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W, Outlook YOU AND YOUR DEALERS TIED INTO A NATIONAL PROMOTION................................................. 9 In 1982, you're going to have the most cohesive, the most comprehensive, the most complete selling program ever! Introducing NAPA's Spring and Fall Car Care Days, two of the most beautifully designed and coordinated major sales events that have ever been put together! P. 7 TWO GROWING BUSINESS SEGMENTS: IMPORTS AND THE FARM MARKET.........................14 Both the farm market and imports continue to represent areas of great potential growth for many NAPA Jobbers. So in 1982, NAPA will provide you with the tools you'll need to successfully capture the business you want! P.9 NEW FLEET/INDUSTRIAL DOOR OPENER PROGRAM .........................................15 For 1982, NAPA will help you reach those prospective fleet and/or in dustrial customers with an effective new way of breaking the ice with the key accounts in your area. Find out how this new program will work . P. 15 SELL YOUR DEALERS ACAPULCO, DISNEYWORLD, LAS VEGAS AND HAWAII!...........................................19 With NAPA's incredible new sales incentive program, you'll have everything it takes to wrap up the dealer business in your area . . . with both you and your dealers traveling in first class NAPA style! P. 19 NAPA's 1982 (inter)NATIONAL BUSINESS CONFERENCE...........................................25 Here's an opportunity to learn all about the aftermarket's newest innova tions and business strategies while experiencing the `City of the 80's" -- fascinating Toronto, Ontario! P. 25 NAPA OUTLOOK VOL. 14 NO. 6 Chris McLean, Editor & Director of Communications Published periodically in the interest of NAPA Jobbers, Distribution Centers and Manufac turers across the nation. When notifying us on a change of address, please mention NAPA OUTLOOK and give us the old address along with the new address and zip code. Litho in U.S.A. NAPA HEADQUARTERS Suite 1129, Parklane Towers West, Dearborn, Michigan 48126 2 Another fine NAPA Jobber service; Now, you and your mechanics can get Echlin's hands-on, factory school training in the latest tune-up and trouble shooting techniques--without taking time off the job! Your NAPA Jobber arranges for the school to come to you. Echlin's pro instructor and his training van bring in tools, manuals and equipment...including a working CM 6-cyl. engine plus simulators to set up most any problem you'll face on any car. Two 3 hour evening sessions are held. One covers electronic ignition systems; the other, fuel and emission systems. Classes are limited to 16, so training is thorough. Great for Nl ASE. Best of all, you'll come away with up-to-date skills that move work out faster--and make you feel really proud! ECHLIN'S HANDSON TRAINING makes every point crystal clear and easily remem bered. FREE...each partici pant gets the latest Electronic Ignition service manual, an Emission Systems folder, wall charts, technical bulletins and a Course Com pletion Certificate. SIGN UP NOW. See your NAPA Jobber for details and dates* mmm. CEHuni Electrical/Fuel/Emission Systems Parts THE ECHLIN MANUFACTURING COMPANY Brantord, CT Independence, KS Canada England W. Germany South Africa Mexico Venezuela Brazil ja LET'S "GO THE NAPA WAY" TOGETHER AN OPEN LETTER TO NAPA JOBBERS FROM BOB McKENNA, NAPA VICE PRESIDENT AND GENERAL MANAGER. Once you've had the opportunity to see the NAPA programs and pro motions for 1982, I think you'll understand why we selected our 1982 marketing theme -- "Go the NAPA Way." "Go the NAPA Way" means just that. The 1982 marketing program has been developed with the NAPA Jobber in mind, so that you can go forward in traditional NAPA style with a strong, cohesiye sales pro gram. NAPA is the only parts distri bution system with the experience, knowledge and understanding of your business to offer you the most innovative, comprehensive and sound business strategies and programs for 1982. NAPA has not become the lead er by running with the latest fads or marketing trends. Such "flash in the pan" attitudes won't keep you in business for long. We know that the only way for NAPA to be suc cessful is for you to be successful. Our philosophy will always be to develop meaningful and sound programs that work for you and your business. But this is only part of what "Go the NAPA Way" is all about. The most important part of pro ducing successful programs for the NAPA Jobber is to listen to your concerns and needs. After all, if we're trying to assist you with your business, we have to know your concerns and needs. We be lieve that the "Go the NAPA Way" program brings together answers to the needs of NAPA Jobbers from across the country. Offering service, quality and availability will always remain the most important factors in getting and keeping customers, but NAPA Jobbers told us there was a need for an added incentive to appeal to the traditional customer. They said they needed a program to keep good customers excited about do ing business with them and some thing to attract new customers in this day of stiff competition for their business. After looking at all the options, your 1982 NAPA Sales Incentive program was produced to meet these needs. It gives you a way to generate excitement with your traditional customers, offering a real incentive for doing business with you. The Spring and Fall Car Care Days promotions were developed the same way. NAPA Jobbers sought a way to strengthen the relationship between themselves and their dealer