Wood mouldings offer high profits

a982IS a year retailers would be I wise to actively merchandise wood mouldings.

Why? Because wood mouldings are one of the highest profit items in a store, or at least should be. And, because the do-it-yourself market is now the largest user of wood mouldings. So states Neal Heflin, director of marketing for the Wood Moulding and Millwork Producers (WMMP), the trade association that represents the domestic manufacturers of unfinished softwood moulding and millwork.

"For years," Heflin says, "the wocld moulding industry, like most other forest products industries, promoted its product primarily to the building trade because the majority of its production was sold for use in new construction. However, all that has changed in recent years.

"Today," he continues, "more and more homeowners are realizing that decorating with wood moulding is one of the least expensive ways they can change the 'look' of their homes. As a result, the d-i-y market is now the largest user of wood mouldings. And, this trend is likely to continue even after the return of the home building industry."

According to Heflin, WMMP is so convinced of this trend, it is concentrating its 1982 industry-wide promotional efforts almost entirely on the consumer.

As part of its program, WMMP has developed a library of literature pieces aimed directly at the do-ityourselfer. Included in the library are a number of new "how-to" pieces that deal specifically with the correct use and installation of wood mouldings. "These basic consumereducation pieces are excellent pointof-purchase aids that should be in every retail establishment that car-

ries wood mouldings," Heflin states.

To help sell more wood moulding, WMMP has also developed several "idea" pieces that can guide consumers to projects they wouldn't ordinarily associate with wood

Story at a Glance

Wood mouldings offer high profits . . big do-it-yourself market . . . education ol consumer helps to sell more . literature available.

mouldings. This literature ranges from a l6-page brochure on making picture frames to a 128-page book describing 500 different do-ityourself wood moulding projects.

However, literature is not the only merchandising aid WMMP is producing to help boost moulding sales to the consumer. Heflin points out, for example, that the association is also offering a number of audio-visual programs, the most popular of which is titled "How to Work with Wood Mouldings." Geared to the do-it-yourselfer, this l0-minute presentation explains the basic types of mouldings, their uses, and their installation.

In addition, new for 1982 is a doit-yourself kit for retailers which enables them to prepare their own professional looking wall chart illustrating only those wood moulding profiles they stock. The kit contains all the elements needed to prepare ready-for-camera artwork for a printer.

Heflin also notes that WMMP is currently test marketing a freestanding literature display rack filled with point-of-purchase material about moulding. The purpose of the test is to determine if these displays, properly placed and maintained, can help generate additional sales of wood mouldings, especially in retail outlets where sales help is limited.

"By providing literature, audiovisuals, wall chart kits, and, possibly, literature display racks, WMMP hopes to equip retailers with the tools necessary to do a better in-store job of merchandising unfinished wood mouldings both in the coming year and in many years .to come," Heflin concludes.

Additional information on any of the moulding merchandising aids mentioned above may be obtained by writing to: Wood Moulding and Millwork Producers, P.O. Box 25278, Portland, Or. 97225.

Literature Helps Sales

Consumers find d-i-y literature helpful and an incentive for purchasing materials, according to a recent survey conducted by the Wood Moulding & Millwork Producers, Portland, Or.

For the past six months questionnaires on pre-addressed, pre-paid post cards were included in most of the materials sent out to the 5000plus requests WMMP receives each month for literature. According to Bernard J. Tomasko, executive v.p., the random sampling covered all states in the continental United States.

Responses to the questions proved conclusively, he feels, that the literature developed by the association helps sell more wood mouldings. They also received constructive comments which will be taken into consideration when reprinting or developing new brochures.

(l) Have you ever purchased wood mouldings before? Yes: 74t/o

No: 2690

(2) Have you personally worked with wood mouldings before?

Yes:72V0 No: 2890 l49o For both a do-it-yourself and professional project.

(3) What is your intent in purchasing this literature?

6890 To get help for a do-ityourself job.

29v/o To get ideas for a professionally done project.

3s/o For reference material.

Are you going to purchase mouldings as a result of your brochure purchase?

Yes:9090 No:590

No Answer: 590

(5)

Where have you or where will you purchase your mouldings? 5290 Lumber Yard

(6) How many feetof mouldings will or did you purchase?

(7) How many profiles will or did you purchase?

69s/o A minimum of one profile to a maximum of eight with two to four the most common.

3l9o Not decided on an amount.

(8) Did you find the literature which you ordered to be helpful?

Yes:9690 No: 290

No Answer: 290