How a Detroit Lumberman Capitalized on a New Office and Display Room

Did it ever occur to you to make the very premises of your plant the most eloquent advertising medium it is possible to obtain?

Many concerns forget that the most forceful advertisement of their product is right in their own hands-right in the,ir own front yard.

Here is a company sufficiently alert to sense a popular need and have exerted themselves to fill that need in a ,most effective manner.

The Restrick Lumber Company of Detroit have capitalized on a new main office building which is one of the'most attractive in the Middle West.

Why not, they asked when planning the new building, have the different woods and build,ing products demonstrated in a practicable, usable manni:r. That is just what this company has done.

When a builder or an architect mentions "clear oak flooring" or "No. 2 quarter-sawed," the client has only a very vague conception of what is meant.

Now Restrick reasoned that it would be a big help to the contractor and the builder if there would be a place-a permanent display-where they might easily show a customer the different materials and the different finishes.

Rigtrt there, in their own front yard the Restrick Lumber

E. L. FIFIELD

Californh Rqtrecotativc

GERLIIIGER tUilBtR ColilPAl{Y of Portland, Oregpn

Associate Manufacturerr and Wholesalers

..A GOOD LIVE CONCERN''

24 California Strcct Talcphonc San Francirco, Cal. Douglar 6553

O. F. FOUiOM, Special Reprerentative

GALI FORlI IA WH ITE

P;UL BUNYAN LATI{, sheathing and lath combined in one piece. A perfect bond for stucco. A solid job of eheathing. One leaa item of material to buy. Reduces cost.

Company has put across a capital advertising idea-and besides, have a beautiful, practical office.

The building is a modern adaptation of domestic old English architecture, with a thatched effect shingle roof. It has an art brick exterior and casement windows, with leaded glass overlooking the boulevard-one of Detroit's main thoroughfares. The interior, as suggested, provides ,not only for the main ,offices but artistically displays the many different woods and products and their finished appearance.

The next problem was to "sell the idea" to the trade. A special announcement in the form of an "extra bulletin" (a monthly Restrick publication) was prepared by the advertising department. The front cover carrying the message, urgently invited the architects, contractors, builders and other lumber buyers to come Saturday afternoon, March third.

Inside the Bulletin clever cartoons featured the 'main events. Colored chefs served roast young pigs; an orchestra and vaudeville entertainers provided amusement; big fat Havanas completed the perfection of a perfect' day.

"No speeches" in big glaring headlines, emphasized the absence of all tiresome "inspirational talks."

Then the day before the big party, a "Restrigrxln"printed and bearing a message like a telegram-went to the entire ,mailing list.

GllAs. t. RosE & Go.

WHOLESALE LINffiER

607 FLATTRON BLDG . SAN FRANCIITCO

WHEN YOU NEEIT,-

DOUGLASi FIR

REDWOOD

WHITE PINE

SUGAR PINE california Representatives of ,r]* utt

YAUGHAN TUIIIBIR C(}.-P()RTLIII{D ORE.

Telephone Douglas 6l66

ANd SUGAR PIlIES

Building lumber and Finish. Factory Lumber. Patterrr Stock. Widc clears and uppers for drainbmr& and shelvittg. Siding and Moldings, [.ath and Shook.

"Largest Producers of California Pines"