Hard Work - Fine Enfertainment Mark LMA's Two-Day Convenfion

t.floy, Am I Confused", the title chosen by the Rev. Jim U W. Brougher, Jr. for his keynote address on Monday, April 9, describes our feelings as we attempt to bring you the coverage on the 22nd Annual Lumber Nlerchants Association of Northern California Convention at Yosemite National Park, April 8-10.

We are confused because never before has LMA done such an outstanding job of packing such a variety of subjects interesting speakers, plain hard facts, and yes, recreation, into a two-day package. Any LMA member who missed this one missed a convention that rvas the most certainly not "just another convention."

Well, let's start at the beginning, and that would be on Sunday, April 8, when the boys met at the Wawona Country Club to square off for the 22nd Annual LMA Golf Tournament. Fortunately, sunny skies fo,r two weeks preceding the convention had cleared the course of snow. This brought a big sunny smile from tourney chairman

Craig Gaffney too.

Winner of the Lorv Net Perpetual Trophy was Hugo Miller, of California Pacific Sales Corp., San Francisco. Ralph Lamon copped the low gross plaque (as he has been known to do in the past.)

Elmer Rau Opgns Morning Session

LMA President Elmer Rau opened the morning session in the Indian Room, tl-re subject "Hovrr To Improve Yonr Advertising, Merchandising' and Customer'Relations". Panelists included Al Buckner, M&D Store Fixtures; Edmond Boles, public relations council, Fresno ; Jack Doscher, advertising executive and former head of Operation l{ome Improvement; and Joe Schram, Editor, Buiiding Products Dealer.

In the lead-ofi spot, Schram defined advertising as "Salesmanship in Print." We mention that because, like salesmen, there are good and bad advertising promotions. Schram discussed several various services offered to the retailer, services giving him the b,enefit of a professional layout. "Do-it yourself" advertising rnany times will not give an advertiser value received for his advertising dollar.

How to figure an advertising budget came under scrutiny. Some firms spend as little as l/o of their gross sales on advertising; some spend as much as 6/o, Schram noted.

Principal reasons for this spread would be type of customer they are trying to attract (contractor or consumer), and location of yard.

The "wave" method of advertising was discussed (a1ternating big ads r,'i'ith small ads) ; the pros and cons of various media were outlined (newspaper and yellow page directory advertising getting the nod from the majority of the dealers present.

Schram noted tha,t it is reasonably easy to check the results of any given newspaper ad at the cash register. Newspaper spreads will pull the hardest within three days of the insertion; hence, Thursday afternoon papers generally are the best buy for optimum store traffic on the weekends.

Yellow page listings under all major lines carried, instead of one large display ad under one category, has proven more successful, Schram noted.

Last, but most important, Schram stressed "continuity" in all advertising. Arrive at an adequate budget, select the correct media for your promotion, the correct layout ("image"), and then stay with it on a regular basis. A valuable by-product of regularly scheduled advertising is "customer retention". This is another reason why any advertising promotion should be well thought out and planned from the very beginning. Each ad should be a good salesman; each ad should carry the company's logo (signature cut). A theme, or slogan is also helpful in preserving "customer retention", Schram noted.

Schram also urged the listing of prices in all newspaper advertisir.rg (do-it-yorrrself projects and remodeling jobs are usually generated by the little lady-and let's face it fellas, she's been trained to look for prices ever since she and mom went shopping for that first party dress).

The subject of store display and layout then came under discussion, M&D's Al Buckner directing this part of the prog'ram. In general store layout, Buckner stressed good lighting, adequate parking, showroom frontage, window display and location of the checkout counter where it will pull people through the maximum part of the store.

Buckner recommended wiring with outlets placed so center islands could be electrified (more and more displays are electrically operated) ; elimination of fixture bases on wall displays (put back-up stock out where it can sell too) ; self-service layout, r-hether store is completely self-service or not (easier inventory control) shoulder height island gondola displays (to allorv clear view of store) and standardization of all fixtures and color schemes to allow flexibility and interchangeability of both inventory display and fixture location.

