Promotion Progrom Poys-Oll lor Deolers on Lqm-Loc Pecky Cedor

Recognizing that it takes thousands of contacts with many different groups for the introduction of a new building product, Ed Fountain Lumber Company recently put together a promotion program that takes into account every group and assures building materials dealers a fast start when they take on Fountain's Lam-Loc Pecky Cedar, The program starts with the selection of a good wholesaler who will stock the Cedar in sufficient quantity to assure all yards a wide selection of sizes. (Lam-Loc Pecky Cedar is sold in specified widths and lengths.) Special-em"," """u; .^ ""

Baclbone of the Ed Fountain Lumber Co, promotion program is the handsome 4'X6' dealer dlsplay (lett) whlcfi shows natural product and various stained samples to show effects. Unit is self-standihg -oi can be hung; sig.ns are. easily cleanable and "Take-one" racl heeps literature organized. Many dealers report immediate sales from thes displays. Promotion pieces (below) include stainCd sample and natural piece of Lam-Loc Pecky Cedar tor mailings to architects, contractors and dealers with +color brochure: newspaper Ad mats. ete. SDecial events 6t retail yards. are handled on cGop advertising basis in local papeis, wlth mailings to aiea homeownets and contractors of samples and literature shown below.

Saginaw Cedar

Hove prolected Colifornio homes for 40 or

Saginaw Cedar Shingtes

Hove been sold oll lhese yeors by

Shingles

more yeors, ond still do so.

We con lood

Red Cedar Bevel Siding ond

Cedar lumber in Mixed Cors with rhe Shingle ond Shoke items lisred

Saginaw Shingte Company Produces

SquoredRebutted

Unstoined Ploin ShqkesSquoredRebutted

Hond Split Resown Shqkes

Split Resown Hip ond Ridge phasis is also placed on wholesalers who are promotionminded and will take advantage of and assist the dealers with the several phases of the integrated program.

Srroighr or mixed cors shingfes ond shokes con be fooded os desired.

After the wholesaler is selected, a mailing of two Cedar samples and a four color brochure is mailed to every architect and contractor in the area. This is in advance of the retail dealers being contacted and is designed to stimulate interest, so yards will start receiving calls for Lam-Loc Pecky Cedar.

Next, a mailing of the samples and brochure is made to all the dealers served by the wholesaler, along with a letter signifying him as the source.

After this, each retail dealer is contacted and receives a Lam-Loc Pecky Cedar display and a supply of four-color literature. This work is carried out by Reynolds-BukerRadack and Associates, Fountain's special promotion organization.

Once the displays are installed, ads are placed in local contractor and architectural publications to further inform these industry groups. Ads and publicity also appear in local newspaper home sections and dealers are provided newspaper mats for a cooperative advertising campaign of their own.

A 10'x10' room display is used for consumer contacts at Iocal home shows and for special events staged by the dealers. Where building centers exist, Fguntain takes display. space and subscribes to architectural and engineering .servlces.

These promotional efforts are implemented by personal calls on architects and contractors by Reynolds-BukerRadack and Associates on a continuing lasi's. This group also displays in decorator, architectural and contractor trade shows. Ads and case-history success stories are carried in leading lumber dealer publications to show what can be achieved by dealers who do an aggressive job.

With this program, every facet of the industry is considered: lumber wholesalers, building materials dealers, architects, contractors and the general public. The out-

Kennedy Bqcks Boycott Bill

Washlngton, D.C.-Despite the vigorous protest of Sen. Barry Goldwater of Arlzona, a Senate Labor Subcommlttee in mid-August approved leglslation whlch would legalize secondary boycotts at builtling sltes. Sen. John F. Kennedy, Subcommittee chairman and the Democratlc presldential nomlnee, sa,ld he. hoped Congress would enact the measure before adjournment.

In a report issued by the National Lumber Manufacturers Assn., it was polnted out that both the Senate and House bills would permit butliling-trade lJnlons to block the use of non-Union-made wood products or ClO-Unlon-rnade wood products on any constructlon project employlng AFL. builttlng-trade Unlon employes.

standing results of this program in launching Lam-Loc Pecky Cedar show what can be accomplished when a company brings all phases of promotion together in a unified, hard-hitting effort.

This is the kind of effort that will put lumber products back in the public eye and help establish retail building materials dealers as the source for new ideas and the new products to fulfill them.

-Nalional Forest Products Week. October I6-22-

Diqmond Nafionol in Roseville

Preliminary plans for the construction of a new Diamond National Corporation lumber and hardware retail outlet at Riverside Avenue and Cirbv Wav in Roseville. Placer county, are 9O/o complete .nd .ottst.uction is expected to begin soon.

C. E. Hinshaw, general manager of the California retail division of the national firm, said four acr'es of land have been ourchased.

Hinshaw estimated the land and the building at the site will cost nearly $200,000. There will be 5,000 square feet of retail space and 20,000 feet of warehouse space.

Thrifiy Retqilers Pick Up ot Corloqd Prices From Our Wqrehouse

Yqrd-Plonning Cenfer to Be Feqtured Ar NRLDA Mqteriols Exposifion

Building materials dealers who attend the Tth annual NRLDA Building Materials Exposition in San Francisco, November 13-17, will be shown all the latest methods of receiving, storing and moving merchandise in a special Yard-Planning Center. Planned for the southeast corner of Brooks Exhibit Hall, the center is sponsored by the National Retail Lumber Dealers Association.

Foremost among numerous visual aids and displays at the center u'ill be a "talking" lumberyard. It's an exhibit showing a properly designed yard, with colored blocks indicating the store, sheds, aisles, roadway, parking space and other areas. A S-minute tape recording that is audible for about nine feet will tell how each part of the layout is positioned to improve yard efficiency. The message is designed to capture and hold the interest of the audience at any part of its presentation.

Other features at the Yard-Planning Center are geared to dealers' personal needs and problems. Among them are:

(1) Equipment Counseling Service. A skilled materialshandling engineer is prepared to advise any dealer on the type of mechanical equipment he should.have in his yard -and why ! Complete specifications on all building materials-handling machines will be available.

(2) Yard Layout Aid. Men will be stationed at drafting tables to help dealers revise the layout of their present yard. To take full advantage of this service, dealers are invited to bring land plots or diagrams of proposed remodeling plans for discussion with the layout experts.

(3) Layouts of over 1,000 successfully operated lumberyards where products are moved fast. These yards were developed by men whose sole responsibility is yard layout and materials handling. The professional blueprints will be separated by state or area in racks so a dealer can easily find yards which he can visit when he gets home. Tables nearby will provide working space.

Being readied for the back walls of the center are lighted transparencies showing "before" and "after" views of six different yards.

The Yard-Planning Center will be in operation during the entire 4-day exposition.

-National Forest Products Week October 16-22-

Gqrdiner Succeeds Eqrl Bleile

Charles S. Gardiner, home office sales executive and former Southeast sales representative for Roseburg Lumber Co., has been appointed general sales manager in the position formerly held by Earl Bleile who, prior to his recent resignation, guided this activity for 14 years. Bleile is leaving to open his orvn business in California.