Sales Promotion Within The Local Group

By W. V. Wheatly Secrretary, Building Service Bureau of Imperial Vdley.

'We are reading a great deal these ,days about mergers, consolidations, reorganizations, associations, cooperation and service. There is a need for these things today. We are taking up the slack in our ind'ividual businesses and in whole industries. Merchants are accepting the proposition that "business is a problem of profit," and they are learning that profits from now on are to be made largely in savings in operation-by cutting out the waste-and by increasing volume, not by raising prices. A general lowering of commodity prices is to be expected. The tendency is downward today.

We used to think that business was a battle. Today we are realizing that "business is a cooperative service to society." The value and purpose of association work is being impressed upon u's very forcefully these days. We are Iearning that when the members.of an industry bind themselves together into a body for the purpose of working out their problems, and the problems of their customers, in a cooperative way, that the organization not only benefits its members, but the entire community of which it is a part.

In times past lumber associations were formed pretty much for one purpose-to boost prices. The motive was entirely selfish and the organizations were of n'o lasting benefit. We have learned that something more than price regulation is necessary to the success of an organization. A local association should be more than a "balance wheel." We need ethics in this industry, and we need education. We need cooperative promotional work, and we need to give considerable thought to the requirements and tastes of our customers. Lumber and building rnaterial merchants have been slow to realize the rapidly changing conditions in retailing. We still find "lumber dealers" placidly content to sit in their offices waiting for some,one to bring in a bill to be figured. They have failed to notice the upand-coming building material merchant actively promoting business direct with the consumer that ceases to be highly competitive. The warehouseman, calling himself a lumberman, is still with us, but his complaints about "rotten business" are being silenced by the building material merchant who is reaching out for business in a modertr, "p- pealing way-and getting it.

The Building Service Bureau, an association of the Lumber and Building material merchants of Imperial Valley, California, has recently been formed for the purpose of carrying out many of the modern ideas possible in local association work. We have codified those policies of standard trade practices which we believe to be fundamental to the success of this association and its members, and through an adherence to these policies we believe that there will be built up a better understanding between the members. We believe that there will be a greater desire for aooperation among the members and that we will be delivering a worth-while service to our customers and to our community, and that in the end we will have made considerable progress toward the solution of our own individual business problem-the problem of PROFIT.

In addition to our codified policies of standard trade practices, thi's association has developed nine fundamental purposes for which it has set out to work. These objects ind the manner in which we expect to accomplish them may be of general interest.

First: To assist the prospective home owner or builder in planning and financing the new home or other structure.

This is the basis of all the other plans and is the keynote of our sales promotional work. We appreciate the fact that today we are appealing direct to the customer, and in so doing we have to deliver something by way of service. We must be READY TO SERVE. We expect to render this assistance in planning and financing in many ways. First, through direct contact of the merchants with the prospect. Second, through direct contact of the secretary of the Building Service Bureau with the prospect. Third, through direct contact of the contractor with the prospect. Fourth, through newspaper articles and display advertising in our local papers. Fifth, through contact of this Bureau with the Women's Clubs and local groups of the Home Department of the Farm Bureau. We are doing some cooperative advertising of a seasonal nature and are developing prospects in this way. Right now we are offering free plans through the Bureau for summer cottages. We have everything ready and will shortly start a weekly "building page" in one of the Valley papers. The Bureau will be responsible for the articles, plans, Building statistics, question box and other columns. We will have one third ol the page on which to tell our story. T.wo thirds of the page will be filled with display advertising, and a Building Trades D'irectory which the newspaper will look after. The Bureau will have a cooperative display advertisement in this space each week.

We found this newspaper not only willing but anxious to cooperate with us on this weekly building page, and no doubt any paper that does not have a weekly building page would be willing to work with a group of lumber merchants in getting one going. The newspaper is not in a position to get up the articles that should appear on this pag9, fo1 they should be authoritative, interesting and educational, and all keyed to the thought of promoting the homeowning idea. Considerable thought should be given to the weekly plan that is published. There should be considerable vaiiety in these plans so that all classes of people are reached and in the farming sections there should for barns, chicken houses, gates, feeders, this Building page will be of great value operative sales promotion work. be sh,own plans etc. We feel that to us in our co-

Second: To assist the reliable building trades contrac. tor in every way, bringing them in contact with prospective builders, and helping them to conduct their business along sound, constructive lines.

We feel that there is a great deal to be done with and for the local building contractors. They need, and r.eceive continually, the _support of the lumber and building material merchants. We believe that we can do much tJward bettering their working c operate, and with this i conditions by assisting them to cooperate, idea in mind we intend to have reg- ular meetinss of our association to which rwe will in-ite tlie ular meetings of our association to which we will invite tlie contractors and have good speakers addres,s the group on subjects pertaining to building, and discuss oui mutual problems.

Third: To rvork for the adoption of a uniform building code in the cities of Imperial Valley.

We have already made considerable headway toward the adoption 9f_ th9 Code in one city and the Bureau is working closely with _the l.ocal planning and zoning commission ii this city. We have furnished the newspaper with article,s bearing on the advisability of adopting ini Coae and have boosted-the.planning commission, whiCh is just being formed, by furnishing educational articles on the value-of citv planning and zoning.

Fourth: To encourage the building of a more modern type of dwelling in the city and on the farm.

We intend to use ev€ry means at our command to bring about this obiect-articles on the building page, person.'i contact of dealers, the secretary of the Buieau, "rrd .on- tractors with owners and through work with the Woman's Clubs and Home Department of the Farm Bureau.

Fifth: To promote a better understanding of the uses of the various grades and kinds of lumber and all other building materials.

In other words we believe that it will be good business to take some of the mystery out of lumber and building material buying and get the people m,ore "lumber mindedt or "building minded." We feel that if we can show people how to use lumber, and what they can do with it, and make out of it, that they will just naturally buy it. We are going to start an educational experiment this summer by offering a free plan service for BOATS of various sizes, thr.ough the Bureau. There are many men who, we think, will be glad !o be busy these summer evenings either singly or in grouls in building skiffs or larger boats that may bi placed on the Salton Sea or on the nearby lakes.

Sixth: To bring about a greater desire for home owning:, realizing that the prosperity of Imperial Valley depends upon individual ownership and pr.ide of possession, not upon renting either a place in which to live or a place to work.

This, we believe, can be done by consistently telling the story to the people in the right way. By never overlooking a chance to promote the home-owning idea by word-ofmouth, newspaper articles and advertising, and by working rvith every agency that provides a means to contact pe'ople. For this home-owning idea is inborn and only nelds to be developed.

Seventh: To make known the new ideas in home modernizing to the end that Imperial Valley homes be made more comfortable and more livable, and the dwellers more contented and more permanent residents.

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