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First, familiarize yourself with the product's prornotional progrant. Cornpare the carnpaign's objectives with your store's ntarketing plan. Is there a fit? Are time frames compatible with your advertising schedules? Are campaign objectives suitable for your market, market position and goals you've set to get higher margins? If not, it's best to pass. But if the answer is yes, it's time to decide how to take advantage.

Begin by forecasting sales for the product during the campaign period. Establish goals and discuss them with your floor personnel.

Consider where the product will be positioned in the store. If it can't be moved from existing shelf space to gain greater visibility, use the vendor's point-of-purchase rnaterials to direct customers to its location. P,o,o's reinforce nationally advertisecl product values and prompt sales. Chances are, customers will recognize them.

For example, Chemical Specialties, lnc. (CSI), recently launched a national campaign designed to promote UltraWood water repellent pressure treated lumber. It kicks off with an article this spring featuring an UltraWood deck in Better Homes & Garden. A direct mail program will reach over 30,00O architects, contractors, remodelers and others. Participating retailers will receive in-store promotion materials and media kits containing print, radio and tv ads suitable for local promotions. It will be augmented by national advertising and a national toll-free number where consumers can locate their nearest UltraWood retailer. All leads generated through the campaign will be forwarded to the retailers.

CSI vice president for marketing Jim Saur says it's important to decide how the nationally advertised product will affect the sale of related product lines. For instance, promotionof valueadded pressure treated lumber should also affect sales of tools, hardware, paint, other construction materials, deck and landscape accessories, outdoor furniture and planting materials.

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How retailenr can tie-in with national product promotions ... positioning the product, identifying cross-sellang opportunities, organizing direct mailings and following up.

Consider "packaging" the vendor's product withcompatible products. Forecast collateral sales revenues and establish goals for your store and floor personnel. Cross selling products can be done by "packaging" them through sales incentives, store location or instruction by store personnel.

Saur also suggests: o Make use of the vendor's media kit and media schedule. lnclude logos, line art and other materials in your store advertising. Always identify your store as "the place to buy" the certain product. r Make sure all floor personnel understand the value of selling the item during the promotional period. Always take steps to ensure their appreciation of cross-sell techniques and opportunities. o If customer referrals are sent to yow store, organize a plan to follow up. Telemarketing and direct mail are useful tools to follow up leads and develop contractor-related business.

. "Piggyback" your advertising on the vendor's ad schedule. It's best to follow instead of lead.

National campaign materials are ideal for use with direct mail programs by your store. Use your own contractor sales lists or secure other lists from a direct mail agency or direct mail list house.

Send your mailing (called a "drop") shortly after a national vendor's key advertising event. The mailing should be "Here's why this is the place to buy." You may also want to create incentives for these customers to visit your store during the promotion. This way gains an immediate edge over stores that do not follow up on national campaigns.

Once convinced that a national program can benefit your store, planning the events that take advantage of the national product exposure is the key to sales. Vendors are ready to supply promotional materials, and most can provide direct assistance in making their campaigns work for you.