Predicts Even Greclter Plywood Sclles

The Douglas Fir Plywood Association, whi,ch makes its home in Tacoma, Washington, has issued a special blast to the trade, reporting on its record-breaking performance in selling in the past year, and outlining definite plans for even greater things in 1954. W. E. Difford, the farseeing and hustling Managing Director signs the literature, which also contains in booklet form their sales promotion progfam.

Douglas Fir Plywood, says Mr. Difford, sold 8,500 carloads more plywood in 1953 than in 1952, an increase of 20 per cent; certainly something to bragg about. And, he says, "the sales record of the past year was no accident. It rvas the stimulating result of a hard-hitting team of manufacturers' and distributors' sales forces joined more closely than ever before. Our part here at DEPA was to initiate and organize the sales-promotion programs; you distributors energized the promotions and carried the fir plywood sales story and sales aids to lumber dealers who sell the ultimate consumer.

"The greatest satisfaction of all to me was the way so many fir plywood jobbers and their salesmen took hold of the programs and fired up the dealers. To be sure, there were some rough spots time was short in some instances when we were shooting from the hip . . only about a third of the distributors made the most of the various programs we all learned some things and there's plenty of room for improvement.

"I'm tremendously enthused about the 1954 fir plywood program and anxious to give you a rather complete preview as the new year begins so you can plan your own full participation. I will keep you advised of the details throughout the year well in advance of the unfolding of the individual promotions.

"1954 Program. The meat of the 1954 fir plywood salespromotion program is first to create greater consumer acceptance and lead plyu''ood customers to retail lumber dealer yards. Second, rve vvill tell and show dealers why they will profit more by carrying complete stocks, including ample Exterior, to supply the greater customer demand.

"You and I know that for more than half of all the fir plywood sold, the lumber dealer is the first contact probably the only contact u'ith the consumer. The dealer is the X on the diagram n'here the sale is born or killed.

"Your job and ours in 1954 is to step up turnover of dealer stocks. So, the 1954 DFPA aclvertising-promotion program will give dealers strong support by hailing. consumers and repeating and repeating 'fir plyn'ood' and its uses so the term becomes a housel-rold r,r,ord. The program rvill give dealers sales tools and sales ideas, and point out the profit incentive in plywood. We are not going to neglect other plywood markets such as industrial and concrete form business, but the primary goal it to stimulate dealer sales."