Throwback Thursday: Payless Cashways on the Air
The Dec. 12, 2018 issue of National Home Center News, the forerunner of HBSDealer, featured a special report on Payless Cashways, including a detailed look at its marketing program. At the time, a big story was the introduction of a series of television commercials to bolster the company's reputation for service, quality and breadth in merchandise.
Here's how the article described the 30-second TV spots: "Like other institutional TV commercials aired throughout the industry, the spots deliver their messages by portraying the do-it-yourselfer in caricature. More importantly, however, the commercials emphasize project-mindedness among customers and thereby complement a chain policy of remaining dominant on products known as 'project starters.'"
Here's an example:
"You wouldn't have a wrought-iron porch rail?"
"Yes."
"Skylights?"
"Oh, yes."
"Lap siding?"
"Several styles."
At Payless Cashways, you'll find everything you need to do just about any home project, from lumber to lighting, hardware to helpful advice, quality brand names you can depend on and the selection to please the most particular taste.
Payless Cashways! No matter what the project, you and those who depend on you will be glad you started with us.
Payless Cashways Building Materials! "Don't Do it yourself, without us."
"Don't Do It Yourself Without Us. ..." Payless Cashways.
In 1983, Dale Pond was Vice President of Marketing for Payless Cashways. At the time, the company was drawing up plants to enter 1984 with an in-house marketing research department to provide individual store managers with up-to-date profiles of customers and competitors in their markets.
"Basically, it will get more information out quicker to more people -- and that means the field," he said.
Pond's would later become a senior marketing executive at Lowe's, until he retired in 2005.
HBSDealer’s Throwback Thursday is sponsored by Schaffer Associates, a national management consulting firm specializing in executive search and organizational strategies for the hardware, home improvement, building materials, and consumer products industries. As the premier management consulting firm serving the industry, we help build organizations and leadership teams that foster corporate growth and success well into the future. Contact us at SchafferAssociates.com.
Here's how the article described the 30-second TV spots: "Like other institutional TV commercials aired throughout the industry, the spots deliver their messages by portraying the do-it-yourselfer in caricature. More importantly, however, the commercials emphasize project-mindedness among customers and thereby complement a chain policy of remaining dominant on products known as 'project starters.'"
Here's an example:
"You wouldn't have a wrought-iron porch rail?"
"Yes."
"Skylights?"
"Oh, yes."
"Lap siding?"
"Several styles."
At Payless Cashways, you'll find everything you need to do just about any home project, from lumber to lighting, hardware to helpful advice, quality brand names you can depend on and the selection to please the most particular taste.
Payless Cashways! No matter what the project, you and those who depend on you will be glad you started with us.
Payless Cashways Building Materials! "Don't Do it yourself, without us."
"Don't Do It Yourself Without Us. ..." Payless Cashways.
In 1983, Dale Pond was Vice President of Marketing for Payless Cashways. At the time, the company was drawing up plants to enter 1984 with an in-house marketing research department to provide individual store managers with up-to-date profiles of customers and competitors in their markets.
"Basically, it will get more information out quicker to more people -- and that means the field," he said.
Pond's would later become a senior marketing executive at Lowe's, until he retired in 2005.
HBSDealer’s Throwback Thursday is sponsored by Schaffer Associates, a national management consulting firm specializing in executive search and organizational strategies for the hardware, home improvement, building materials, and consumer products industries. As the premier management consulting firm serving the industry, we help build organizations and leadership teams that foster corporate growth and success well into the future. Contact us at SchafferAssociates.com.