wARREmfuiNc.

3OO Mcple Ave. SPruce 5-2491

Remodeling Exponsion Brings promotion ldeq chonges

Changes in the remodeling market, vi'ith larger loans under FHA iust beginning to become a factor, have resulted in a changing outlook for some of the nation's top building materials sales promotion people. -

One of the largest of the current rernodeling sales programs, a nationr,viCe "New Faces for Old Rooms" campaign that enlisted retailers from coast to coast and some 6500 contractors the past summer and fall, is about to be expanded from the "rooms" concept to "the entire home."

, Georgia-Pacific Corp., the plywoodlumber-hardbo,ard manufacturer that instigated the highly successful "New Faces" prog'ram, is replacing superrnarket-type banners and point-of-purchase cards, ad mats, radio scripts and other materials with a completely new set of sales aids. They will use an "Expand-A-llome" theme to cover the full scope of remodeling forecast under the more liberal FHA terms, expected to become more generally available early in 1962.

A behind-the-scenes concept of what is happening among harried sales pro- motion men, because of this changing scope of the market potential, is inai-cated in the comment of K. C. (Red) Swanson, warehouse division merchandising manager for G-P.

Srvanson, at least partly serious, explains that "our own sales promotion people have paraphrased tlre ;New Face For Old Rooms' theme for their own private use. Their unofficial version of it notv, as new remodeling market reports arrive daily, is 'New Faces For Old Sales Promoiion Programs,' which isolates a current sales problem very nicely."

The new "Expand-A-Home program, whiclr gradually will replace the'iNew Faces for Old Rooms" theme into the early part of 1962, will include large color banuers, pennants and othir sales aids.

They will push, besides G-P's own forest products, such non-G-P retailer items as paints, tools and hardware in what Swanson explains is a general comp,any_program "to help the really merchandising bu i1 di ng materiaLs dealer in his efforts to eatablish his business as a one-stop supermarket for all types of building supplies."

.th9 n9w "corporate image" program rvill find its way into about 2000 retailers' sales areas, a few hundred more than the current prog'ram.

Included in the new sales aid kits. for which G-P is bearing the cost, are three new color brochures aimed at inspiring customers who have vague remodeling ideas in mind.

E,ach brochure includes an estimating sheet to indicate the cost for wall paneling and a. new ceiling in a wide variety of room sizes. There are sug- gested plans for a remodeled kitchen, a. new family room and a new recreatron room.

"New Foces For Old Rooms" bqnners qnd other coordinoted point-of-purchose soles oids qre being disployed in building moteriol retcil centers notionwide rhis foll, port of o moior home remodefing rcles promotion program, Photo shows disploy oreo of Frozer Plywood Supply in Portlond, Oregon. lt is one of neorly 2,000 retqilert that cooperqted with Georgio- Pocific Co:p., which furnished the soles oids. Nexr specicl progrorn feotures on,,Expond-A-Home,, theme. It olso ir coq3l-to{oo3f.