customers; a pro gram that could realize added business for you and your tradi tional customers. After all, that's the bottom line of selling a promo tion to your dealer customers; there has to be something in it for them. So the NAPA Spring and Fall Car Care Days promotions were pro duced, giving you a means to give your dealers the chance to tie into a nationally recognized promotion. It's a promotion that will not just increase your business, but theirs. They have a stake in the program; the more successful it is, the more successful your customers are. Other NAPA Jobbers expressed a desire to increase their retail trade. So NAPA produced logical offshoots of the NAPA Spring and Fall Car Care Days promotions to enable those jobbers to go after additional retail business -- cir culars and ad slicks for local pro motion, backed by national adver tising on network television and in consumer magazines. The Spring and Fall Car Care Days can easily be converted into a strong retail sales program if you so desire. We are in business for one rea son -- to serve you. We try to listen to your needs and react according ly. We feel that the 1982 marketing program, "Go the NAPA Way," is the best we have ever had. We hope you will agree. All of NAPA is working hard to make 1982 the best sales year in our history. Obviously, the key ele ment of it all is you, the NAPA Job ber. We stand ready to help in any way possible. Here's to our mutual success. Let's "Go the NAPA Way" together in 1982. Robert E. McKenna Vice President and General Manager 5 'J "V' MflFf]. i'*.*_\,'!,, M^'.{'.'s!lISjT---- ,' j^., , 1 , i" w aati^Magaafe^f An aggressive marketing, program is ready to help you promote NAPA Engine Bearings, with plenty of merchandising assistance. No matter whether it's the man off the street who heeds bearings for his car or customers with specialized needs--engines that puli' sixteen wheelers, stationary engines or agricultural engines--you've got the market. covered... automotive, agricultural, industrial, construction and heavy duty. For engine bearing coverage, look to NAPA Engine Bearings. When the name is NAPA, the standard is quality, lfrvflV;S3SB ifeSl* 41 v' pf 8 omNapawav The marketplace: Understanding it, predicting its needs and plan ning to meet those needs are the biggest challenges that all of us face today. Our success is based on our ability to forecast, months in ad vance, the needs and demands of the marketplace. And then, we must plan to meet those needs. Some of this forecasting is easy. We know from the types and num bers of cars and trucks on the roads, and how many miles they're being driven and under what condi tions, what the demand for repair and replacement parts is likely to be. And we know roughly when that demand will have to be met. That part is easy. But where the customer will decide to buy his parts, and why, requires more than statistical data and more than experience, be cause our marketplace Is changing ... and customers face an increas ing number of choices. Understanding what motivates a customer to buy from a particular source is the first step in creating an environment for him to buy from you. So let's take a look at today's customer. What do today's custo mers have in common? Aside from the fact that they're all potential customers of yours, they share a mutual goal... they all want to get the most for their money. And face it, in today's economy they have to. They want the greatest quality for the least amount of money. And to them, "quality" means more than the best product or part. It means service; it means confi dence that they're dealing with knowledgeable professionals. Granted, this probably isn't tell ing you anything you don't already know. Most of your customers al ready know about the wide range of services you offer, as well as the professionalism of your people and NAPA quality parts. After all, that's what NAPA's national adver tising has been aimed at over the past several years ... establishing an NAPA image. It served a func tion that needed to be done, and now we believe that it has been done . . . and done well. But now it's time for the next step... adver tising, programs and promotions to build on the image that has been created. In 1982, NAPA will be concen trating its promotional and adver tising efforts to help you achieve three goals: 1. Strengthen the bond between you and your traditional dealer customers. 2. Build your cash business at the retail level. 3. Increase your opportunities for expanding business at the farm, fleet/industrial and imports levels. To accomplish this, NAPA has put together the most comprehen sive and thorough promotional package ever offered. Sales pro grams, special events and new ap proaches to put you in a more com petitive position, covering all your customers' needs while drawing your dealers closer to you than they've ever been. So read on and find out what all is in store for you in 1982, when you "Go the NAPA Way"! 