llereb llow ebfi hmber Dealers ere Caehlng ln on the Chdstnas Custom

Douglas Fir Plywood Association has announced a new 1955 Christmas merchandising package for building material dealers. It is simple. It is easy to use. It is free.

Behind it they are throwing the weight of a national advertising program that ought to herd customers into retail lumberyards by the thousands looking for plans and plywood.' A series of two ads in national mass-circulation magazines reaching a total of 30,580,000 homes two times was scheduled to begin running with the October 19 issue of the Saturday Evening Post.

These include American Home, House and Garden, Living, \Moman's Day, Sunset, Popular Science and Popular Mechanics in addition to other home and homecraft publications.

The dealer's tie-in kit this year will have plans, a window banner, a merchandising manual, ad mats and radio spots. Plans include 100 folders carrying do-it-yourself plans for 12 Christmas decorations, toys and gift items. In addition, there are 10 copies of a popular train table plan.

For identification, the kit contains one bright, threecolor window banner labeling your store Santa Claus' headquarters for do-it-yourselfers.

The first series of ads urges the do-it-yourselfer to make Christmas decorations and toys with fir plywood and invites him into his local retail lumberyard for plans and materials. The second series is built around an efiective theme designed to keep do-it-yourself plywood sales moving after Christmas. The messagq-"lf you're giving hubby power tools for Christmas, here's a handsome stocking gift."

The ads offer a collection of plan books and folder with plans for 33 projects worth 91.60-a11 for 50 cents. The ads tell consumers to write direct to the DFPA for the package eliminating the necessity of big plan stocks by dealers.

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But the combination of tools and plans will sell plenty of plywood for retailers everywhere in the months following Christmas.

Dealers can get their free merchandising kit through their regular fir plywood distributors or jobbers, or by writing to Douglas Fir Plywood Assn., Tacoma 2, Wash.

Plywood Association Tries Promotion Aids

In Six Retail Case Studies. Results Show Increased Sales, Produces Important Lessons

In an effort to determine the kind of merchandising and sales effort with the greatest pay-off in actual Christmas sales, the Douglas Fir Plywood Association last year worked closely with six typical retail lumberyards across the country.

For three months, a field promotion representative-in Southern California, St. Louis, Mo. and New Jersey, rolled

Incorporqted Feb. 14, t9O8