Bucks from Books

O-IT-YOURSELF and home improvements are where the action is. They already rank high on the consumer's list of preferences when considering spending their discretionary dollars.

And now, the idea of "saving money by saving energy" is adding still further impetus and growth to this market. More than 40 million of America's 73 million households are undertaking (or planning to undertake) in-home energy saving projects through 1980, according to a recent survey by Predicasts, Inc., a widelyrecognized consumer research group. Many of these will be d-i-y projects such as weatherstripping, caulking, insulation. etc.

As simple as many of these projects appear, the d-i-yer still needs and wants how-to-do information and guidance. Manufacturer's literature provides this on their own products. But the consumer also wants information in advance to help him select the right type of product for his specific project.

For this kind of information he has to depend upon books by publishers such as Better Homes & Gardens, Sunset and many others. Unfortunately, too frequently he has to go to a book store to find these books. A most logical alternative source should be his building material retailer. And trade surveys show that 76% of consumers would prefer to have this information obtainable from their building material dealer.

Building material retailers can obtain these kind of books from several sources. Of these, National Plan Service, Inc. is the nation s largest publisher and distributor of home improvement, how-to and new home books to the retail building material market.

George Messner, president of National Plan Service, says that more and more dealers are recognizing the consumer's thirst for this kind of information and are experiencing the merchandising value of having books available in-store instead of forcing their customers to seek them out elsewhere.

He adds that not only are consumers wanting and seeking the help and guidance these books provide but they're more than willing to pay for it and that if you question this statement just visit your local book store and see the scores of how-to and home improvement books being sold at prices up to $ 1 7.95.

Story at a Glance

How-to books are a natural for a retailer to sell to his customers. besides profit, the books can increase sales of materials, save sales-persons time and identify a dealer as a source of valuable information the customer needs and wants to know.

In-store availability of books is not just a space consuming service to your customers. It's good business. There are two-way profits in books. The first profit (generally 4Vo) is in the initial sale of books. The second is in the additional sales of materials and tools they'll generate.

Almost every sale begins with an idea. Home improvement books provide these ideas and stimulate desire. Obviously, the more ideas you can provide a customer the more chances for creating a new sale for more of your materials, tools, etc.

How-to books are equally effective in generating additional sales. Almost everyone has a fear of trying to do

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OR THE retailer, the growing home remodeling phenomenon can be the road to continuing volume growth if his home improvement merchandising programs are on target.

For many retailers, the national "Home Improvement Time" promotion can be an important cornerstone in these merchandising activities. Organized 13 years ago by a group of building products manufacturers, trade associations, consumer, shelter and trade press, "HIT" is an industrywide effort that offers a complete selection of merchandising tools to help the dealer and contractor.

"HIT" is a year-around program that places emphasis during spring and fall key buying months. Making it part of your merchandising program can help make the most out of the boom in home improvement and energy conservation consumer spending.

The program is unique among building products promotions. The trade press support and consumer publication editorial coverage of the promotion alone can be translated into millions of dollars of valuable exposure and motivation.

The home improvement promotion is also backed by two drfferent 24page tabloid newspaper publicity supplements to develop special promotion issues using the "HIT" themes. They are distributed to over 10,000 newspapers coast to coast.

Naturally, every retailer has his own promotional plans and ideas. Yet, the strength of "HIT" makes it one promotional vehicle that should not be missed.

Following are some of the promotion elements available.

! A 4-color, l6-page brochure full of remodeling and energy saving ideas for your customers. Space is available for imprint identification on the front and back cover.

O A selection of sales promotion aids and literature from the major product sponsors of the promotion.

O An opportunity to tie-in with the promotion through a wide range of point-of-sale materials, including posters, banners, bumper stickers, streamers and pennants.

I A selection of consumer oriented c<-rlor motion picture films that illustrate do-it-yourself home improvement techniques for use in conducting consumer clinics and point of sale selling. They are cartridged for MPO Videotronic or Fairchild. $40 for each film is cost and includes a promotion kit to promote your visual selling center.

Story at a Glance

Dealers can use the proven HIT (Home lmprovement Time) program to increase their share of d-i-y and remodeling business HIT is an industry-sponsored program.

To organize your "HIT" tie in, select the items you can use and write for more information to James Stewart, administrator Home Improvement Time

P.O. Box 102

Carnegie, Pa. l5l06 or phone (412) 923-1560

Contact your distributors for those products whose producers sponsor HIT. Ask for their free literature and other promotional materials. Plan your store-wide promotional program, based on the *HIT" themes. ''It's Home Improvement Time Inside . Outside . . All Around the House" and "Energy Management Is A Family Affair Improve Your Home."

Pull your sales staff together, explain the "HIT" promotion and the strength of its consumer publi city support during Spring-Summer and Fall-Winter.

A retailer's success with the *HIT" promotion will depend on making the themes visible and an important part of a total merchandising program. The themes should be incorporated into print and broadcast advertising and consistently used at the point-of-sale.

Special newspaper sections or supplements are the focal point for a Community Wide Program using the "Home Improvement Time" or "Energy Management" themes. Send to "HIT" for a detailed file including every step and materials to organize your Community Program. Take the file to your utility, financial institution and newspaper.