7 NAPA SPRING-FALL CAR CARE DAYS In 1982, you're going to have the most cohesive . . . the most comprehensive ... the most complete selling program ever! Introducing NAPA's Spring Car Care Days and Fall Car Care Days, two of the most beautifully de signed and coordinated major sales events that have ever been put together. And they're yours -- not only to tie your dealer customers closer to you, but to build seasonal retail traffic in your store as well. The NAPA Spring Car Care Days (March 15 - May 9, 1982) and Fall Car Care Days (September 13 -- November 7, 1982) have been spe cifically designed to enable your dealers to tie into a national pro motion. These two sales events have been coordinated so that each element is mutually support ive of the others, so that you can look forward to one of the strong est, most profitable years ever! Here's how it will happen .. . NATIONAL ADVERTISING: PROVIDING THE CALL TO ACTION! In 1982, your NAPA national advertising will be working directly for you and your dealers, both on network television and in print. Television: For both the Spring and Fall Car Care Days promo tions, commercials airing on na tional network television will first remind motorists of what they've put their cars through during the past season and then tell them that now is the time to take care of and prepare their cars for the sea son ahead by looking for the NAPA Spring Car Care Days or Fall Car Care Days banner at participating NAPA Jobbers and Dealers. To intensify the advertising im pact during these two major pro motional events, these television commercials will run for eight weeks in the Spring (mid-March through early May) and eight weeks in the Fall (from mid- 8 Network TV commercials tor 1982 remind customers -- in no uncertain terms -- of what they put their cars through. NAPA spokesperson Joe Campanella then pro vides a solution by directing customers to your store and to participating dealers during NAPA Spring and Fall Car Care Days. September through early Novem zines in January, February and ber). They will air on a mix of March, just prior to the start of the sports, news and prime time promotion: MOTOR, MOTOR AGE, shows. MOTOR SERVICE, SERVICE STA Dealer Magazines: To help pre-sell TION MANAGEMENT and SUPER both the Spring and Fall Car Care SERVICE STATION. These same Days promotions, dealer print ads magazines will be used for the Fall featuring Joe Campanella will ex Car Care Days dealer ads, which plain a little about NAPA's Car will appear in July, August and Care Days and encourage dealers September -- again, right before to contact their NAPA Jobber for the start of the Fall promotion to details. The Spring Car Care Days help pre-sell your dealer custo dealer ads will run in these maga mers. .jnidWL * < - v vsissr-v Fully coordinated P.O.P. materials link the national promotion with you and your dealer customers. s|Siagals!: Two different P.O.P. packages will be available for your dealers -- one for the Spring promotion and one for the Fall. Other than the Spring or Fall identification on them, both packages contain the same items: 2 outdoor banners (21" x 48"); 2 indoor banners (21" x56"); 2 posters (21" x 56"); 2 pennant strings (30' each); and 2 ropes for the outdoor banners. It's suggested that you offer these kits to your dealers one of the follow ing two ways: 1. Give the kit to the dealer who purchases $x worth of the special promotion merchandise. 2. Sell the kit at a reduced price based on the dealer's purchases from you. So you can either sell these kits to your dealers or give them away when they place an order with you. It's entirely up to you! Using a striking double image technique, your '82 dealer ads will encourage station and garage owners to put up NAPA P. O.P. banners and to get with the biggest promotion ever to hit the aftermarket. Your P.O.P. kit contains basic ally the same items that are in the dealer package, but modified for Consumer Magazines: Con more promotion-minded all the store applications: 1 outdoor ban sumer print ads will again remind time, in the past it hasn't been ner (21" x 48"); 2 indoor banners motorists that now is the time to easy for them to tap into any kind (21" x 56"); 2 posters (24" x 42"); take care of their cars by looking of effective promotion, let alone 4 hanging signs with string (21" x for the Spring or Fall Car Care one that's both national and local 14"). In addition, your kit includes Days banner at participating NAPA in scope. That's why they're going twenty shelf talkers (5" x 7"). Jobbers and Dealers. These con to love this complete P.O.P. Here's a complete P.O.P. sumer magazine ads will run in package that identifies both you package that not only ties you and some proven winners for NAPA: and your dealers with these na your dealers together, but ties both CAR & DRIVER, ROAD & TRACK, tional promotions. (continued on page 10) MOTOR TREND and POPULAR MECHANICS. And a new magazine has been added to the line-up for 1982 -- FIELD AND STREAM. To gether, these ads will leave over 25 million impressions. They'll appear just before each Car Care Days selling event and will run through the sales period as well, reinforc ing the same message consumers will be receiving via NAPA's na tional network television commer cials airing during these periods. And by again featuring Joe Cam- panella in these consumer print ads, all of the advertising for the Spring and Fall Car Care Days pro motions will be tied together in the public's mind, providing a consis tent image. POINT-OF-PURCHASE: TO TIE YOUR DEALERS AND YOUR STORE TOGETHER IN A MAJOR NATIONAL PROMOTION! Although dealers are becoming Motorists will be graphically reminded to take care of their cars with quality NAPA parts -- and considering that NAPA will be delivering a total of 25 million impres sions, a lot of customers will be getting the message. 