time employees were hired to handle increased sales.

The official welcome to students came from PGL president and chief operating officer, Richard E. Lundgren. The keynote speaker was David Rogoway, director of information services for the American Plywood Association. His presentation of the APAFamily Cricle house of the '80s and the all-weather wood foundation system caught the fancy of the audience.

A "hands-on" session involved all students with the task of laying out a half page newspaper ad from

The Merchant elements supplied. A truckload sale heading, illustrations, body copy, a variety of coupons and tools including rulers, glue sticks, pencils and a newspaper layout sheet were handed out. A new respect for creating newspaper display ads and the local media staff serving the retailers was developed, according to Lauber.

The co-op advertising instructors included Don Carlock, Diversified Media, Seattle, who opened many eyes to the tremendous "sleeping giant" potential by relating the case study of one retailer he guided from being a $40 a month advertiser up to a $15,000 budget, most of it paid by supplier co-op. Darrell Nelson, coop coordinator for the Tacoma News Tribune, explained the simple but necessary steps and methods used to set up a retail co-op program and PGL's co-op coordinator Joyce Grip gave specific comments directed to retailers concerning distributor requirements.

PGL's printing and promotion experts Jack Gilbert and Jim Bentley, covered the tabloid promotions,

Lightuveight and flexible for easy handling

Reusable for longer life

Rip-proof and waterproof for greater protection

Low cost for safe economical storage

Available in white to reduce condensation

"CRIFFOLYN is auailable in a uariety of weights, sizes and types to fit euery ,i"d.i' Phone or write today fo, your free brochure and samples: (InTexas or Canada call colbct: (713) 943-0070).

Call T0LL FREE 800-231-6074

March,1982 truckload sales, product demonstrations and store merchandising. Lauber acted as m.c. and presented advertising basics and media analysis.

All students were presented with a special Advertising and Promotion Certificate of Merit and a questionnaire requesting opinions and analysis of the program's effectiveness.

"The tremendous interest and response indicated by dealer turn out prompted us to take the show on the road," concluded Lauber. "Already we're making plans to schedule similar seminars in Oregon and Eastern Washington. We know that dealers who advertise and promote aggressively will survive these tough times, enjoy increased business and produce turnover."

HIGH INTENSITY advertising and promotion speaker, (1) Pat Cavanaugh, Cavanaugh Ace Hardware, Auburn, Wa., explains the way to gauge the success of a promotion based on promoti0n expenses versus dollar volume sold. Retailers attending lhe seminar sponsored by Palmer G. Lewis Co., Inc. faced the challenge of assembling half page truckload sale ad from elements provided with (2) Jim Bentley assisting Lowell Hanson, Field Lumber, Kent, Wa., and Rob Harper, Harper Building Materials, Rosyln, Wa. (3) P0rtion ol the group attending from all over washington state. (4) Rick st. Mary, mgr. Upper Valley Promart, Selah, Wa., tells his promotion success story. (5) Debbie Meier, v.p. Sea-Coma Lumber, Tacoma, Wa., explains using a tabloid in conjunction with newspaper and radio back-up.