THE 5 DEADTY SINS OT HOME CENTER ADVERTISING

. WaIt tilI the newspaper rep ls at your shop for thls week's ad before chooslng the aduertlsed ltems.

. AIIow the newspaper to dlctate gour aduertlslng lootrc.

. Allow coop funds to explre ... unspent, or worse, to adoertlse the products and neglect to apply for relmbursemenL o Contlnue to place perlodlc adoertlslng wlthout an annuallzed prograrrrNeglect to re-eualuate the avallable medla and tdenttfy gour markeL lf you must admlt to any one of the above advertlsing sins, you're wastlng your advertising dollars and thelr potential ... needlessly.

STAND TOE.TO.TOE WITTI TTIE CIANTS

The wise independent ls finding ways to offer his customers the same professionalism as the giant chains. He knows he must service the consumer of the l98o's with crisp clean store layouts, attentive trained store help, an adequate merchandise mix and an effective promotional plan. Even those dealers who are the only game in town recognize that they must promote wisely to secure their position in their own market or face the future invasion of the chains.

ADVERTISINC & SALES PROMOTION

Too often, the well meaning building material dealer can't find the time to think about his advertising program until the newspaper rep is standing in front of him "to pick up this week's ad." Then. the selection of merchandise is limited to on-hand stock in sufficient quantities to promote. Many times the sufficient quantities are on hand b€cause the items are losers. Wth this type of promotional merry-go-round the dealer is advertising a 52 week-ayear clearance sale of bad merchandise.

That's not what advertising is about.

To be effective To bring new customers and repeat customers To bring immediate traflic ... And to build penetration in the market as the place to shop for everything for the home ... advertising should contain a mix of timely wanted items, competitively priced.

Ads should be placed to present mix of merchandise from different departments and a mix of price points to assure "feet" traflic. Ads should reflect a retail store's personality and address themselves to a specific market segment!

Becin Nowi

Marketing S€wices, Inc., is an affillation of professionals specializing in marketing services. Developing annuallzed advertlsing and sales promotion programs for retail stores is one of our key services. Many times our sellce fees equal only a small percentage of the coop dollars we're able to recover.

TOCETTIER WE WALK THESE STEPS l. Establish advertising goals

2. ldentify the market area

3. Research & evaluate the available media

4. Development of individualized advertising format

5. Determine a viable budget

6. Balance the budget with coopera' tive funds

7. Detail an annualized promotion program

8. Coordinate the vendorS sales Program

9. lntegrate the newspaper's production capabilities lO. Segment the program by Product category

11. Allocate advertising space and product candidates by month, bY week

12. Systematize the creation of each ad

15. Set up a cooperative advertising fund administration system

14. 15. 16.

Prepare the weekly ads

Develop an advertising success yardstick

Manualize the program

YOU CAN MAKE TTIINCS TIAPPEN

Your professionally merchandised, pro' fessionally designed, professionally written and professionally illustrated advertising program will bring you results in many more ways than just the ringing of your cash registers. You'll see new faces! You'll see greater repeat customers. You'll witness a new person' ality in your sales staff

Do it now! Contact Bill Fishman at

BOISE CASCADE'S RETAIL GROWTH

(Continued from page l3) technique, employee relations, accounting, and general orientation to the division and corporation.

When he returns to home base, an employee is given increased responsibility depending upon opportunities and potential. His training continues and eventually those with a knack for management will move in that direction. Performance and development on the job produce management tendencies, according to Harrington, which the corporation then utilizes.

Boise Cascade's emphasis on the retail business and wooing of the home improvement market is paying off. So far in 1980, consumer sales in retail units arc 6Vo over budget with some of the units exceeding budget by 12 to l4Vo.

McCown sums up the division by explaining, "Cultivating good people, fine tuning otu organization from all standpoints and staying ahead of trends better than the competition is our game plan for the future. " By accomplishing this, BMD will remain a star performer for Boise Cascade.

