PecrFtc FoREsT PnoDucrs, lNc.

\THOLESALE LUMBER

Douglas Fir - Redwood - Ponderosa and Sugat Pine

Ooklond, Colif. 6th

Triftnookr &986&7 leletype OA 216

Pacific Electlic Bldg. & Main Slreets, los Angeles 14 fUcker 1232-1233

Bronch Ofice qnd Yqrd

Gqlifornia Ave. ot So. 4rh 5f. Fresno, Colif.

Phone t|-.5234

Buying Offices: Eureko, Colifornio; Eugene, snd Grqnts Poss, Oregon

Hardwood Doors

To Architecl's Specificotions

Flush Doors

X-Roy Leod lined Doors

Grounded Doors

Stondord Ponel Doors

Audirorium Doors

Riverbonk Sound Insulqfing Doors

Custom Monufoctured By

TIARDWOOD PRODUCTS CORPORATIOil

NEENAH WIgCONSIN

Represented in Southern Colifornio

By JOHN EETLS

EXCELLENT SOURCES OF SUPPLY!

Ponderoso Pine

Pine Mouldings

Sugor Pine

Douglos Fir White Fir

Studs lncense Cedor

Speciolizing in Direcl Mill Shipmenls

Vio Rqil - Truck & Troiler

MIDDLETON & BEIRNE LUMBER CO.

Wholesale Lumber Distribufion

Lyle lt Brewsler

Monoge: Southern Coliforniq Solas Oftce

127 Eoxl Dyer Rocd, Sonlo Ano, Colifornio

Phonc: Klmberly 24717

TWX Sqnto Ano 7135

Generol Ofices fhomos "Tom" Rollinson

1024 Tehomo Strcet, l/lcncacr p. O. Box 734 Bcy Areo Sqlcr Oftce

Reddinq, Californio l2O4 Burlingome Avc. Burlingamc, Californio

Phone: 2940 phonei Dlomond 3-g1g7

TWX nG 49 fWX San Motoo 33

ROY FOREST PRODUCTS CO.

LUMBER \THOLESALE ONLY

6310 VAN NUYS BLVD., VAN NUYS, CALIF., STate 5-1141 TELETYPE VN ZSEO Slate 0-601r

Specializing in Truck and Trailer Shipments From Oregon and Nortfiern California

How To Spreod the News for More Soles!

(Continued from Page 46)

Follow Through for Sales

The mere mailing of a direct mail piece isn't enough. The dealer and his salesman must follow through to capitalize on the interest created by the mailing. Here's how: lf the prospect calls for more information, the dealer can send a salesman out as soon as possible, complete with samples, literature, cost facts and financing. If he hasn't a salesman to send, phone the information ancl invite the prospect to come in.

Say the mailing was an attention-getting folder on making a playroom out of a gloomy, dark basement. 'fhe prospect gets interested and stops by. Now it's up to the dealer. His sales force should be well informed as to the mailing program, so they can do a selling job on prospects. He should show the prospect pictures in manufacturers' literature, take him into the idea room-or the dealer's room where interior finish materials are shown in use; show actual samples of products and tell the prospect how easy they are to apply.

If the sale isn't made after the first interview-follow up later !

In other words, direct mail advertising will help you get more prospects in the shortest possible time-but landing them is up to the dealer.

The Maili.ng List

Planning a dealer direct mail program hinges on the mailing list available. Perhaps the dealer has logical areas and lists for specific mailing pieces. For example: In an area where homes were largely constructed without a garage, send out a garage "do-it-yourself" folder. As long as the dealer is on the right target, he can hit with a'specific mailing.

For a general list, such as dealer customer list or regular mailing list, he can send out a general mailing piece-one that covers a variety of "do-it-yourself" subjects. Offer the benefits of increased living space, then offer the specific help. A dealer can tell the reader he can get the specific help free, just by asking for it.

A good axiom to remember in direct mail advertising is: "Don't waste your money on shotgun coverage-use a rifle instead." The success of a dealer direct mail program is based on obtaining qualified leads at a low cost. This, in turn, depends upon the quality of the mailing list.

D-M Help Is Available

Many manufacturers offer dealer direct mail help-folders,

Locqle new prospecls

booklets, literature, envelope stuffers and other sales promotional pieces. Insulite, for example, offers a comprehensive "do-it-yourself" direct mail program. This dealer service was a part of the overall direct mail advertising progratr that won Insulite the Direct Advertising Association'5 "Best of Industry" award for 1953 (industrial building material classification ).

The Insulite dealer D-M Sales Plan, a portfolio chuck-full of colorful "do-it-yourself" folders, can be the backbone of a dealer's direct mail program. It contains material with specialized appeals-basement, attic, extra room and garage expansion-and a general folder that will create interest in home remodeling. Direct mail is a big and important advertising, medium that building materials dealers will not want to overlook when planning their advertising program. Wise use of direct mail can increase business !

Don't expect that one rnailing will do the job-use a planned series of mailings. Remember that repetition, in direct mail as in any other type of advertising is the necessary element for

Gridley Lumber Yqrd Sold

The Collins Pine Lumber Company, Chester, California, has purchased the Linn Lumber Company yard at Gridley, California. R. A. and Dyer Linn were the owners, and they recently improved the property by installing new offices and display fooms.

New Gong tnill

Glen Koennecke is constructing a Swedish gang sawmill near North Plains, Oregon, to cut from 75 to 100 thousand feet a day. It will be in operation by early spring