Auto Racing Ads Reach Do-lt-Yourselfers

Home improvement stores increasingly are looking to auto racing to carry their message to d-i-yers.

Research shows that racing fans are loyal to their favorite drivers and the drivers' corporate sponsors. In addition, motorsports fans tend to be d-iyers.

"The typical NASCAR fan that shops our store spends 257o more than the average customer does," says Robert Tillman. chairman and ceo of Lowe's Cos.

Lowe's, which has sponsored a car in the Winston Cup races since 1995, will spend more than $20 million this year on racing-related advertising.

The company plasters its name and logo all over a car driven by Mike Skinner, even under the hood.

Home Depot joined the fray this year and will spend far less, but , says advertising manager Dick Sullivan, "hopefully, we'll outsmart them."

In February, Home Depot began sponsoring a car owned by former NFL coach Joe Gibbs, with driver Tony Stewart.

"We intend to make a total commit- ment to NASCAR," Sullivan says. "We will build tluee 53-foot rigs, the largest on the road, to carry our message to our more than 700 stores. At as many as he can make, Tony will be there to sign autographs and sometimes talk to our guests."

Depot is distributing 80 million ad inserts featuring Stewart and Gibbs' Pontiac, estimated to reach 80Vo of U.S. households. In a cross-promotion with Coca-Cola, Stewart's visage will appear on thousands of vending machines at Home Depot stores.

The chain also acquired the rights to become "the official home improvement warehouse" of NASCAR.

In response, Lowe's paid Speedway Motor Sports Inc. to become "the official home improvement warehouse of Speedway Motorsports." As part of the deal, Lowe's is the only home improvement chain that will be allowed to erect billboards at the six tracks operated by Speedway. And, the Charlotte Motor Speedway near Charlotte, N.C., has been renamed Lowe's Motor Speedway.

Auto racing promotions, advertising and sponsorships also have been successful for product manufacturers and other retailers such as Ace Hardware and True Value, which awards $2,500 to the "Hard Charger of the Race," the drivers who run the most laps in the top three positions.

Wood Vs. Concrete Study

Wood construction is faster and less expensive than concrete construction, according to two studies commissioned by the Florida Wood Council.

The first compared the cost of a two-story concrete block home shell and an identical wood-framed shell. Designed to meet ll0 mph winds, the shells were engineered with a formed and poured bond beam at the second floor and roof line. The concrete home took eight weeks from the pouring of the slab to the completion of the shell, while the wood shell took five weeks.

The second study, based on state adopted alternatives to meeting wind loads, compared identical single story structures built according to the Standard Building Code.

Both showed a20Vo cost advantaqe of wood over concrete.

OSB r Rated . Struc{ural 1 o U/L o Long Length Plywood r Rated

Sheathing o CCA Treated Plyutood r High Quality Lumber. OSB

Sanded Plyu,ood . ACX o ABX o BCX. GCXPTS . Structural 1 T&G

Marine Ptyrcd e SYP T1-11 o Fire Retardant Plyruood . Overlays

Decorative Sidings r Gomply T&G Underlayment. Cladwood Sidings

Rough Sheathing o MDO. Marine o Cladlood Exterior MDO Sidings

Superior Panels

Sheathings

ACZA & Green Doug

Sound r OSB

Maxi-Plank Panels

MDF o GAF ity Studs

Fire

Long

Panels o F

BCX o

Heartland

Multi-Coat

Brace I

Hardrcod

Plyrood o by thecarload or truckload.

Pine Boards lOverlaid ence System

Struc 1 . MaxTrim & Birch

Caulking & Energy

Domestic r Treated ng Fumiture

Pine OSB

Grade States Bi House

Wraps e Fir

Clear Lumber o Shutterboard . Marine o Cladwood - Best Priced MDO

Cedar Texture Around r SYP T1-11 r Rated r Structural 1 Long Length

Plyurood . Lumber - Green Doug Fir. Sanded Plywood r MDO

Plywood o Metal Flashing r ACZA Lumber & Plywood o Fir T-11 r Vinyl

Overlays r Domestic Hardwood Lumber. Fire Retardant Particleboard

Sealants r States Birch Paneling o Redwood . Heartland Vinyl Sidings

Multi-Coat Flexible Stucco r Energy-Wrap & Barricade House Wrap

Lumber Wrap o OSB T&G o CCXPTS . Structural 1 T&G r CDX