May ls Home lmprovement Month

factory-installed weatherstrip are nailed to the frame and you caulk the threshold. The final step is to replace the interior trim."

"The job usuallytakes aboutthree hours," Joe concludes. "Do you have any questions?"

"What about painting it?" asks the customer.

"Good question. The door is prime painted by the manufacturer, so you can paint it any color you choose."

"Well," the customer concludes, "You explained it so well. I think I'll just go home and measure the door. Be back in a while."

As the customer leaves, full of enthusiasm and confidence, Joe moves on to another customer eyeing a wooddoor displayand another jobof selling. He is equipped to explain the installation procedures for wood doors as well as he did the steps for installing an insulated steel entryway.

Fan market headed for the top

lll/ITH SALES of ceiling fans

UU predicted at $800 million for 1982 and an industry advertising budget pegged atS22 million for the same period, the aggressive dealer is making sure thathis ceiling fan department is ready for action.

Heavy product turnover normally comes between March and July although by promoting the energysavings advantages of ceiling fans in cooling and heating residential and industrial spaces, it is possibleto even out the sales peaks and valleys.

A ceiling fan can save energy costs in both winter and summer if it has a motor reversing switch. In summer, the blades supplement and circulate air-conditioning witha downward air movement providing a cooling, direct breeze. In winter, a reversed indirect air flow recirculates warm air trapped at the ceiling, spreading it downward to help keep the entire room warm. As a result, thermostats can be set higher in summer (80 ") and lower in winter (66') to cut utility costs.

A marketing study by Dr. Robert Olsen, director of research at the Professional Marketing Group, Los Angeles, Ca., predicts a slowing growth r4te in annual fan sales to tio/o a year during the next three years. He expects sales to peak in 1984 with $l billion for that calendar year.

Although Texas, Louisiana and Florida rank as the three strongest markets at present, some wholesalers and manufacturers believe that a great untapped market exists country wide. Two key factors in the sales resurgence of ceiling fans, which were invented in 1881, are nostalgia and energy efficiency, according to the report.

"There's no doubt in our minds that the ceiling fan revival is permanent," says Roland Adams, president of Nichols-Kusan, Inc., a subsidiary of Bethlehem Steel Corp. in Jacksonville, Tx. "In addition to their decorative appeal, ceiling fans are very practical energy-saving appliances that assure a continuing and growing market for many years to come." He predicts that sales will escalate to over l0 million units by 1985.

Marvin Alperin, president of the Fan Company of America, Los Angeles, Ca., expects " l982will be a turning point for the entire fan industry. Only those manufacturers who are willing to increase advertising and sales efforts on a large scale

Story at a Glance

$22 million advertlslng budget supports ceiling fan sales prediclions Southern market strong othor areas undeveloped, wideopen for retailer.

and convey to the public the year 'round energy saving advantages of the products, will survive."

The more than 40 manufacturers of fans in the United States are colliding with competition from foreign imports. These less expensive products are accounting for about 5090 of the annual unit sales, but their dollar volume is less than 3090, according.to Dr. Olsen, because most of the available models retail for about 30090 less than domestic competitors.

Price is not everything, Alperin stresses in talking about sales. "Quality, too, will be an important merchandising emphasis, since cheaply constructed foreign imports witha life expectancy far below superior American renditions have gained serious sales momentum."

To help retailers reach this strong potential sales target, most fan manufacturers are emphasizing heavy advertising and spending promotion dollars. National consumer advertising is strongly supported by dealer aids such as four color catalogs stressing the economy and energy efficiency of fans as well as their decorative applications in beautiful settings.

Merchants can count on promotional and advertising co-op packages from most fan manufacturers. Four color graphics in packaging and point of salemessages tell the customer about energy sav(Please turn to page 29)