Allvantages Aduertising System

(Continued from page 16) hand out. The sources for hand-out literature are manufacturer's brochures and do-it-yourself guides. o Offer incentives to buy and let them know the prices of products uP front. Economy has a drawing to give away a coupon worth a discount from 2-l0o/o off, good for 30 days. One of the most successful promotions at a clinic was a truckload sale of windows. They offered 3090 off the manufacturers list price on orders placed within the month. They took 39 orders and made $56,000. a Involve the participants with questions and answers and offer hands-on learning where possible. At the floor tile clinic Economy had 100 people sitting at 12 tables laying sample boards with ceramic tile. At the kitchen remodeling clinic they had 50 people sitting at six tables with their own kitchen measurements laying out their kitchens. Sales people were on hand to offer individual help. o Have one or two of the sales staff attend to learn about products they are not familiar with. They also can help answer questions afterwards.

Economy's surveys show that more than half of the participants are drawn by newspaper ads, with the rest attracted by radio ads, in-store signs, and previous attendance.

Economy Lumber also is prepared for those who still do not feel confident after a clinic. They do not offer installation services, nor do they like to send business to one or two installers. Rather, they publish a list of contractors and a disclaimer saying that these contractors do not work for Economy and their work is not guaranteed, but they are recommended bY the sales staff and have excellent credit ratings with Economy.

The Stookesberrys think it is best to use in-store staff to teach, but that's not always possible. "There are plenty of factory representatives who are eager to do it, and if you can keeP them from mentioning products you don't carry, they do very well," Stookesberry adds.

Bob and Steve Stookesberry are brothers of Dave Stookesberry, president of the Mountain States Lumber and Building Materials Association. They operate the Denver store independently of the Economy Lumber in Greeley, Co.