Arizona Retailer

(Continued from page 30) who are doing their own home provement projects.

im-

A community oriented organization, the company sponsors girl's softball and soccer, and men's bowling teams. Virginia is a member of the Glendale Library board of directors.

She is married to Charles "Charlie" Smith. lieutenant on the Glendale police force where he has served for the past l7 years. They have two children, son, Elliott, 20, a student at Arizona State University, and daughter, Michelle , 17 , a senior at Glendale High School.

The Pause That Pays

When telephoning a slow pay, identify your company and the purpose of the call. to ask about their overdue account. Then, pause and say nothing more regardless of the length of silence.

You'll find it won't take long for most debtors to react with an apology and promises to pay soon. That is your cue to insist upon a definite date in the very near future for receiving the payment.

What's New In Railings?

Two brochures detailing installations, how-to, architectural details and specifications for pre-finished, pre-assembled, standardized Droz Allwood Railings are free from California Builders Supply Co..of Sacramento, P.O. Box 13457, Sacramento, Ca. 95813.

Life in the Round

Geodesic living in a dome home is portayed in a 4-color booklet available free from Cathedralite Domes. S_uite 302, 820 Bay Ave., Capitola, Ca. 95010.

Moulding Styles

An illustrated catalog of architectural mouldings is free from Architectural Moulding, 1673 B Placentia Ave., Costa Mesa, Ca. 92627.

Always in Hot Water

Hot lVater From the Sun is available from the Government Printine Office, Washington, DC 2M02, fol $4.75; refer to GPO Stock No. 023000-00620- 1.

Top Brass

Brass decorative hardware catalog in color is free from Valli & Colombo (U.S.A.) Inc., 1540 Highland Ave., Duarte, Ca. 91010.

Search Guide

T\e Thesaurus of Forest products

Terms is available for $30, plus l0Vo of the total order for postage and handling from Forest Pr^oduc6 Research Society, 2801 Marshall Ct., Madison. wi. 5370s.

Good Warehouse Procedure

They're Counting on You, a 2lmin. presentation of the l0 basic rules for truck loading, a poster, and booklets published Ui tni National Safety Council on hbw to lift and carry are $30, plus shipping, from

James C. Stanley, director of education, National Building Material Distributors Assn.,55 E. Monroe St.. Chicago, n. 60603.

Glulam Data

Glulam Systems, a 40-p. book of technical data and color photographs is free from American Institute of Timber Construction, 333 W. Harnpden Ave., Englewood, Co. 80110. -

Free Reader Service

For more information on New Products and New Literature, write fDe Merchant Magazine, 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660 Please mention issue date and page number so we can process your request faster! Many thanks!

Specs & Add-ons

Specifications and accessories guide for kitchen cabinets, vanities and modular wall units is free from Haas Cabinet Co., 625 W. Utica St., Sellersburg, ln. 47 172.

Energy Alternatives

The Mother Earth News Guide to Home Energy, a 176-p., $3.95 paperback manual, is available from The Mother Earth News, P.O. Box 70, Hendersonville, N.C. 28791.

Shades of the Past

Re-issue light standards and park benches are detailed in free brochure from Thomas M. Niland Co.. 1309 Montana Ave., El Paso, Tx. 79W2.

Clean Bill of Health

How to Inspect the Older House, is $l from the Cornell Disnibution Center, 7 Research Park, Ithaca, N.Y. 14850.

700 Plumbing Products

A 76-p., full-color plumbing catalog is free from Plumb Shop, 13720 S. Western Ave., Gardeha, Ca. n249.

Hatchet List

A 4-p. brochure of hammers, hatchets and axes, SS580, is free from Vaughan & Bushnell Mfg. Co., 11414 Maple Ave., Hebron, n. 60034.

Replacement Door Brochure hdustrial Coating

Replacement door brochure, fi104 is free from Therma-Tru Sales Com.. 4747 Holland Sylvania Rd., Sylvania, oh. 43s60.

