Merchandising aids for dealers

BY

E ACII -\'FAR building products l- manuiacturcrs spend millions of dollars for merchandising and display programs. The reason: to help dealers sell their products as effectively and as profitably as possible.

With the high premium on dealers' floor space, the business of creating display and merchandising programs has become a science with ntaterials polished, refined, and directed with rifle-shot precision through consumer lab research and in-store market testing. The results are programs that attract consumer attention and tietogether the impact of print and broadcast media advertising and publicity with important stimulus at the point of sale.

EDWARD A. MORE,I Nterchandising 1\lanccr |:ornrica Corporation

Today's well-planned building pro- duct merchandising program will coordinate a variety of elements:

. product display

. product literature

. how to install instructions banners and shelf talkers

. product information orientation tbr sales personnel, including films, and other audio/visual te chniq ues. on-lloor audio/visual programs lbr product use instruction. coordinated advertising and publicity materials.

. comprehensive product demonstration and clinic programs with trained personnel.

The successful dealer makes the most of the manufacturer's merchandising investment by using these programs in their entirety.

( 3) One national chain has its storc nranagers conduct weekly drawings to ellcourage lloor sales personnel to stay abrc'ast of new products. Salesnren are cncouraged to revicw ncw product literature. and fill out cards indicating they have done so. A drawing fronr thesc cards is held, rnd the winner leceives a valuable itenr. Store rnanagers then spot check participanf's product knowlcdge to nrakc sure of the results.

(4) Store managcrs nrake a point to see distributor or nranufacturer salesmen whcn they call and personally review display with floor salesnrcn. New ideas or difficulties are reported to help improve signs, or displays.

Ed More is a veteran of 21 years marketing management with Formica Corp. and a vital link between the company and the home remodeling industries. He currently is pres. ol the National Home Improvement Council (NHIC). Merchandising manager for Formica de corative laminate products, he has been active in professional home intprovement and builtling industry association programs. In 1975, he tvas the first building supplf ittdustry winner of NIIIC's coyeted Harold A. Sparks Mentorial Av'ard for "outstanding service to NHIC chapters. He is currently Chairman of NHIC New S p r,t n sct rs C o m m it te e.

Too many dealers short-change themseives. Well-tested and proven merchandising packages are used only in part. Some dealers find it difficult to make time to update displays and merchandising materials. Old programs remain after their effectiveness has diminished and, worse, exciting new programs are given only half-hearted initiation. Yet this phase of dealer operation has become so vital to the success of profitable sales volume that it cannot be left to chance. It is the key to successful merchandising. Successful dealers use some of the following methods to get the new merchandising programs off to a good start and keep them effective. For example -

( 1) Early morning meetings are scheduled with floor personnel. with manufacturer representatives to review new programs, point of sale aids, and answer questions.

(2) Store managers take weekly store turns to check new displays, literature and cleanliness of displays to make sure the product is properly exposed.

Manufacturers also are active in helping critique merchandising materials. Beyond personal calls. many conduct blind mail suryeys among dealers to give store managers an opportunity to comment on the merchandising program candidly.

Questions concerning color, styles, product pricing, display effectiveness, point of sale value, and local distribution source are often part of these surveys. Those dealers who cooperate are not only helping the manufacturers, but also are helping themselves to a better supporting merchandising program, year in and year out.

For the manufacturer to continue to improve and create better merchandising programs. better communications are needed between dealer and manufacturers. The building product distributor should be a key conduit for such communications. and the alert dealer will use this channel to pass along comments and ideas.

With today's acceleration in do-ityourself building product n.rarketing, the need to continue to adapt new merchandising methods to keep pace with the consumers' thirst for more product knowledge use and application is critical.

Making the most of nranufacturers' merchandising programs is one of the best ways to provide the type of product knowledge and informed salesmanship required to servlce the increasingly competitive marketplace.

ADD-A-B00M remodelings, such as this handsome master bedroom, are part of the estimated $30 billion annual renovation business, a marketing activity that's continu' ally expanding. A marketing kit with samples of literature and merchandising aids to promote sales for indoor and outdoor pro' jects is available from Western Wood Products Assn., Dept. MK-16, Yeon Bldg., Portland, 0r.97204.