Want some food for thought? According to Buckner, when entering a store men g'enerally turn to the rightwomen to the left. Let the marriage counselors think orr that one for awhile !

Public Relations is a hard thing to pinpoint, but PR man Edmond Boles of Fresno came up with a pretty good stab when he defined public relations as "those actions which do not have to be taken in order to stay in business".

Constant attention to public relations can add up dividends, Boles noted, but the smartest PR man to big has yet to come along who can improve a firm's image when it is not deserving of the community's support. courtesy . . . downright rudeness in many cases !

"Doins rieht-and then tellins the world. ir d. is public rela-

"Doing right-and telling the IJolng rrgnt-ano relations," Boles told the group. What did he consider one of the most common examples of poor public relations committed by western retailers (all groups) ? Lack of common

Last on the morning program was Jack Doscher, former head of Operation Home Improvement, who explained how OHI set the stage for the home remodeling plum that is ripe for the picking tday. Dosher, who now runs a leading advertising service for retail lumber merchants, also stressed the importance of directing the remodeling message to women. "Present new home projects in each ne.vv lHlRD, from !cft: ABC'e Ed Livoni ond Cloir Hicks wirh their belter holvor. Middle: Heoldrburg relailer Russ Steysn. ond Joe formey. Right: Jock Jonssc, Arlie Chortcr qnd Ghorlie Dort. ad-and above all, advertise with continuity," Doscher stated.

Evcryonc enioyed ll/lA's Yosemite rneer! TOP, from left: Arcoto Redwood,s pqul Wond, wife Ann, ond Ed French of "Frendrie thc Crqne.,, Iliddle: Pacifc Lumber wq3 th.;e in force; here wc hove Jim Hopkinr, Gtenbrook lumbe/r Bob Horhgwgy, Ecd fotmcn, Horry Hood qnd Bud Robcy. Righr: Rolph lonon collcoing hir low gros trophy from Croig Gofiney.

SECOND, from lcft: ilr. qnd lirr, Armin Spccked of l/loryvillc,r Speckerr Building Supplia (notc $ot nomc chcnge). Middle: oopr, moved in o linje clore, bur wl :rill gor nort of Berkcley wholcroler Poul Goboury, Tohoe City dcqlei Cfiqrlie Cror:, Bud Borbcr of Bornie Earber & Associoter, ond Jqck Dorihcr. Righrr Hom Kcott. Yorcrnitc Lumber, snd ChorlSe Dorr, K-Y lumbcr, colhctcd rorncloot too.

FOURTH, frorn lcft: llr. ond Mrr. Al Stockton, A, l. Stockton lun6er Co. Ncxt: Homcr f. Hsyword's Hql Hortne$ ond hir wifc, Next: l/lr. ond Mrr. Gcorge Xreirs of Sinrpson. Righr: Bud ,llcGortnoy, Cloir Hickr, Jr., ond Jock Volkcr.

BOTtOl , frorn left: Ann ond Pqul Word rhoring o liborion with Al cnd Alcrgo 8ell. lliddlc: Gucs who won on downhill rlqlom?--occ Mox Good (righr); Wcycrhocu:cr/: Davc Eirhop hodt up hL "grecn" for lhc cqrnerornsn.

The future of selling the remodeling package? According to national suvrey, people move on an average of every

Officerc ond Direclorc, 1962-63

Lumber Merchonts Associqtion of Northern Cqlifornicl

Elmcr Rou, AAodcro, Prsridcnt

Cloir Hickt, Solinat, Vice Preridcnt l. E. Horton, South Son Froncirco, Treosurcr

Jock Pomeroy, Son Frcncirco, Execulive Vicc Preridcnl

Directorc, Hold-Overc

Bob Potlerson, St. Heleno

EJmcr Rou, Modcro

5 years, Doscher noted. Each move constitutes new remodeling and home improvement projects. This factor combined with the growing families (and incomes) of younger first home dwellers makes the home remodeling (Continueil otr. Page 28)