Industial polyurethane enamel brochwe, publication 7805, is free from Rust-Oleum Corp., 11 Hawthorn Parkway, Vernon Hill, Il. 60061.

Acorn Nut Catalog

Catalog of acorn nuts is free from Rensen Products, 6307 E. 18 Mile Rd., Sterling Heights, Mi. 48078.

DoorforR&R

Brochure picturing 15 Benchmark remodeling door styles is free from General Products Co., Inc., P.O. Box 887, Fredericksburg, Y a. 22401.

Take the Cure

Reinforced concrete curing paper literature is free from Glas-Kraft, Inc., Dept. P, Slatersville, R.I. 02876.

Remodeling lnfo

Don't Move . Improve, a24-p. consumer brochure. is free from Alcoa Building Products, Inc., Suite 1200, Two Alegheny ienter, Pittsburgh, Pa. 15212.

NORTHERN CA. lumber wholesaler needs experienced wholesale salesman for direct T&T and carload sales to retail and industrial accounts in So. Ca. All replies confidential. Write Box 381, c/o The Merchant Magazine.

Wanted

WELL FINANCED So. Ca. wholesaler wants experienced lumber trader. Must be motivated. Must have a So. Ca. following. All replies in strict confidence. Write Box 3'l'l clo The Merchant Magazine.

PLYWOOD salesman for well established importing and distributing firm. Experienced, aggressive with good following. Salary and cbmmission plus fringe benefits. Call (213) 879-1250 for appointment

INDUSTRIAL LUMBER salesman needed. Call or see W.M. Hunter. Hunter Woodworks, 1235 E. 223 St., Carson, Ca. 90'145 Q13) 775-2544.

LUMBf,R SALES: Immediate opportunity in Sacramento. Ca.. area in wholesale lumber sales distribution and remanufacturing. Distribution experience and/or lumber trader experience necessary. Excellent compensation and benefits available. Write Box 380, c/o The Merchant Magazine.

MANAGER needed for full service lumber and building material retail yard in Greater Los Angeles, Ca., area. Need experienced person able to handle own purchasing, accts. receivable, hiring, firing, act as own profit center. Medical and dental program and other fringe benefits. Send resume. All replies will be kept in total confidence. Write Box 375 c/o The Merchant Magazine.

LUMBER SALESMAN needed by established San Fracisco, Ca., yard. Inside and outside sales work with millwork, industrial and contractor accounts. Salary commensurate with experience. Ricci & Kruse Lumber, Hawes & Armstrong Sts., San Francisco, Ca.,94124. {1.l5) 822-6790, Attn: Mr. Ricci.

EXPERIENCED knife grinder. Custonr nrilling. Pernranent.job. Contact: Joe (213) 324-455t.

RETIRED lumbermen, tired of being retired? Your old contacts can help both of us. Growing company looking for retired lumbermen to work commission sales in San Gabriel Valley and East Los Angeles, Ca., areas on commercial and contractor sales. Call Joe at (213) 222-7101.

CAN YOU buy and sell lumber in full load quantities? Would you like to be in business for yourself? Call (209) 233-2674 or (209) 642-35'15 evenings.

MANAGER wanled for large retail lumber company in San Francisco, Ca. area. Excellent salary. Send resume to: Box 364, c/o The Merchant Magazine.

EXPERIENCED pallet salesman. Ask for Carl Boesch, Hunter Woodworks, (213) 'l'75-2544.

600 a word, min. 25 words (25 words : $15). Phone number counts as one word. Address counts as six words. Headlines and centered copy ea. line; $4. Box numbers and special borders: $4 ea. Col. inch rate: $30. Names of advertisers using a box number cannot be released. Address all replies to box number shown in ad in care ofThe Merchant Magazine, 4500 Campus Dr., Suite 480, Newport Beach' Ca. 92660' Make checks payable to The Merchant Magazine. Mail copy to above address or call (714) 549-8393. Deadline for copy is the 22nd of the month. PAYMENT MUST ACCOMPANY COPY.

