Nimmo Lcrunches Ashby Lumber Co. in Berkeley With Big Open House

\Alell - knorvn B"y Area Lumberman Johrr Nimmo launched a nelv enterprise, Ashby Lumber Company, at 824 Ashby Avenue, in Berkeley, September 13, with all appropriate Open House including prizes and givearvays to every pnrchaser. Nimmo used very little pre-opening media aclvertising but capitalized on his busy Asliby avenue location (over 75,000 cars pass by his store daily) to announce tl-re openinq on two large billboards at either end of tlre store. No one was more astonished than Nimmo himself by the big opening day turnout.

In selecting a location for his strictly cash and carry doit-yourself operation, Nimmo chose the Ashby avenue location because of its heavy use by Berkeley commuters (he actually counted 'em one day for a four-hour period), With adequate off-street parking the location would be a natural, he decidecl, so he eiected iwo large billboards at either entl of tl-re building announcing that this was sool1 to becon.re the home of Ashby Lumber Company.

'l'his generatecl a lot of interest in the new business evell before Nimmo was ready to start salting away those do-it- yourself dollars. Further eye-catchers inclucle_ "specials" iigrrs ou the front of the building and a U.S. Plywood paireling display behind one big show window tl-rat actually resen-rbles a living room. Flood lights on the latter clisplay l<eep it n'orking on a 24-hotrr basis, picking up those "late" commrlters as well as calling aclditional attention to the l-rusiness. be careful with fire in thc woods. Loggers on the forest fol payrolls. Keep the Red-

Not completely relying ou his choice locatior-r to do all the selling, Nimmo himself spends a couple of hours <la.ily loliciting home improvement business "cold turkey" right out of the Berkeley phone book. While the "Merchallt's" representative was present, Nimmo made two such calls at rairdom, and while he did not come away with a cast it'ott sale in either case, lte did definitely establish Ashby Lttutbet arrd a friendly "We're here to help you" feeling in the uritrrls of both (ladies, in this case) he called. In short, Nirnruo's sarles philosophy is mucl.r the same as printed on tl.rose little cards we've all seen "It's him who makes the t:tlls .'rvhat gets the results."

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