Dealers' merchandising plans

lA o-OP advertising, employee edu- cation, standardizing audio-visual sales training equipment, the farm market, home plans, market identification, planning for trends, National Home Improvement Council and more publicity for "National" were among topics gone over at len$h at a recent marketing and merchandising committee meeting of the National Lumber and Building Material Dealers Association held in San Diego.

Indicative of increasing interest in merchandising at the dealer level, the two-day meeting was the largest yet held by the committee, with nearly half a hundred dealers and suppliers present. During the following two days the Manufacturers Council meeting tackled product and market problems.

Everitt Lumber Co., Ft. Collins, Co., supplied a list of firms that have co-op advertising plans they use, so that NLBMDA can distribute it to the membership, as all present agreed on the importance of using co-op advertising.

A survey was presented that identified employee education as the No. I dealer concern. It reported dealers actively seek more how-to information for training and the use of sales aids.

A subcommittee passed on a recommendation that the LaBelle audio/ visual system be chosen as the one to standardize on so that dealers and a/v producers can have one system to buy, use and produce systems for within standard guidelines.

NLBMDA is now studying a proposal for radio and tv ads, in cooperation with the American Wood Council, to promote the use of wood and wood products, to combat the current publicity by the brick andblockindustries.

The importance of the farm market was recognized and "National" plans to issue a checklist so dealers can increase their preparation for and appreciation of this market.

A resolution was passed to send a Mailgram to all federated associations to urge them to get their dealer members more involved in selling the energy efficient home. Retrofitting of homes was discussed as a growth market for dealers.

The Colorado Gas Company's program of using its salesmen to sell its

Story at a Glance

Shirt-sleeves working session by dealers from all over the country demonstrated the increasing interest at the dealer level of merchandising . . a number of promotional programs were recommended.

customers on fitting energy saving devices to limit the amount of gas used was related as one of a number of similar programs used in different parts of the country. Under the Colorado plan, the gas company subs out the work to independent contractors. On the coast, Pacific Gas & Electric presently has a similar plan, and some 230 lumber dealers are currently tied into the progam.

One discussion group discovered that only one dealer present was actively participating in the National Home Improvement Time promotion, but that he strongly recommended it. Many felt that "National" should develop seminars to promote the Home Improvement Program through the federateds. Updated visuals in the HIT package as well as an earlier mailing, rather than in April,were felt necessary. NLBMDA firmly supports the HIT progr:un, but is not involved financially.

Increased communication with the trade press by "National" was urged, including additional news releases and annual meetings with the press.

A tour of the Boise Cascade yards in San Diego filled the final afternoon to a hardworking, two-day, shirtsleeves session that many felt unusually productive and a positive sign ofincreasing dealer interest in selling, merchandising and marketing tools and methods.