Clqir Hickr, Solinor l. E. Horton, South Son Froncirco lorry King, Bokcrrfield

Worrcn Moorehcod, Escolon

Fronk Murphy, Cormcl Vollcy

Gerold Derr, Elk Grovc lce Doud, Scrn Jose

Homer Hoyword, Solinor

Frqnk Hedrd, Woodlond

Jim Ross, Honford

Dole Ruso, Sfockton

Wendell Scoft, Fremont lew Silvero, Antioch

Mikc Simpson, Socrqmcnto

Armin Spcckcrt, Moryrvillc

Slcvc Yocacr, Scntq Roro

Joe Kirk (Director-ot-lorgc), Sonto Morio

Direclors, Newly Elected

Eugene Bell, Clovis Lumber Compony, Clovir

Rod Bronson, /r{elrore Lumber & Supply Co., Ooklond

Bob Butchcr, Son Lorenzo Lumbcr Co., Sonlq Cruz

Froncis Christionren, Modcsto Lumber Co., Modecto

C. F. Goodwin, George C. Jocobs Co., Eureko

Normon Giresboch, tompc Lumber Co., Tulore

Bill Hording, The Pocific Coorf, Son Froncisco

Eorl Ruth, Porlier Lumber Co., Inc., Porlier

Tom Yoncey, Yoncey Lumber Co., Newmcn iliddle: Clork ond Mrs, Brcdford olso enioying the fertiviti*. Right: Thi3 thre€sorna of rnow bulnicr including Union lumbe/s, Bovord Shiblcy cnd Pottcr ttsfflar dnd Mike Simpson, Friend & Terry Lumbir Co. portokc of thc Areot outdoorr ot convention "Snofori" ot Eodgcr Poss, lhc hit of tftc convonlion, lliddlc, lefi: Union Lumbe/r veep ond gcncrol rolesmonoger Sherm Bidrop, lro Hoilon, lresrurer of LMA ond Joe Kirk, Kirk Lumbcr & Bldg. lloreriols, director ol lcrgc for lMA, Next: Wholarole Building Suppl/r Jock Volker. Cenler: Prcxy Rou, Dotty Ducrt, Mrs. Rqu cnd Arroyo Gronde deoler Herb llccoslin. Ncxt: BilD chief, Bill Griave. Right: Centrol Lumber's Jirn Ro:s tokes "ftvc" lo gcl his likeners ccptured, Botlom, lcft: Mrs. ond Rors Fo:ler, King lumber Co., ond Fronk lsolc of Fiberboord. Ncxt: K-Y Lurnbs/r Chorlie Dort ond ihc migus. Nexr: Bob Reid, Modesto Lunrbe/r Frqncir Chrirtionrgn ond Arlic Ghcrlcr. Righf: Jim Duort ond lohoe Decler Chorlie Cross in vory prctly rurroundingr.

Uppcr, lcfi: Allrc. Hood, formcr Americon LumSermon cditor and mottor merchandiser Art Hood and l/lr. ond iilrs. Hcrry Swift ot LllA Yosamite Convcntion.

Thonks Are Owing to the Following Firms Who, Through Their Generous Contributions, Served oe Hosls ot fhe Cockrcil Porty Enioyed by Members qnd Guests ql the 22nd Annuol Gonvention, Ahwohnee Hotel, Yosemile, Lumber Mqnufqcturers Associotion of Northern Californio.

Allied Building Credits

Amcricqn Distributing Compony

Americon Sisolkroft Corporotion

Arcolo Rcdwood Compony

Armstrong Cork Compony

J. H, Boxlcr & Co.

Eestwoll Certoin-leed Soles Corporolion

Blua Diomond Compony

Bonnington Lumber Compony

Building Moteriol Dislributors, Inc.

