Dealers get together for effective ad campaign

66fNCREIASE TRAFFIC in your store r and boost vour sales" is a merchandising rule being proven eftective by six southern California dealers who have banded together to conduct a cooperative direct mail advertising program.

The program was conceived and is being carried out by C. H. "Barney" McClure whose agency, Ad-visors, specializes in advertising service for retail lumber dealers.

McClure, formerly advertising consultant with Chip National Inc., drew on his experience gained in solving the advertising problems of that firm's franchised lumber dealers in formulating the program.

'oThe usual media available to lumber dealers-newspaper and radio-were not producing what we considered adequate results in terms of dollars spent," McClure stated. "We found ourselves looking longingly at the field of direct mail and admiring the well produced mail pieces being utilized by some of our larger competitors, particularly 'discount' type retail yards."

Not having the large budgets necessary to properly use direct mail on an individual basis the group was forced to find means of cutting production, printing and mailing costs.

Several specific requirements for such a program were stipulated in the beginning, each of which created its own problems.

'olt was felt the program should be consistent without trying to fool the public with constant, so called sales," stressed McClure. "Thus. it was decided to have a new mailing every other month. Each mailing was to carry a timely, seasonal theme and various devices were developbd to give a longer pulling time than is usually considered possible in such promotions."

Each promotion and its special prices were geared to a full thirty day period with free gift offers and coupon specials at intervals throughout the sale.

Special editorial features such as "the Corner Workshop," (showing a home workshop project), "Mac the Fixer," (a reader's question and answer column) and a 'oClassified Directory Of Services We Offer" were included to add readership interest and give the reader reasons to keep it,

"One of the most difficult problems was that of individualizing the pieces to fit each participating dealer," explained McClure. 'oThis was solved by designing one overall format for each issue. Color plates, editorial {eatures, promotional theme and overall design are the same for all. Each dealer" however" could select his own merchandise items and prices ofiered. His own signature and logo or slogan are featured on the front and back covers."

"Each dealer has a choice of a home improvement remodeling advertisement or the feature "Index of Services Ofiered" in each issue. All products were illustrated with drawings from our library and special artwork was created for overall format and for items not already on file.

"Every effort was made to relieve the dealer and his stafi from burdensome efforts in production and handlin Bi' McClure continued. o'Normally, a few hours spent in selecting items to be advertised and their prices." 'oAIl other details ryere handled by Ad-visors with each dealer receiving a split billing of two installments for his proportionate share of the costs'" Dealers were encouraged to augment each mailing through local newspaper ads, special merchandise purchases, in-store displays and point of sale pieces.

Participating dealers were consulted on results of each promotion and asked for suggestions on improving future issues.

"Dealers reported the change in format resulted in increased sales and apparent longer retention. They felt the smaller catalogue was less apt to be thrown out with the newspapers," the ad-man opined.

Dealers participating in the cooperative advertising e-ffort are Corona Lumber Co., Corona; Home Lumber, San Bernardino; Palms Lumber, I[est Los Angeles; BettsSine Lumber Co., Culver City; Burko Lumber Co., Torrance; Chance-Irwin Lumber Co., Long Beach; Costa Mesa Lumber Co., Costa Mesa; Plains Lumber Co., Garden Grove and Conley's Home Center, Pomona.

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