9 tising efforts, materials using the Spring and Fall Car Care Days identification have been developed to enable you to easily use local television, newspaper, radio and outdoor advertising. These materials have been designed so you can advertise "price" promo tions at the local level and look like the national campaign. Added together, the impact from network and the impact from your local advertising makes for a pretty im pressive advertising campaign to reach potential and current customers. When planning your local pro motions, don't forget that you can easily tie your dealers into your advertising. It would be a good idea to include them in your newspaper ads and on your radio and television spots. Although there may be fewer dealers today The most Important element In your new promotional thrust is your fully coor dinated P.O.P. kit. It contains everything you need to let customers know "that this is the place for top quality NAPA parts." in your trading area than in the past, the ones that have made it through the last couple of years of you into a major national promo a local advertising to take advan are stronger than ever. They're bet tion at two different times during tage of it! ter businessmen and more sophis the year! It's recommended that you ticated. Including them in your DEALER SALES BOOK: DEALER SAVINGS THEY CAN PASS ALONG TO THEIR CUSTOMERS! Dealer sales books will be an im portant part of both the Spring and Fall Car Care Days promotions. choose up to 4 weeks during each of these promotions during which time you should offer special prices and use local advertising to increase the consumer's interest. To assist you with your local adver local advertising may be just the kind of feature you need to sew up their business. Here are the items you'll have available to coordinate your local Spring and Fall Car Care Days pro- These books will be loaded with price and percentage-off promo tions so your dealers can buy from you at a dramatic savings and then pass those savings on to their customers during NAPA'S Spring and Fall Car Care Days. As these books are part of the overall national promotion that the dealers are participating in, you're showing customers that you're not just trying to load them up with parts; you're going to help them move those parts, too! LOCAL PROMOTION: HOW TO TIE IT ALL TOGETHER IN YOUR AREA Both the Spring and Fall Car Care Days promotion periods are excellent times for you to run local promotions; consumers' aware ness of the NAPA events will be high, as the national Spring or Fall Car Care Days network television commercials and magazine ads will run during these times. So plan Dealer sales books enable your traditional customers to buy from you at a dramatic savings and then pass those savings on to their customers. 10 Featuring NAPA spokesperson Joe Campanella throughout the print and television ad campaign provides a con sistent Image in the public mind. motions with the national cam paigns ... Television: In the past, some NAPA Jobbers have felt "on their own" when it came to developing local television advertising that would tie into NAPA's network television commercials -- espec ially when competing with outlets whose advertising relies solely on "price." So for 1982, NAPA is mak ing available to you two local television spots -- one for the Spring promotion and one for the Fall -- to advertise your local pro duct and price specials during these special sales events. In these commercials, a 10-second lead-in features Joe Campanella with the Spring or Fall Car Care Days banner saying: "Now's the time to take care of your car -- dur ing NAPA Spring (Fall) Car Care Days. So look for these important signs of Spring (Fall). You'll find timely values like these . . .". The next 20 seconds are for product, price and your tag (including the names of your participating deal ers, if you so desire). For this pro duct/price portion of the commer cial, it's recommended that you use slides or simple studio shots of the featured products and prices. These local spots match NAPA's network commercials, lending continuity to the entire advertising atmosphere and ena bling you to easily make this a hard-hitting, personalized local program with a national flavor. Radio: This same continuity has been carried over into your Spring and Fall Car Care Days local radio spots. In addition to a 10-second spot, you'll have a 60-second radio commercial that includes a 30-second lead-in, with Joe Cam panella narrating a message that echoes NAPA's national television commercials. This lead-in is followed by 30 seconds for your local product and price specials. Both Spring and Fall Car Care Days ad slicks will be available for your local advertising efforts. Print: For your local print promo tional support, you'll have news paper ad slicks for both the Spring and Fall Car Care Days events. And for more retail-minded job bers, NAPA Spring and Fall Car Care Days circulars will be an im portant item for locdl promotional efforts. Whether you use these as newspaper inserts, a direct mail piece, a pick-up piece at the store or as handbills distributed door-todoor, these circulars are an out standing way to promote your pro duct specials to the retail con sumer during these two nation wide sales events. With these ad slicks and cir culars, you'll be in a position to generate a lot of selling excite ment and a lot of profit. After all, you'll be offering your customers exactly what they want -- season al values at a good price. Outdoor. To round out your local advertising opportunities, also available will be an outdoor bill board featuring the NAPA Spring or Fall Car Care Days banner with space for your store name and ad dress. YOUR SALES PROMOTION KIT: GET AQUAINTED WITH THE PROGRAM'S ELEMENTS To help you plan your individual local promotion to tie