llorthern Callfornla essoclatlon learns

Whatb Rlght--eod

Whatb Wrong--Wth Customer-Dealer

Relatlons at hakland

Do-lt-lourself Show

In its continuing effort to bring the consumer and retail lumber merchant closer together, the Lumber Merchants Association of Northern California \,vas an exhibitor in the recent 10-day Do-It-Yourself Show held in Oakland, California, November 1l-21. Jack F. Pomeroy, the association's executive vice-president, says the paid adult attendance of over 100,000 certainly points up the importance of the doit-yourself market to the retail lumber dealer.

A dispiay of 52 domestic and foreign woods was featured in the association booth and free literature giving building ideas, suggestions and advice rvas distributed along with the LMANC's booklet, "So You're Going to Build," which aims at sholving the eventual consumer that to insure the quality and quantity of materials they pay for and for all around dependability and service, that their "best buy" is from their local dealer. Other literature distributed .r,vas donated by the West Coast Lumbermens Association, \\restern Pine Association, California Redrvood Association and Douglas Fir Plyrvood Association.

I'hil N{cCoy, president of the Western Pine Supply Company, who r.r'orked in close cooperation rvith the association, supplied a tabulation shou'ing that 4,653 people, not including cluplicates, representing 128 cities registered for the nrerchandise drarving in their booth. Only 37/o indicated knou'ing the name of a local retail lumber dealer. Discounting the metropolitan areas n'here apartment dwellers and transients lvould distort the picture, the statistics shorv that even in the rural and smaller areas only 46/o indicated knon'ing a lumberyard by name.

These figures rvere further 'borne out by Pomeroy's assistant, Don Wilson, u,ho manned the association booth. He rvas on hand to ans\\,er questions regarding construction materials, plans, etc., and in his conversations .rvith the public he u'as surprised to learn how many home owners dicl not knot' tl-re names of dealers in their areas.

More Aggressive Advertising Needed

This u'ould seem to indicate that in many areas a more aggressive advertising and public relations program by lumber dealers is in order.

\Vilson made other observations rvhich should be of interest to dealers lvho rvish to develop or improve their consunler sales. They are as follows :

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