Home crafts markets is volume booster

'i\[AX CALLA\\ {\. {)wnel u[ Modern -LVr Lumb'.r' Co. ut 22ll \. Niluin in Roswell, N.M., believes that if )'ou get enough small sales they will level out ,vour volume. Promotion oI crafts. through demonstrations in the store, pror.t'this to he the case.

Max explains how the promotion came about. "At first wt' wele selling moulding plaster. People camt' in to buy moulding plaster and hegan asking if they could get some of the moulds used in the oroct'ss. We started stockirrg thcm."

Iocation to serve as a craft house. It will be qs1'd strictly by customers interested in these crafts as a hobby."

Max points out people have more time, more mone):. and alc looking for a hobby. "When it comes to using moulds," notes this enterprising dealer" "they can tur.rl out a profe:sional job the first time they try them."

Promoting crafts has resulted in floor traffic being increased 20 percent. The trade alea has been increased 30 miles in

Six Steps Move Th E Product

store has become better known. norv that it has become a ct:ntcr {or celtain crafts. Modern Lumlrer is slanted to the do-it-

Story d] d Glonce

New Mexico lumber dealer increases traffic by 20"/", increases trade area by 30 miles, levels out volume with small crafts sales.

yourscl[er. Clafts alt'an outlet for this typc of person.

The owner's wife, Lt:e, explains: "These dt,mon.1.u,;or,r gct people gift minded. [-or example. during Christmas a customt'r camt' in to take part in a demonstration. She saw a life-timc electric coffet' makcr' and bought it {or a gi{t. When custom(.rs are interested in making items to servc as gifts tht-'y also select other things thev see in the store and use them as gifts."

Lee Callaway adds: "lt certainlt has surprised me to find so many people are anxious to ltave tlemonstrations put on lor them. A sororitv requested I put on a demonstration of craft-making. At the Postal Employtts Convention held in Roswell in May. the Ladies' Auriliary'had me givt: a demonstration. An Aztec calendar was demonstrated. step b,v ste p. When complt'tt'd it ruas ofiered as a door prize.

Several of the wom('n taking part in the demonstration rvaltt'd to make Azte<: cak-'ndars just like the one developed in the program.

One day a sale-.man told N[ar about resin grapes. He olTered to provide a {actory demonstration if spact: were made available. 'Ihe rear o{ the sales floor was cleared to make room for the special demonstration.

"We had as man)' as 52 ers at a time parked in the lot nert door." recalls Callaway. "They came just to set' the demonstration."

'fhe first demonstration was held in Ap. ril. 1967. Since then demonstrations were put on at the rate of one a week until tht' Christmas season rl'a-c reached. Mr. and Mrs. Callaway condut,ted thcse plograms.

"The results havt' been amazing." observes Max Callaway. "There is no end to what can be created with resins. for instance. We plan to add a building on this ladius. Repeat business for the craftminded has been noted, as well as sales in othel items. This includes volume in lumbel and hardwale catesories.

\tar puts it tlri. way': "Puying uttr.ntion to customers who make crafts and want to buy moulds and related items is a drawing attraction. [t gets people to come in the store. They see our hardware and lumber stock. This is what we had in mind in starting the demonstrations. They appeal to women t'ustomers and rve are after these shoppels."

The crafts promoted by Modern Lumber are not expensive. For example. a resin lamp costs $15. Store-wide, the volume has lieen built up I0 percent and is getting largel month by month.

The owner is especially pleased that the

A laree increase in sales of moulds is noted {ollowing each demonstration held in the store. A sizeable mail order business for moulds is norv being ra<rked up by Modern Lumber'.

Modern Lumbcr features moulds. resins, plasters, synthetic marble table tops. A hanging lamp with br-ight-cololed resin rectangles or squares is popular in the area. Clusters of grapes made of resin ale in demarrd b1 hobbrisls.

\[ar is proud of the many wall decorations. napkin holders. hanging lamps. ber'ry clusters. marble clock,*. candle sticks. and sun dials turned out in tlre stole. Outstanding is a collection of u:nterpieces in the form of giant crabs and lobsters made from moulds.

'fhe Callawals plan to erplore the potential of craft making as a sales builder' to the fullest. Thel are n'ell on theil way already.

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