in with the national advertising, NAPA Job bers participating in the national advertising program will receive a promotion kit to familiarize them selves with each of the elements of these two major seasonal events. These kits -- one each for the Spring and Fall promotions -- will contain: NAPA's national advertising schedule A flyer listing the contents of the Spring/Fall Car Care Days sign kit Dealer sales book Circular program details and order form Newspaper ad slicks Order forms for -- --Dealer Spring/Fall Car Care Days sign kit --Spring or Fall Car Care Days local radio and television tapes --Spring/Fall Car Care Days out door billboards NAPA MANUFACTURERS' PRO GRAMS: DESIGNED TO SUPPORT YOUR NATIONAL AND LOCAL PROGRAMS To maintain the continuity of the Spring and Fall Car Care Days, your NAPA Manufacturers have designed their 1982 promotions to fit right into these two main selling events. They're gearing their special programs and point-ofpurchase materials to specifically tie in with these Spring and Fall sales periods. This way, you won't have to worry about juggling your own special promotions with those of your NAPA Manufacturers; they've been designed to supple ment each other. That's the real beauty of these 1982 sales events -- the ease and continuity are car ried throughout, so that you'll ac tually have fewer promotions to coordinate in 1982, but greater im pact and efficiency. And that means profit! START PLANNING NOW! With all of these materials com bined into one cohesive campaign, (continued on page 12) 11 (continued from page 11) you can make these two selling periods as big and as profitable as you want. After all, network adver tising will be spreading the word to consumers across the country. Magazine ads will be reinforcing the message, while dealer print ads will be pre-selling the promo tions to your traditional customers. In addition, the NAPA NEWS (available for your dealer customers) will help introduce these special events to the service repair trade. But you'll still have to do your part by planning an effective local promotion to tie in with your na tional coverage. Retail-minded job bers can work together using the circulars, newspaper ads, radio spots and local television commer cials. Strong traditional jobbers can join with their participating dealers to advertise together via effective use of the tag line on your radio and local televison spots as well as your local newspaper ads. There are hundreds of ways you can put together a creative promo tional package that's "customer-" tailored for the sales opportunities in your area. If you would like help coordinating your local advertising campaign, don't hesitate to turn to your NAPA Distribution Center for assistance. And keep in mind that Matthews, Muhleman, McLean Inc. (NAPA's advertising agency) main tains a toll-free number (800-438-8124) to help NAPA Job bers with advice on coordinating such promotions. So start now -- and NAPA's Spring and Fall Car Care Days will surely pay off in increased sales for your dealers .. . and increased profits for you! Outdoor billboards will be available to round out your local advertising cam paign. 12 FOR DEVELOPING A COST-EFFECTIVE LOCAL PROMOTION . . . 1982 NAPA LOCAL CO-OP ADVERTISING PROGRAM For 1982, NAPA will con tinue the 70/30 matching fund allowance for eligible NAPA Jobbers participating in the '82 NAPA National Advertising Pro gram. NAPA offers a variety of ways to qualify for co-op funds, in cluding local advertising run in/on one or more of these advertising media: 1. General circulation (daily or weekly) newspapers whose circulation can be verified. 2. FCC-licensed radio stations. 3. FCC-licensed television stations. 4. Local or regional magazines published on a regularly scheduled basis (monthly or quarterly) and whose circulation can be verified. 5. Print circulars (printing and distribution). 6. Outdoor billboards. 7. Billboards on local public transportation vehicles (buses or taxi cabs). 8. Official NAPA illuminated outside signage, or official NAPA Design-A-Sign signage (maximum 20% earnback). 9. Official NAPA dealer hanging signs and/or driveway signs (maximum 20% earnback). 10. Official NAPA truck identification decal kits (maximum 20% earnback). 11. Telephone directory advertising. 12. Television video tape dubs. 13. Local production charges (newspaper, radio and television). 14. The LaBelle CounterPro unit. So to get more dollar power in your local advertising efforts, plan your Spring and Fall Car Care Days local promotions to most effectively utilize available advertising co-op funds. Your NAPA Distribution Center sales manager can help you set up a program to utilize the maximum co-op available to you. And Matthews, Muhle man, McLean (NAPA's Adver tising agency) has a toll-free number (800-438-8124); they will assist any eligible NAPA Jobber in setting up a program to utilize available co-op funds to their fullest. With all of this assistance, there's no reason you can't put together the most complete and cost-effective advertising cam paign ever run in your local area. The co-op assistance is there -- so use it! And it takes good help to handle the needs of all your welding customers. That's why the new NAPA' welding center display is such a good deal. It can show a wide range of both gas and arc welding equipment and accessories to any prospective buyer in just minutes. And it works hard from open to close educating your customers on the benefits of buying all of their welding supplies from you. On top of that, it's never late, doesn't