Take-home instruction builds sales

HE LATEST development in doit-yourself customer training is a series of take-home. audio/visual instructional tapes designed to help homeowners carry out major home improvement projects. They will be available in home centers this summer.

H0mE IMPR0VEMENT and d-i-y iobs are demonstrated by Curt Burbick and Avian Rogers in a series ol education audio visual tapes. The Program, sponsored by a group of industrY comDanies, will be available to home centers this summer.

Put together by Do It Yourself, Inc., the progr:rm is sponsored by a group of industry leaders including the California Redwood Association, Olympic Lucite, Chamberlain, Schlage, EZ Paintr Corp., Skil Corp., 3M, CooperTools, Armstrong, DAP and E. A. Thompson's Water Seal.

Sparkplug and president of the corporation is Robert Roskind, founder of the Owner Builders Center, the d-i-y school which originated in Berkeley, Ca. An ex-contractor and author of two d-i-y books, he is dedicated to the d-i-y movement.

The training is based on a Video Learning Center set up in a home center, 26 video cassette tapes covering the top 35 d-i-y projects, a book for every tape and the availability of take-home portable VCRs.

Basically, the plan works like this. A customer is attracted to the Video Learning Center kiosk which offers a list of 26 cassettes, each assigned a number. The booth srgnage invites him to push the keyboard button numbered with the project of his choice. When he does so, he views a 30 to 60 second preview. Designed as a teaser, it stresses how easy the project can be and describes what can be learned from the complete tape.

The next step is for the customer to rent the project tape, buy the book, rent a portable tape deck, if neces-

Story at a Glance

New twist in d-i-y training... take-home video cassettes, equipment available for rcntal in manufacturer sponsored program...home centers can use it for personnel training... signing, advertising, custom options available.

sary, and head home for a viewing session.

Once home, he can show the film to his family, review it as often as he likes, and take any notes necessary.

In 30 to 4O minutes the tape fully explains the project step by step, lists necessary tools and materials, and briefs the viewer on safety considerations and mistakes to avoid. Theoretically when the d-i-yer returns the tape and tape deck to the store he buys the necessary materials and completes the project with the aid of the book which is his to keep.

Produced by Do It Yourself, Inc. in Minneapolis, Mn., the tapes star Curt Burbick, an architect, and Avian Rogers, a remodeling contractor, both experienced and enthusiastic doit-yourselfers who currently appear in PBS television's "The Do It Yourself Show." Entertaining as well as educational, the comprehensive tapes are filmed on location using real projects.

The learning center, the tapes and books can be customized for individual home centers as can the instore signing and advertising support material provided with the program. Coupons also can be incorporated into the presentation.

Another possible use of the program is training store personnel. Either the prepared tapes or tapes created especially for an individual store can be utilized. Tests and certificates of csmpletion for employees are available. Other uses include instore clinics and classroom instruction. Working from sales and marketing offices in Charlotte, N.C., Roskind is previewing the program to -home centers and signing up participants. HomeClub and Coast to Coast Stores were among the first to agree to take part.

Cost of the program to a home center is $6m initially with monthly

AJ:l?Jl"'il.*:",ff ;':-tri; homeowners have neither the time nor inclination to do their own repairs, maintenance and home improvement. Replacing a hot water tank or hanging a kitchen cabinet is a challenge they will not accept.

Yet, this non-handy person is often frustrated by the ordeal of trying to locate someone to do these jobs for him and irritated by the fact that when he does he will often have to pay more for the materials than the d-i-yer who is able to shop the home centers for the best price.

Many home centers and lumber dealers are beginning to realize that a new breed of customer is developing -the buy-it-yourselfer-and that they can capture his business by offering installation services.

Basically there are three ways to offer this extra service:

(l) recommend local contractors and craftsmen;

(2) have the store act as a general contractor, hiring subcontractors;

(3) employ one of the contract installation firms springing up around the country.

Recommending contractors or craftsmen can be risky unless they are screened carefully. One botched job or no show and an angry customer is