Colovaror Camenl Compony

Cqlifornio Redwood Associotion

Colifornio Wesfern Stoter Lif-

-lnruronce Compony Celolex Corporotion

The Robert Dollor Compony

R. H. Emmerson & Son

Arcoto, Colifornio

Evons Horbor Products Co.

Fibreboard Poper Producis Corporotion

French & St. Cloir (lnsuronce Brokcrs)

Gorahimc Corporolion

Grcrgio-Pocific Corp.

Hobbs Woll Lumber Co.

Johns-Monvilla Solcr Corporotion

Koiser Aluminum Building Products lomon Lumber Compony

A{osonite Corporotion

Notionol Associotas, lnc, (Pension Consuhonts)

Pocific Cement & Aggrcgotes, lnc.

The Pocific Lumber Compony

Poromino Lumber Compony

Permonente Cemcnl Compony

Pickering Lumber Corp.

Plywoll Products Compony, Inc.

Red Codor Shinglc Bureou

Reid ond Wright Inc.

United Stqtes Gyprum Co.

Wendling-Nothon Compony

West Coosl Lumberren'r Associolion

Weslern Pine Associotion

Wcslern Pine Supply Co.

Wcyerhoeuser Compony

Wholcsole Building Supply, lnc.

Rockport Rcdwood Co.

Schlogc Lock Compony

Simpson Timber Co.

Torter, Webrlcr & Johnron, Inc.

U.S. Wholerole Supply Co.

Union lumber Compony

S4SEE & PATTERI{S

Noiionql, Forest Products Week

(Continued" from Page 7)

NIr. Essley then had this interesting suggestion which, while it could not be put into effect this year, he thought should be given thoughtful consideration for 1963: that the annual meeting and trade show of the Lumber Association of Southern California be arranged to coincide with National Forest Products Week. The trade show could then by united effort be built into a really big promotion, and the public would be invited to attend, thus bringing the publicity of forest product's directly to the public. Though such a program would require a great deal of coordination and effort, its success in bringing the industry promotion before the public-thus far not too successful-should be great. Wayne Mullin was appointed to investigate the possibility of coordinating this program for '63 with the Lumber Association.

It was voted that Stella Roach of the Furniture Mart, who in the past ye,ars has handled publicity on a volrlntary basis, be this year engaged as Publicity Director at a fee of $100 per month.

It rvas also recommended that emphasis be given to the big luncheon of the week, witl.r special effort given to bringing in more people outside the fielcl. As someone observed, "Lumbermen are already sold on lumber, what rve need to clo is influence more businessmen outside our own ranks." The lut.rcheon date is set for \Ateclnesday, October 24. at the Chamber of Commerce Building.

It is also hoped that, through the establishment o{ a Speakers' Bureau, more speakers can be placed before various service clubs during the week. One of last year's outstanding a'ctivities in this regard was the appearance before Los Angeles Rotary Club of S. W. "Tony" Antoville, Chairman of the Roard, U. S. Plywood.

Those in attendance at the meeting included Harvey Koll, Fred Comstock, \\rayne Gardner, Elrner Osterman, .Ianres Mace. Dick Barton, Leonard Crofoot, Guy Barnette, George Scrim and Don Dick.

As it was also decided that this year's efforts would closely follow the suggested program of Hoo-Hoo, we are publishing in full the report of the Hoo-Hoo Committee which met March 14 in Washington, D. C., to consider ways and means for wood promotion.

Plqnning for fhe 1962 NFPW

The first o'bservance Forest Produqtrs Week in ter of record. Hoo-Ifoo of National 1960 is a matis recognized as the sponsor of NFPW. The success of the first observance must be credited to the cooperation of industry associations, business organizations and individuals. The Hoo-Hoo organization, primarily through the appointed State Chairman and its ,clubs u'ere responsible for carrying out the program on the local level.

The second observance in 1961 benefited by the experience gained the previous year and its success was heralded by the industry and by all participants. The reports from all areas bear witness to lts success.