complain or take vacations, works without a salary, and Primed in US A. doesn't take up much space (it's only four feet long and can be used in several different configurations). The new NAPA welding accessories display. It works hard from open to close to put you in the highly profitable welding business. WELDING EQUIPMENT For more information contact your NAPA distribution center. REAP THE PROFITS OF .. . Selling to the Farm Market The farm market continues to represent an area of great poten tial sales growth for many NAPA Jobbers across the country. So in 1982, NAPA will provide you with the tools you'll need to: 1. create awareness of NAPA in the farm community, and 2. develop a solid local program to go after the farm business. As early morning radio news is still the most effective way to reach today's farmer, your National Farm Radio program will continue next year, with a new radio spot featuring Joe Campanella. The National Farm Radio pro gram has been designed to com plement the two major NAPA sales events you'll be involved in -- NAPA's Spring and Fall Car Care Days. The voice of Joe Campanella in the farm radio spots lends con tinuity to all of NAPA's advertising for 1982. And to coincide with the NAPA Spring and Fall Car Care Days events, these radio spots will be concentrated into two six-week periods -- March 1 through April 11 to tie in with the Spring event, and September 6 through October 17 to take advantage of the Fall promotion. This timing and con tinuity throughout will increase the listener's awareness of NAPA, as the farm community will be hear ing the NAPA message more fre quently. This radio campaign will provide an "umbrella" for your own local promotion efforts. You'll be provid ed with a list of all the stations the radio spots will be broadcast on so you'll know how to plan your local strategy most advantageously. To assist you in putting together a local program that will really sell the farm customers in your com munity, several of your NAPA Manufacturers will offer special special product/price packages designed especially for today's farmer. And don't forget that your NAPA Distribution Center can help you tailor a program to effectively sell to the farm market in your area. JUNE AND JULY'82 NAPA'S "IMPORTS MONTHS" In mid-summer of 1982, NAPA will be taking aim at that growing segment of business, imports. NAPA has extensive coverage of import car parts at competitive prices . . . and we don't want anyone to forget it. So, in 1982 June and July have been designat ed as NAPA's "Imports Months." To set up this two month promo tion, NAPA Jobbers on the na tional advertising program will be sent an Import Point-of-Purchase kit that will include: 1 outdoor ban ner (21" x 48"); 4 posters (24" x 42"); and 4 hanging signs (21" x 14"). These will be sent in May so they can be displayed throughout June and July. During this promotion, imports will receive special attention in NAPA's national advertising. A strong line-up of national con sumer magazines will carry NAPA's imports message in their July issues: FIELD & STREAM, CAR & DRIVER, MOTOR TREND, ROAD & TRACK and POPULAR MECHANICS. The print imports ad is clear and direct: "NAPA Has Your Import Part!" Additionally, NAPA's new im ports television commercial featur ing Joe Campanella will be avail able for you to run locally with your store name and address. This special imports promotion has a completely unified look, as do all of NAPA's 1982 promotions. And there will be support from your NAPA Manufacturers, too, as they will be running special promotions to help you remind your customers to see you first for their import car needs. 14 HELPING YOU REACH PROSPECTIVE CUSTOMERS NEW FLEET/INDUSTRIAL DOOR OPENER PROGRAM Everyone would agree that fleet and industrial accounts can be a lucrative part of your customer mix ... if only you had an effective way of breaking the ice with the key ac counts in your area. After all, there's nothing tougher than cold calling these potential accounts. That's why NAPA will take the your prospective customer re ceives will let him know that you will be calling on him to further discuss doing business and to de liver his final NAPA gift item in per son. This final gift item -- an NAPA Gold Hat with the prospec tive customer's name on it -- will be sent to you, so you can in turn "cold" out of the call in 1982, with the new Fleet/Industrial Direct Mail Program. Although this will be a national program, it has been designed with an important local touch. Here's how this new pro gram will work .. . A series of four personalized let ters, each signed by either you or your outside salesperson, will be mailed directly to your potential customers, by name. Each letter will introduce you and your store, as well as explain what you can do for your prospect. They'll tell the story of NAPA's availability, quali ty, overnight delivery and cover age. What's more, the first three letters will include a small gift -- a practical selection of NAPA premium items. The last mailing will be the real "door opener." The fourth letter arrange a visit with the prospect and then deliver it to him. And there you have it -- a ready-made sales call! All you have to do is fill out an order form listing the prospect's name, address, etc., and include a sample of the signature you would like to appear on the letters (either yours or your outside sales person's). Then send the order form to your NAPA Distribution Center, and the NAPA Merchandis ing Center will take care of all the mailing for a small mailing