EXCELLENT OPPORTUNITY for WELL

ESTABLISHED

Wholesale Sales Manager

FREMONT FOREST PRODUCTS is looking now for an experienced Industrial Sales Manager. Must know pine and other dry white species and have a successful record of managing a sales team. New dockside distribution yard at Port of Long Beach with dry sheds and milling facilities will be ready next April. Excellent salary, bonus, profit sharing, plus other high quality frinse benefits. Send resume to P.O. Box 412q. whittier. CA, 90607, attention Pete Speek. All responses will be kept in strictest confidence.

BOOKKEEPER, experienced full charge for lumber companyr No. Ca. Send resume to Box 379, c/o The Merchant Magazine.

Be o port of o wesfern lumberfrodifion...

The NIKKEI CORPOMTION is looking for o few select lumber troders

This is on opportunity to joln one of the west coost's leoding monufocturers ond distributors of softwood lumber ond building moteriols. Uncommon employee benefits. Solories to motch your obility.

Coll or write in confidence:

Bob Nikkel

THE NIKKEL CORPOMTION

P.O. Box 254769 5ocromento, CA 95625 (916) 488-6170

WELL ESTABLISHED independent distributor of softwoods is seeking experienced traders and outside sales personnel. Must be aggressive and have a good following. Excellent salary and fringe benefits. Must have knowledge of retail type sales. Contact Jeff Barnes. Kelleher Lumber Co., at (415) 4548861 or send resume to P.O. Box 3433, San Rafael, Ca. 94902. All responses will be kept in strictest confidence.

EXPERIENCED industrial lunrber salesman needed. Call or see Sierra Madre Luntber Sales. 1344 East Grand Ave., Ponrona, Ca. 91767. 0l4l 623-6617. (J14) 623-1244.

ESTABLISHED LUMBER CO. & HOME IMPROVEMENT CENTER

BIG BEAR LAK[,, CA.

CALIFORNIA'S growing mountain resort. Choice business opportunity. Approximately 3 million gross annual sales with room to grow. Potential unlimited. 1% million dollars includes real estate in ideal location. O.W.C. Owner-broker, Box 867, Big Bear, Ca. 92315. (714) 866-3301.

SAVE YOURSELF MONEY

HALF PRICE OFFER for 10 or more subscriptions to The Merchant Magazine, when paid in advance. You and your employees can enjoY and benefit from The Merchant Magazine for one year for only $3 per subscription. That's a 500/n saving over our standard $6 per year rate, which is a real bargain in itself.

Use this special bulk rate subscription to make sure that the key people in your organization are assured of keeping up with industry developments as well as gleaning the merchandising and management information they need to do a better iob.

LOCAL LUMBER hauling Southern California roller bed truck and trailers and bobtails radio dispatched. Rail car unloading at 9gf qpu in Long Beach. 3C Trucking (213) 422-0426

INVENTORY: experienced ex-dealer will arrange, price, count, calculate Oct., Dec., Jan., inventories. Central Ca. only. Riedle. Box 505. Los Banos, Ca.. 93635 OOgl gZO4290.

Twisted And Weathered

Douglas Fir S4S and rough, 3x4 and wider and 4x4 and wider. Call Wm. Hunter, Hunter Woodworks. (213) 77 5-2544', (21 3 ) 83 5-5671.

BURROUGHS Computer Accountinc

System, programmed for door distributorl

One L-4 Accounting Computer, One L-7 disc control unit, One L-7 accounting computer, two each tape readers, two each tape punches, one circular compartmentaliz6d 10,000 capacity card file holder, and blank product cards. Call for further information: Bel-Air Door Co. (213) 283-3731 or (213) 5'16-2545. Service contract included. Best offer considered.

FM 1979 Astro 95 Royal Classic GMC tractor & flat bed trailers. sleeper cabs. Loaded with extras. Low mileage.'Call Bob or Ted (714) 783-0021.