Moving out the moulding

/|\ T one time or another every Ahandyman yearns for the right tools to complete a job. The same needsapply toproduct sales. It's tough selling without the right marketing tools. And it's just as tough trying to sell a product foreign to your knowledge and experience.

That's what Western Wood Moulding and Millwork Producers discovered when the manufacturers' trade association investigated ways to stirnulate nationwide wood moulding sales. Even though a variety of sales tools were available, there was a wide product knowledge gap among the salesmen.

This led WWMMP to develop what may become the most important sales training and marketing toul ever developed for wood mouldings and jambs. It's called "From Tree to Tim, A Guide to llood Mouldings and Jambs".

It's 96 cleverly illustrated, hard working pages of-interesting, informative data written especially for mould-

Story at a Glance

Unique sales training and marketing tool for wood moulding and jambs can be invaluable guide not only for retailers and distributors, but customers as well.

ing and millwork salesmen. But it doesn't stop there. Most of the information can be used to give customers how-to information plus an array of ideas bound to open their minds to hundreds of creative moulding applications.

Five chapters offer materials available for the first time uhder one cover including moulding history, raw material, manufacturing techniques, profiles and uses, do-it-yourself details and selling pointers. Six appendices contain product standards, moulding and millwork terminologr and available point-

Selllng mouldlnos

RETI|I rERGllAXlllSlXS

Creative morchsndising is lhe koy to Incr€md moulding 8a16. Mouldings are a naturally attractive and versatil€ Droduct. gut never a$ums lhal your cuslomer, parlicularly the do-il-you6elfar, is famaliar wilh all tho uses or even that he knws you $ll the Product. To let a remodeling cWlomer leave your store withoul 8l le6t €lling his anoilion lo lhe n&essry moutdangs is lo lo9 profilablo long and shonlorm sl$.

A cudromer may mt bs aware ot your unfinllh€d w@d mouldlng lryenlory lt lt'! tuckod out of light In tht w!rehoule. Consistenlly high wood moulding sales depend upon a va.igty ol factoG. Foremost is a knowladg€abls salesman willing to suggsst the malerial and otle. pointsrs for usage and installalion. Couoled wilh etlective in-slors m€.chandising, external Product advertising and publicity, producl litoralure and tie-in $16 with olhgr products, the sl6 opPonunilies lor .wood mouldings are unlimiled.

WOOD MOULOING PROMOTION

PROGRAM

Ther€ are numerous avenues lor external producl promolions available lo building malerials relailers. These include lelevision, radio and newspaper adverlising, Producl literature dislribution, product publicity and, most importanlly, etfec' tiv€ in-slore merchandising.

Some relail outlets practice all of thes forms ol oromotion. But an ettective program can b€ imple nsnled with thr@ baric aftortE, nsw8papsr advsrliaing and Publicity, di@t mail lit€nture and in-doc tiFin.

NEWSPAPER ADVERTISING

Most building malgrials advertising is related lo a salg or special on certain items such as hardwood plw@d paneling. These 'loss leadere" are d€sign€d lo g€t People into the store where they Probably will upgrade their Purchase, buy auxiliary ilems and become potential repeat cuslomers. Advsrtisa Your rculdings, t@l They don't have to b€ otte6d al a sl€ Prica. Jual let th€ GadoF know you havs a 9@d asrtm€nl o, mouldlngs. Let them know they will n€ed mouldings with th€ir paneling insiallation. guild your imago as ths placs to tlnd 8nd buy w@d moulding8. Let the people ol your area know lhat you are ihe "wood mouldang center.

The torch.nt of-purchase literature plus working tools like reproducible clip art for advertising and catalog illustrations, a visual list of available moulding phote graphs and a working specifications form. a-STARTING wilh retail merchandising, last

Both prefinished and unfinished mouldings and jambs are discussed in general and in detail including step by step do-it-yourself installation instructions. Moulding shorts are highlighted with special merchandising ideas and projects ideal for short lengths.

In chapter two, an interesting approach shows both the normal, traditional uses for all basic profiles plus up to 20 other creative usqs for each pattern.

Chapter 5 concentrates on selling including retail merchandising, promotion, advertising and publicity, direct mail, tie-in sales and inventory control.

With each chapter color keyed to the table of contents and important phrases in the body copy set in bold type for quick scanning, the format isdesigned for easy reference and maximum retention in minimum reading time. Liberal use of cartoons to highlight important material and line detail illustrations pursue the principle that "a picture is worth a thousand words".

"The timing is ideal to exploit the wood moulding and jamb market, particularly within existing structures", says Warren Jimerson of WWMMP. "The current economics of new home building have changed wood moulding markets from a ratio of 60/40 new construction over remodeling and do-ityourself Io 4O% in new construction and 60% in older structures.

Ordered in quantities of l0 and under, the price is $3 per copy including postage or freight. Per copy price for copies I l-50 is $2.75 including postage, dropping to $2 per copy plus freight for copies 5l*200. Orders over 200 will be shipped at $ 1.75 per copy plus freight. The book may be personalized by imprinting on the back cover.

For an order blank or further information contact Western Wood Moulding and Millwork Producers, P. O. Box 25278,Portland, Or.97225 or call (503) 292-9288.

! chaoter ol "From Tree To lrlm" covers promotion, advertising, publicity, direct mail, tiein sales, displays and selling racks, inventory control and ideas to spark customer's imaginative use ol wood mouldings. Preceding chapters give salesmen all information needed to successfully implement these sales tools.