Or A&P?

(G) When To Advertise?

I Biggest expenditure occurs March - Sept.

2. Don't overlook inside fix-up products in cooler months.

(H) What Makes An Effective Ad?

l. Ask two questions of an ad, (says an expert): a. Does my ad include the customer benefits? b. Does my ad give a reason for buying at my store?

2. "Red" and "Blue" point copy theory: a. Blue points what product is . . . or what it has, how it works. . .etc.

b. Red Points .. relates those product features to how it affects the buyer what it will do for me, family, business, etc. Refers to people, not products.

3. Ad layout: "A.I.D.A." formula.

A-Attention-Any successful ad must catch your eye or ear.

I-Interest-Develop elements that oertain to me.

7. Can be mailed out or inserted with newspaper.

(L) Successful In-Store Merchandising & Promotion Include: l. Product displays: stocked, clean, orderly.

2. Point of purchase aids: signs, banners, price cards, literature.

3. Adequate stock of advertised merchandise before the sale.

4. Informed sales personnel: do they know what's going on?

5. Follow thru on leads: this is what it's all about.

(M) Product Knowledge - Necessary Part Of Profitable Promotion

1. Lack of product information is the retailers most deadlv sin. Product knowledge = selling info = dealer sales, l. Studies show newspaper receives over 50% oftotal budget. l. Products that people need and want.

2. This can be solved by asking your suppliers and manufacturers for effective and wellplanned product meetings.

2. General rule of thumb is 2% of gross sales, mass merchandisers go as high as 5%.

3. New stores will go higher until they are established.

(E) Where To Spend Your Advertising Budget?

2. To a lesser extent radio, TV, circulars, signs etc.

3. Media determination is different in each area. Find what does the best job, i.e., most return for dollars spent.

(F) What To Advertise?

2. Products that people can install or apply themselves.

3. Products that you the dealer can make a profit on. They shouldn't always be materials that you want to sell. If they don't fit our prospect, they won't move.

Story at a Glance

What to do if you get named advertising and promotion manager. .Definitions, targets, spending, planning ad effectiveness, co-op advertisi n g . various promotions, sources of assistance.

D-Desire-Create a need on the spot.

A-Action-What do you want done: come to the store. mail a card, pick up the phone?

(I) lVhat About Co-Op Advertising?

l. Used properly it is a blessing to the retailer.

2. Allows dealer more advertising muscle, use of prol'essional ads and total pro$ams.

3. Manufacturers and suppliers depend on it for sales at the local level; it means inventory turnover.

(J) Store "Promotions" Can Include Everything l. Truckload sales create attention, develop impact.

2. Week-end and tabloid salesschedule on a regular basis.

3. Trade fairs - wide exposure to ready market.

4. Dealer home shows - consider your own product show.

5. D-I-Y movies - make application training easier.

6. Store demos - "show how" right in your store.

(K) What A Tailored Tabloid Pro motion Can Do For Your Store l. Bring in new customers.

2. Improve merchandising techniques.

3. Create greater profits.

4. Personalize your store.

5. Allow you to feature products you stock.

6. Celebrate special events (birthday, anniversary, inventory sale, etc.)

(N) Does Your Store Pass The "Eye" Test?

How does it look to your customers' eyes? Parking, lighting, condition of displays, etc.

(O) Where To Get Advertising And Promotion Help

1. Trade association learning resources library.

2. Special seminars sponsored by manufacturers and suppliers.

3. Trade & consumer advertising by supplien.

4. Associations such as Home Improvement Council.

5. Local newspaper and radio reps.

6. If you have a "big" problem, consult an advertising agency.

7. Consider suppliers for help.

So, Mr. Advertising and Promotion Manager, you will find that your involvement with retail advertising is exciting and can be profitable. You were made aware that now is the time to advertise and promote because the time is ripe people are ready to remodel and fix-up. Something I hope you remember is the need to program your advertising, to have an adequate budget and make a fair analysis of media; be consistant with your advertising.

Ad copy and layout should appeal to the consumer: "what will it do for me?" Co-op advertising can be a blessing if used correctly. Your store has to be a "show case", your sales people informed. Make use of all the available selling aids to carry the product and purchaser to a happy marriage.

Good luck. We know vou'll succeed.

JJ OMEOWNER steps to reduce I I energy consumption in heating and cooling today provide lumber and building material dealers with a strong opportunity to sell wood windows with insulating glass.

Equal to consumer demand for attic insulation, dealers report increased sales of wood windows due to homeowner interest in the insulating characteristics of wood sash construction, snug, weathertight design and the heat-saving benefits of double pane insulating glass.

Increased sales of energy wood windows for both new home construction and remodeling projects has led dealers to examine their millwork displays and to re-focus their window sales promotions to emphasize the energy-saving features.

Story at a Glance

What dealers can do to spur sales of energy conserving wood windows either as a new construction or a remodeling item, wood windows have strong sales features over metal windows.