P||NTI,IilD GEMEI{T G||MPIIIY

NIMA Adds Speciolisrs

Two additional specialists have been appointed to the staff of the Technical Services division of the National Lumber Manufacturers Association.

John L Zerbe, 31 wood technologist and former research professor for the Small Homes Council of the University ,of Illinois, will handle the association's work in the field of government specifications and standards and assist in the administration of NLMA research projects. He replaces Paul Koenig, who recently resigned to join the St. Paul and Tacoma Lumber Co.. Tacoma. Wash.

Harold L. Moulton, 33, building code consultant and formerly building inspector of Garden City, Long Island, will be in charge of building code activities of the association's New York office. He replaces Norman Re'ece, recently transferred to NLMA's New Orleans code office.

(TelI them Aou saro lt fn fnu Cotflo*n Lumber Merchant)

Speciolizing

Big Deqler Opportunities to Boom Remodeling Business Seen in 'Showcose of Fomous Bronds' Promotion

Retail lumber dealers throughout the country currently are being presented with what industry spokesmen agree is potentially one of the most profitable merchandising programs in the industry's history. It is the unique "Showcase of Famous Brands" model house promotion, sponsored by Masonite Corporation. Opportunity for lumber dealers to participate is being offered following a series of regional meetings in Chicago, Washington, D. C., Dallas and San Francisco at which the program was enthusiastically received by Masonite saJes personnel.

"Response of our dealer sales representatives indicates great success for this venture, both for the merchandisingminded lumber dealer and the home builders with whom he does business," said Paul B. Shoemaker, Masonite vicepresident in charge of sales.

Purpose of the program is to help lumber dealers, with a full kit of promotional materials and how-to information, merchandise a top-style model home in co-operation with other local merchants to capture the attention of their communities and a good segment of the top prospects for home-improvement purchases. Dealers will be encouraged to have home builders and sub-contractors use the model houses for showing prospects.

Leaders in the lumber and building industry are applauding the promotion as holding unusual merchandising opportunities for participants.

Said H. R. Northup, executive vice-president of the NRLDA:

"f have for review the preliminary of your model home program for lumber dealers, which you are terming the 'Showcase of Famous Brands.'

"The presentation looks splendid. The several house elevations attached are also most attractive, and it would appear to me that you have here something that a great many of our people would be interested in, particularly with the support being offered in the way of national, regional and local publicity, and the sales tools being provided by your company. Congratulations on a splendid program."

At the sales meetings, F. O. Marion, general sales manager of Masonite Corporation, heralded the promotion as "probably the most unique merchandising approach ever attempted by any building materials manufacturer. Our own enthusiasm is evidenced by the fact that our total investment in the 'Showcase' u'ill exceed that of any other single promotion Masonite has ever had.

"We believe that Masonite has approached the lumber dealers' problems realistically, investing its money, time and personnel to solidify the position of the dealer with his builders and providing the dealer with a real opportunity to build his remodeling business."

Outlining the purposes of the program, Dick Elam, merchandising manager of the Buchen Company, told Masonite salesmen the No. 1 objective of the "Showcase" is "to provide dealers with a unique, well-organized, effective merchandising plan-of-action that will stimulate and increase their sales and profit of materials sold to both the new construction and remodeling markets."

How the lumber dealer, as sponsor of the "Showcase of Famous Brands" model home in his community, benefits was pin-pointed by Elam in these words;

"There are 30 to 50 million 'lookers' who tour the home model circuit each year. Conservative estimates say that only about 7 to 8% are immediate prospects for a new home and another 12/o are prospects in the near future, or within two years. The remaining approximately 80/o are families looking for ideas for their own homes products, new materials, new colors and new furnishings. They are dealer prospects for modernization-prime prospects for components and building materials the lumber dealer can se11."

The selling opportunity offered to merchandising lumber dealers in the "Showcase of Famous Brands" program was emphasized by James H. Hurley, advertising manager, who said:

"The sales prospects are encouraging indeed for the 16,000 dealers who account f.or 9l/o of the industry's over 8 billion dollars in sales, for these reasons:

"First, the ner,r' horne market formerly promoted by tract builders is now largely in the hands of builders who sell I to 50 homes a year. These builders are providing the bulk of today's starts and are traditional lumber dealer customers. In addition, more than 36% of dealers are themselves speculative or custom builders.

"Second is the growth of the home improvement business which, in 1956, accounted for more dealer volume than new home construction.

"Third is the growing trend to a retail store opera- tion instead of a lumber yard. The invasion of the do-it-yourselfer has necessitated the dealer making his showroom over into a retail supermarket.

"Whichever way you look at it, the dealer has come of merchandising age and is today probably the brightest spot in the building picture."

Presented at the sales meetings were the promotionpacked kits, the basis for the salesmen's presentations to iumber dealers. These were explained by Elam of the Buchen Company and Raymond S. Chase, Masonite's sales promotion manag'er. Highlights of the package were detailed in the April l5 issue.

Names of all participating lumber dealers will be published in a full-color advertisement appearing in the Sept. 6 issue of The Saturday Evening.Post-in time for tie-ins with National Horne Week. I\'Iasonite will furnish ad blow-ups, mounted for display in the model home; a special envelope enclosure for mailing with statements ; and a special drop-in newspaper mat, for inclusion in regular advertising.

R.esecrrch Director Resigns

Tacoma, Wash.-The resignation of Dr. W. I. Patnode, director of research and development for Weyerhaeuser Timber Company, has been regretfully accepted, announced Vice-President John I.. Aram. Dr. A. S. Gregory is appointed acting director of the Technical Center 'at Longview, in addition to his duties as manag'er of the Central Research Department