FLASHBACK: 1978 AD COPY

FORTY-FIVE YEARS ago, BPD sister publication The Merchant Magazine invited Charles Lauber, longtime VP of advertising & promotion for Palmer G. Lewis Co., to offer lumber dealers tips on effective marketing. Conceived for the days before digital and social media, some of his advice no longer applies. Yet his basics are as timeless as ever.

Here are a few evergreen highlights from August of 1978:

Program Your Advertising:

(1) Have a plan and work the plan.

(2) Use available calendars or program sheets.

(3) Project at least 3-6 months ahead for consistency.

What to Spend on Advertising?

(1) Building material dealers are notoriously poor promoters and rate near the bottom in terms of percentage spent for advertising. General rule of thumb is 2% of gross sales, mass merchandisers go as high as 5%. New stores will go higher until they are established. What to Advertise?

(1) Products that people need and want.

(2) Products that people can install or apply themselves.

(3) Products that you the dealer can make a profit on. They shouldn’t always be materials that you want to sell. If they don’t fit our prospect, they won’t move.

What Makes an Effective Ad?

(1) Ask two questions of an ad, (says an expert): a. Does my ad include the customer benefits? b. Does my ad give a reason for buying at my store?

(2) “Red” and “blue” point copy theory:

Western wholesaler Burns Lumber touted its longevity on the front cover of the August 1978 edition of The Merchant a. Blue points are what product is or what it has, how it works, etc. b. Red points relate those product features to how it affects the buyer: what it will do for me, family, business, etc. Refers to people, not products.

(3) Ad layout: “A.I.D.A.” formula.

A - Attention. Any successful ad must catch your eye or ear.

I - Interest. Develop elements that pertain to me.

D - Desire. Create a need on the spot.

A - Action. What do you want done: come to the store, mail a card, pick up the phone?

What About Co-op Advertising?

(1) Used properly it is a blessing to the retailer.

(2) Allows dealer more advertising muscle, use of professional ads and total programs.

(3) Manufacturers and suppliers depend on it for sales at the local level; it means inventory turnover.

Product Knowledge: Necessary Part of Profitable Promotion

(1) Lack of product information is the retailer’s most deadly sin. Product knowledge = selling info = dealer sales. This can be solved by asking your suppliers and manufacturers for effective and well-planned product meetings.