Focused Advertising, Friendly ServiGar Knowledge of Mqteriqls Mqrk Outstqnding McGoy Yclrds

"!Ve discarded the hit-and-miss advertising program which was not ringing the cash register, and stepped up our schedule last year in our local Hemet News and, by concentrating on this weekly publication, our sales have shown a steady increase. Our copy dominates the same page each week and our customers' interest has jumped by leaps and bounds." So declares Russ McCoy, general manager of the

McCoy Lumbcr Company, operating retail yards in Hemet, San Jacinto and Idylhvild, California.

In building a firm advertising program, rvhich includes the company store in San Jacinto as rvell as Hemet, McCoy cmployed the Harper Mitchell Advertising Agency of Los Angeles to prepare weekly copy for the "island space" contracted for by the company. Now the townspeople, as well

THE HEMET YARD is shown in pictoriol ldyout ot the left, From left to right, ond top lo botlom, the scenes show: porl of stole ond worehouse; Russ lt/lcCoy, generol mancger of the three yords in front of Hemet 3tore; Mr. qnd Mrs. B. A. Bqcon, formers who come l4 miles fol some 2x4 ond building supplies for their ronch; inlerior shols of two deporimenfs of lhe slore; Ru3s McCoy (lefi) ond A. H. Arwedson pose behind the looding cort, new ideo in lumberyard operqtion lo sove time snd lqbor; ond (bottom row) T. W. Rhodes, leoCing contractor-builder of the Son Jocinto Volley with Monoger IVlcCoy; ond qnother shol of ottrqctive slore-fronl

CttFF ROSE, nonoger of the Ssn Jacinlo yord of the McCoY lumber Compony, is shown with Russ McCoy in top photo of pcnel on nexi poge. Second shot shows oggressive waY this yord of the compony promoles one of ils mony services' Monoger Rose is shown agoin ot right in rhird photo with three of the SanJoc personnel. Fourlh photo shows on lndion couple in the yord's cpplionce dePortment - regulor cuslomers from McCoy's big rurol lrode ores. lower piclure wqs token os The lilerchonl's comerqmon found Clifi Rose (right) rhowing Russ McCoy c new f,ooring pottern he'd iust qdded to lhe store's line as the farmer, have learned that \,IcCoy specials can be found on the same page each rveek :rncl, As ovcr 80f6 of the McCoy Lumber Companv sales are dcveloped at the rural level, this is most important to the \,IcCoy operatior-r. I)r"rring 1956 the advertising budget u'ill be increased to take czrre of direct mail to farmers nheir vuriorrs specials are offered by the lumber yards.

It 'w'as just 18 years ago that Rrrss NIcCoy- ancl A. I{. ,'\rrvedson purchased tl.re three yards front H. H. Spalding, prominent Ifemet-San Jacinto Valley lumberman, who decided he rvanted to retire from active business. Arwedson was elected president of the then nerv concern and Russell H. McCoy became its general manager. Russ has bcen active in the lumber industry for the past quarter of a century and has gained his experience at both mill and retail level.

NRLDA Award as'Outstanding Rural Store'

Last year at the National Retail Lumber Dealers Association convention held in Cleveland, Ohio, the Hemet yard received a national award for being an Outstanding Rural Store in its class.

Attractive displays of hardware, paint, floor covering, appliances and hundreds of building supply items are mair-rtained in each of the company yards. Pleasant salesmen and yard employes anticipate the needs of clients ar-rd a friendly warm greeting alvaits the shopper.

lO0/o fr,nancing can be arranged, if desired, for everything the firm offers for sale, whether it be one item or material for a complete barn or house. A complete line of General E,lectric appliances is maintained both at the San Jacinto and Hemet stores.

The Idyllwild inventory is not as complete, as this location in the mountains largely has the patronage of the weekend visitor and cabin do-it-yourselfer. The line at the Idyllwild store includes glassrvare "and things the folks forget to bring from home," said McCoy. It is operated on the general rural store idea and serves the ranchers and lveekenders alike. This store can immediately draw on the Hemet location for any items not carried in stock when there is a demand.

The San Jacinto and Hemet stores are gradually being converted to self-service. It has been found that most of the farmer trade likes to pick and browse before making the actual purchase. Every sales help is offered, but not pushed, and the customer percolates 'round the establishment until the articles are selected and a pleasant. friendlv clerk completes the transaction.

Calls 'Market Analizer' Great Aid

"We find the Market Analizer, published by the Lumber Service Co. at Burbank, is a great aid to our sales force ir-r all locations. This complete library of materials, prices and mark-ups is in use in all of our stores," said Russ X{cCoy. "It is a guide to nerv items being offered and helps our staff to quickly serve and give the information requested by the customer. It keeps our selling personnel informed on articles rve don't stock but can obtain on request. The Market Analizer is one of the greatest selling assets lve har.e ever had," he declared.

Cliff Rose, veteran member of the McCoy Lumber Company organization, is r.nanager of the San Jacinto location. Mike Dunn, alert yorlng business executive, is head man

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