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D -l-Y product case history
I N contrast to the bad old days I when a manufacturer was as likely as not to unceremoniously dump a new product on the market, today's world requires sophisticated support from the manufacturer to the dealer to make a real sales showing for a new product.
When recently introducing a new series of hardboard panels, Masonite Corp. mapped out an extensive support program for its wholesale and retail dealers.
Making available everything from ad mats for local advertising to how-topanel-a-room films for dealer clinics, the company wanted to do all it could to assist its dealers in displaying, promoting and selling the latest in prefinished paneling.
Such was the case with the debut of Pecky Cypress Design paneling, a four color series of 4' x 8' panels aimed at the large middle-income market. The panels feature the rich and random surface appearance of pecky cypress wood, including the deep textured
"character marks" which give each wall a weathered, distinctive look and feel.
Story at a Glance
A case history of how one manufacturer made a success of introducing a new do-ityourselfer product. .based on dealer feedback, the program included advertising, merchandising, sales clinics, brochures, co-op ad allowances, in-store film, banners and a number of other items.
The support program, according to T. J. Jordan, v.p.-marketing services, hardboard div., was put together with the help of feedback from dealers. The key elements in the merchandising package are those things the dealers said they wanted and needed.
For example, Jordan pointed out, dealers have requested a good, do-it- yourself type film on paneling for in-store use. Such a film was in turn developed by the company.
Along with the film, they supplied a brochure that explains to the dealer how to conduct a consumer paneling clinic. In-store kits and advertising materials necessary to promote the clinic also are made available to the dealer. In addition, a generous advertising allowance is provided for each clinic conducted.
More than that, a retail sales training program for the dealer's own sales personnel is offered. This includes instructional films, training brochures and sales literature.
Other elements of the merchandising support program for dealer use include: o { generous co-op advertising 'program and display panel credit for participating dealers.
. Giant 3' x 5' store banners and three different 18" x 24" posters showing the panels in room settings.
. A wide selection of brochures, envelope stuffers, product samples and p.o.p. (point of purchase) display materials.
. Ad mats and radio commercials.
Supporting the massive localized merchandising support program is an ongoing national advertising campaign in major magazines and a comprehensive public relations program that provides Masonite Corp. exposure in all consumer media.
On local radio commercialq Masonite used dealer tag lines to help generate store traffic for the retailers. These spots stressed weekend projects at home, pointing out how easy a paneling job can be.
In addition to allowances to dealers for continuing co-op advertising, they offered to pay 5O% of the cost of the initial Pecky Cypress Design ad-no matter how big.
And, if results in Greensboro, N.C., are any sort of indicator, the company is on the right track.
Sales of the paneling have increased nearly 5O% since the new series was introduced.
INTR0DUCING its new line of interior wall panels recently, Masonite supported local retailers, wholesalers with aggressive merchandising program. Room sets such as this were used to build up interest in the new hardboard paneling.