and handling charge. What an easy way to get into that high-volume business! The door is open and the climate is right, with the potential to do thousands of dollars worth of business. Building Year 'Round Store Traffic NAPA's Bargain Buys To help build store traffic at op portune times throughout the year, NAPA will be offering three special promotions called NAPA's "Bargain Buys." "Bargain Buys" are pricecompetitive consumer products with the specific purpose of generating added store traffic. Each "Bargain Buys" promotion will con sist of three or four products, of fered by your NAPA Manufacturers at very special prices. The first "Bargain Buys" promo tion will run from February 1 through February 27, 1982; the se cond will run from May 31 through June 26, 1982; and the last one will run from November 22 through December 24, 1982. To help you spotlight the availa bility of these quality products at these special prices, a "Bargain Buys" promotion kit will be available to you for each of the three promotions. Each kit will con tain: Sign Package -- --Window Banners(56" x 21") --Headers (28" x 42") --4 Danglers (14" x 21") --20 Shelf Talkers (5" x 7") Newspaper Ad Slicks Television Slides Each kit also includes a price reminder sheet and a list of selling tips. You may also order a radio tape and a 35mm slide for televi sion spots at no charge. To maximize advertising effec tiveness, it's recommended that you choose a 10-day period within each of these 30-day promotions during which to concentrate your promotional efforts. And then, make sure you're ready to handle all those extra customers that show up at your store to take advantage of these outstanding values! $$$ 15 mm & \r VST- o %% ^ BELDEN PRODUCTS AT 15/OFF > ^ * #770521 BATTERY CABLE PROMOTION mm i IK mmmmsm ii wv. y, & `iSlV* WL VS> Av BS ! y'\l Ip S The Problem... no start, hard starts, dim headlights. The Cause., .broken strands, heavily corroded battery terminal lug end, or doose'connections. - ,;The Solution.. take stock in a promotion featuring 34 of our top of the line - quality steel reinforced battery cables. This promotion includes two each of ?,K: ' our most popular top and side mount battery cables, all manufactured with 4 . gauge copper wire. ' All surpass OEM standards.. and then some. Our promotion includes: .;?'. i' 2' -711034"- m -2r71-1334 2-711534' 2-712534 2-712554 2-712934 2-711934 2-713054 2-712234 2-713634 2-713814 2-714054 2-714514 2-714534 2-714554 2-715054 2-715514 ' Regular Jobber Net $132.34 SPECIAL JOBBER NET $112.49 LIMITED TIME OFFER t-bf-Purchase Spring Car Care Days Kit FREE purchase of one each of #770520 and 770521 page for illustrated kit). lit V7 ryfi.sj \hfMt-oMu pW*'} *4 ' point of purchase materials often for maximum effectiveness $(?'' j' *' Days kit includes. jKtft>ejitbofSieSiT`Tria$ii3fpftl.?V}^:y..*'<':?i^rwSivm?'.S*.",!:,,>?>:.;, NOWS THE TIM^JO f NOWS THE TIME TO S \` 8 L* Sir r* vv ft?''.;/ BATTERY CABLES NAPAleasa*'**%^ OFF /zmm\ pad 'assay- days NOW'S THE JO SPARKPLUG WIRE SETS OJMJTT %OFF ^NflPflh 50 40302010 SO 40 30 2010 WINDOW BANNERS (24 "x33") ...a real big eye-catcher to let street traffic know you are promoting. Banners are supplied with % numbers printed on bottom. v-.-:....1 . Ssjsfcg'iyji?-! . .. Lv' % /BATTERY' CABLE MOBILE (28 "x31" max. size) ... it will sell for you for months to come. Battery cables are promoted on one side, spark plug wire sets on the other. Prmicd in U S A ^^|^p.pf^pratipn,'Transportation Division, 2625 West Butterfield Road. Oak Brook. Illinois 60521 TD82- market uncovered A variety of profitable markets are ideal customers for NAPA ball bearings and cylindrical bearings. NAPA bearings are high-quality replacement parts, often better and longer-lasting than the original equipment. Make sure you're covering all these potential markets: Agricultural Automotive Heavy Duty Industrial Construction Depend on NAPA for the quality you want and the parts you need rt * t {NAPA} Bearings When the name is NAPA, the standard is quality. 26555 Northwestern Highway Southfield, Michigan 48034 SPECTACULAR 1982 NAPA SALES INCENTIVE PROGRAM TRAVELING FIRST CLASS NAPA STYLE ... By now, you can probably see that all of the elements are in place to make 1982 your biggest year ever. You've got promotions that are stronger and more comprehen sive than ever before, with you and your dealers getting national as well as local support from the aftermarket leader, NAPA. Well, almost all of the elements are in place . . . because there's still more! NAPA wants to help you show your dealers what it really means to "Go the NAPA Way" -- not just with increased business and big ger profits, but by traveling with you in first class NAPA style. That's why, in 1982, NAPA is offer ing the best sales incentive package ever -- a package that is so unique, nothing like it is available anywhere! What better way to reward your self for the best sales year in your history than to take off in April of 1983 and relax in NAPA style? What better way to convince any skeptical dealer that the NAPA way is the only way to go in 1982? And getting your dealers to active ly participate in your NAPA Spring and Fall Car Care promotions, as well as to keep their level of pur chases from you up throughout the year, is the reason behind this sales incentive program. NAPA wants to: 1). help you cement the ties you already have with your good dealers, and 2). give you an effective selling tool to capture new dealers and to encourage changeovers. And this sales incen tive program will do both! All of NAPA