Progrom for Coordinoting Adverfising ond Promotionol Efforrs

Complete details of the progranl for coordinating the a<lvertising and promotional efforts oi retail luml;er dealers and building products manufacturers have been sent to all members of the National Retail Lumber l)ealers Association, through its 32 Feclerated Associations, and to all manufacturers u'ho have indicatecl interest in the plan.

The announcement spotlights the fact that tl.re first or-erall theme in the program. scheduled to begin in Februarl-, 1954, is, "13uy or Plan Your Nen' Home Nou:." This theme u'as chosen to start the plan in operation becattse it is timely, because it holds maximum sales possibilities for dealers and manufacturers, and becartse it is one in rr'hich every clealer and everv manttfacturer can participate rvithout question.

The coordinated program u'ii1 lte carried ottt four times during the year-in I\Iav, Attgust, and October, as u'ell as February.

In describing the plan, NItLDA expressecl the conr-icticin that at least 5000 retail dealers u,ill use the theme in their ne\\rspaper and other prtttnotional efforts during tlie scheduled u'eek, which begins Feltruarr' 7. and ltrged all manufacturers of products ttsed in home construction to f<lllon' the theme in their o\r'n way during the rncinth of Fellruarv.

The announcement also said:

Both manufacturers ancl dealers s-ill sell a lot more materials to potential customers everyrvhere n'hen evervone makes the same forceful appeal at the same time.

For the first time, retail lumber and building materials dealers and manufacturers of building products are g<iing to coordinate their advertising and prourotional efforts so as to increase sales by reaching the u'hole buying public from manl' directions u'ith the same overall themes at the same time.

This program has been officially adopted by the Board of Directors of the National Retail Lumber Dealers Association and has been unanimously approvecl by a group of leading manufacturers.

Iivery dealer and every manufacturer is urged to participate in his own way.

It has been agreed that dealers all u'ill feature the themes during the single rveeks specified, and that manufacturers u'ill {ollow the themes during the months listed, since most dealers plan their advertising and promotions on a r,veekly basis and most manufacturers follorv a monthly schedule.

Dealers rvill follorv the themes in their own ways in their newspaper, radio, and direct n.rail advertising and in their displays, truck signs, and other promotional efforts. Each rvill use his own headlines, illustrations, and copy, but all r,vill feature the same themes during the same rveek.

Manufacturers also u.ill u'ork out their ovvn methods of reaching the public u'ith the same appeal-through their customer advertising in magazines and nervspapers and on radio and television.

They also u,'i11 include the themes in their dealer display materials and other promotional helps.

Those manufacturers u'ho, for one reason or atrother, can not use a theme as the central feature of tl-reir advertising and promotional materiais rviil l'ork it in along n-ith ttther ideas thel' are currently featuring u'hen each of the four months conres around.

\Vith thousands of dealers and scores of mat-rttfacturers all using the same appeal the sheer force of repetition u'ill har-e a tremendous impact. The beauty of it is that it cloesn't cost anyone an extra pennv.

This program fnr coordinating the advertising antl promotional efforts of dealers and manttfacturers has a tremendous sales potential.

Themes

1. Plan Your New Home Now. The purpose of this theme is to encourage American families to buy a ne\\r home, or to start selecting a site, plans, and materials for a ne\\' home and to arrange their financing ahead of time so thev can start construction or as soon as u,eather permits.

2. Get Your Home and Yard Ready for Summer. This theme opens up a u'ide range of profitable sales: painting inside and otrt, insulating against summer heat, nerv roof and siding. new screens or combination doors and 'il'indorvs, louvers and ventilating fans, add a porch, build a terrace, su'itrtming pool or breeze'ivay, etc. -all tied to the central theme.

3. Add-a-Room to Your Home,. Under this theme, home ou'ners can -be urged to: finish an attic room, add a nursery, build a basement recreation room, enclose a porch or breezeu'ay, etc.

4. Get Your Home Ready for Winter. Here again the theme covers a 'rvide range of package sales: storm sash or combination doors and u'indorvs, insulation against cold, ner,r' roof and siding, weatherstripping and caulking, etc.

Dates

Manufacturers leiteisFebruary \\-eek starting Feb. 7 llay \\'eek starting N{av 9

August \\reek starting Aug. 8

October Week starting Oct. 10

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We ore truly lhonkful for the mony .friends we hove mode during lhe post 47 yeors ond look forword lo mqny more yeors of serving you. O