"Sell the Package" to Keynote LMA Yosemite Annual

A N EXPECTED record turnout of /a. Northern California lumber merchants will gather at the Ahwahnee Hotel in Yosemite National Park on Sunday, April 8, for the 22nd, Annual Convention of the Lumber Merchants Association of Northern California. Theme of the three-dav work session will be "Sell the Packa-ge," or in plain layman's terms-ControlThe Sale.

The convention will kick off with the 22nd Annual LMA Golf Tournament on Sunday, April 8, Graig Gaffney chairmanning the event. However, aswe go to press, it would be our suggestion to bring along your snowshoes and tire chains for your caddie carts-providing you can locate the course. An alternate for the athletically inclined would be skiing at nearby

Badger Pass where skiing conditions are reported the best in several years.

An outdoor Lumberiack Breakfast will officially open the Monday session which will be devoted to Advertising, Promotion and Public Relations. Principal speakers on the Monday program will be Jack Doscher, Jack Doscher Advertising; Edmund Boles, Boles& Associates; and Joe Schram, Editor of Building Products Dealer. The entire afternoon on Monday will be devoted toa roundtable discussion, Doscher, Boles and Schram sitting in on the panel to answer any and all questions on the vast subject of advertising and promotion.

The entire program Tuesday will concentrate on the subject of "Package Selling," master authority Art Hood,

Jack Paar Show Spotted bv Masonife Campaign

A series of color television spots on the Jack Paar show starting Feb. 8 spearheaded Masonite Corporation's nationwide campaign to introduce its new factory-finished Roylacote series of walnut and cherry woodgrained hardboards.

Supplemented by a complete pro- motional program for lumber and building supply dealers, the hard-hitting TV demonstrations by Hugh Dowr.rs, reaching 97 per cent of the nation through approximately 165 stations, launched the new woodgrained hardboards on the advertising ihe-e. "The Big Paneling Show of 1962," according to James H. Hurley, director of advertising and sales promotion.

Four-color spreads on the six woodgrains scheduled for the national magazines, led off with American Home in the Februaury issue and followed up with major impact in the March issues of Better Homes & Gardens, House & Garden, House Beautiful and Sunet.

As dealers sign up to participate in the selling, they will receive a number of promotional aids, which include the following:

A life-size seated figure in the familiar pose of TV Star Paar for use on the showroom floor. With it is an envelope stuffer holder and a supply of full-color stuffers.

Six banners to hang across a display former Editor of the American Lumberman, on the rostrum, and later available for an informal afternoon workshop. Another key speaker on the Tuesday prog'ram will be Eldon Carl, head of the San Francisco Employer's Council and an authority on the existing wage hour law. rvindow or an indoor area on a wire. In the form of TV screens. the colorful 1lx4-inch banners point up features of the Royalcote factory-finished hardboards.

On the lighter side of the 22nd Annual Program, executive vice-president Jack Pomeroy has scheduled three Industry-Sponsored cocktail parties, each evening of the three-day convention in addition to entertainment and dancing both Nlonday and Tuesday evening.

So get those reservations in now ! Write or call the Lumber Merchants Association of Northern California. 1255 Post Street (PR l-1891), San Francisco. See you there !

A supply of how-to-do-it paneling booklets in full color. These display the new Royalcote lines and include estimating and installation instructions.

Local advertising material in the form of full-color paneling brochures, radio and television scripts. Publicity releases round out the promotional package.

Dealers will be encouraged to install tr,r'o Royalcote panels in their showrooms as selling aids. Details of Masonite's participation in this promotion are available from company and wholesales salesmen.

Two-page, four-color advertising spreads in the national building supply and building trade publications appeared in Fpbruary issues to point up the Paar series, Hurley said. In March, the regional lumber publications carry ads on the promotion.

The Downs presentations, in which he demonstrates the variety of uses of the woodgrained hardboards and their easy maintenance, will reach 14 million homes and make some 645 million viewer impressions, Hurley said. A color film showing six room sets with thenew hardboards are shown as a part of the commercials.

Dates of the series are Feb. 8, 74,23, 26; March 9, 12, 79, 23, 26, 2&; April 2, 3 and 11.

To participate in the promotion, dealers are required to purchase a minimum of nine bundles of the Royalcote cherry or walnut ora mixed assortment. They are asked to put up two panels as demonstrators in their showrooms.