The o,fficial date for the third observance is October 21-27. The joint resolution passed by the 86th Congress in June, 1960 sets the date and provides also for annual observance. 'fhis resolution reads as follows:

RESOi-VED BY THE SENATE AND HOUSE OF REPRESENTATIVES OF THE UNITED STATES OF ANI]'RICA IN CONGRESS ASSEN,IBI-ED,

That the seven-day period beginning on the third Sunday of October'in eac[ year is hereby designa"ted as National Forest Product lVeek, and the President is requested to issue annually a proclamation calling upon the people of the llnited States to observe such week with appropriate ceremonies and actlvrtles.

The above Itesolution answers the cttrestions regarding the date lor 1962 NFP\AT.

'Io repeat, it reads : "The seven-day periocl beginning on the third Sunday of October. This establishes the date : October 21-27 for 1962.

The Planning Conference

In anticipation of the 1962 observance, a Nati,onal Forest Products Week planning conference was held in Washington, D. C., Nlarch 14, 1962, attended bv the Policv Committees of Hoo-Hoo and Industry Associations.

The following were present:

For Hoo-lIoo-Chairman Harvey Koll (Snark), and Secretary Ben F. Springer, I\fartin Wiegand (PastSnark) also representing National American Wholesale Lumber Assn.

For National Re'tail Lumber Dealers Assn.-Robert E. Paine.

For National Wood Council-Bernard C. Hartung, Secretary.

For National Lumber Manufacturers Assn.-Robert Avery, H. P. Anderson, A. \4. Hattal, Richard Jordan.

For American Forest Products Industries, Inc.-Ben C. Rhodes.

The rneeting was conducted by Ben Rhodes, AFPI, Director of Public Information, and lf oo-Hoo Secretary Ben Springer.

After reviewing past performances the opinion prevailed that the 1962 observance should follow the established program. Hoo-Hoo is to continue rvorking on the local level, that is through its clubs and is to be supported by the various associations making available the necessary material. The need for effective publicity and. originality was recognized, and brought out a number of suggestions which are here reported. They are submitted for consideration of all interested industry groups with the suggestion that they may be adopted where feasible and desirable in any specific area.

1. General acceptance in all areas and on all levels of a Lumber Jack type of uniform, "Check Shirt-Blue Jeans" to be worn through out the rveek, to focus the attention of the public on the observance of THE WEEK. The idea was submitted that all merchants dealing in mraterial of this kind be alerted and be asked to join to make available in all areas.

2. All companies are to be encouraged to mark all shipments, rail and truck, with banners during the week. Recommended, too, that where possible, buyers and shippers collaborate to make complete train loads of shipments marked with banners for NFPW. The following suggestions covered advertising details :

1. Develop stickers or stamps for use on stationery or envelopes. In lieu, thereof, however, again make available the rubber stamp, used in previous years.

2. Bumper strips, as n'ell as, r-indorv strips, rvith appropriate slogans.

3. Attempt to get an issue of a commernorative stamp.

4. Develop art for a postage meter slug. (I,Ir. Rhodes was named a committee o{ one to investigate this.)

There is to be no restriction on the slogan. Here are a few suggestions. C)ther suggestions are welcome.

Lumber Your Best Buy

There's Nothing in the World Like Wood I Make My Living from the Forest Live-Work-Build Better with Wood

5. Cooperative advertising-Locally lurnber dealers should be asked to develop cooperative newspaper advertising, and also running individual ads, to tie in with NFPrfir. All regular and steady advertisers should run special copy in trheir regular ads on NFPW. Special local committees may well work on these cooperative plans and togetl-rer rvith the regular advertisers talk to the papers for presenting editorial rnaterial.

6. 'lhe group requested R. E. Paine, NRI-DA. and Ben Rhodes of AFPI togetl.rer with I-oren Dorman of NLMA, to constitute an informal study group to explore the practicabality of a custorn tabloid advertising insert in claily 11e\4/Spapers.

(Continued. on Page 76)