is totally committed to this aggressive approach to broadening your customer base and increasing your sales volume. Let's look at exactly how serious all of NAPA is about this sales in centive program . . . First, how serious are your NAPA Manufacturers? Serious enough and convinced enough of its effectiveness to contribute to the cost of two trips per NAPA Job ber and two trips per dealer outlet for as many dealer outlets as you enroll. They're serious enough to offer 12 months of spiffs to both you and your dealers on purchases of designated, mostly D-class, pro ducts. These spiff coupons can be used to offset the cost of travel for both you and your dealers. Is that serious enough? How serious and committed is your NAPA Distribution Center? Serious enough to help you design your own custom earnback pro gram for the most exciting and glamorous travel package in the aftermarket. Four of the most sought after vacation spots in the world -- Acapulco, Hawaii, Disney World/Orlando, Florida and the na tion's showplace, Las Vegas! And NAPA has developed pro fessional sales pieces to really help you sell this sales incentive program to your dealer customers. You'll have available four sharp four-color brochures -- one for each of NAPA's destinations. What's more, NAPA has prepared a professional motion picture for you to use at your dealer nights. Out of the four destinations, you'll probably want to offer only one or two. So the film has been created to allow you to show only the destinations that you're offering. And this film serves another func tion as well. It explains the entire 1982 NAPA marketing plan to your dealers -- how it will help to generate more business and more profit for them. You'll find out all about NAPA's fantastic new sales incentive pro gram at your NAPA Distribution Center Marketing Conference, where you'll receive your own sales incentive program guide. This book takes you step-by-step through each of the elements of the program. Now -- how serious is NAPA about helping you broaden your customer base, strengthen the bonds between you and your dealer customers, and increasing profits for both of you? Serious enough to make sure that when you "Go the NAPA Way" in 1982, you're headed for your biggest year ever! 19 NAPA MUFFLE WE'VE PUT ITALLTI MERCHANDISING PROGRAMS NAPA Mufflers ond Shocks hove joined together to help increose your exhaust system and shock absorber soles. And we've put together some strong merchandising programs that help fie these products together. Electric clocks, key holder boards, clip boards and wall and window plaques for installers. Counter mats, floor mots, deluxe open hours signs and a calendar/corkboard MUFFLER AND SHOCK CENTERS A growing number of installers are discovering the profitability of muffler ond shock installa tion. So turn one of your installer's service bays info a NAPA Muffler and Shock Center and you'll soon turn a fast profit, too. As a "Neighborhood Professional," your installer will be supported by signage and a co-op advertising program that should bring him plenty of muffler and shock profits. We'll make everything available that your NAPA Muffler and Shock Centers need, including a double-faced illuminated dock, a bay banner, posters, streamers and special sales materials. All the dressing your installers need to compere successfully against the muffler and shock specialty shops, plus one distinct advantage -- the NAPA name. US & SHOCKS. 5GETHER FORYOU. GO THE NAPA WAY... WITH MUFFLERS AND SHOCKS Your muffler and shock soles will really add up when your installers rake port in the NAPA Muffler ond Shock Soles Incentive Program. We've designed o special plateau soles plan that earns your installers travel certificates for the mufflers and shocks they sell. These certificates con then be applied to one of the four NAPA notional trip sites. . . Acapulco, Disneyworld, Hawaii or Los Vegos. The Spring Soles Incentive dotes are CO-OP ADVERTISING This year, our 50/50 co-op program for muffler ond shock absorber IV spots, radio spots ond newspaper ads will carry twice the product, twice the impact. By tying mufflers and shocks together, this year's advertising should appeal to more potential customers. Which puts more potential into your profit picture. Our new Muffler and Shock Co-op Ad Kit has a greater variety of newspaper and radio ads to choose from, in older to help you promote NAPA Mufflers and Shocks with more impact than ever before. This year, our 50/50 co-op program will help moke you more successful. . February 15 - April 15; the fall dates are August 15 - October 15. So get your installers to go the NAPA way and watch their additional sales ring up more profits for you. To find out how you can put it all together for bigger muffler ond shock profits, contact your local NAPA Muffler and Shock representative today. He'll be happy to explain any of the exciting new programs we can offer you. Find out for yourself -- when the name is NAPA muffler and shock sales, the standard is success! Division of Tenneco Automotive fnuxtco] NEW NAPA ISS REVIEW PROGRAM SHARPENING THE BASIC SELLING SKILLS To sharpen your counter staff's basic selling skills, NAPA is in troducing a brand new Inside Sell ing Skills (ISS) review program. This self-study, self-paced workbook and audio cassette pro gram is designed to review and reinforce inside selling skills as applied to generic product lines (batteries, filters, hoses, etc.). In addition, it emphasizes an area of growing importance to today's counterperson -- related item selling. The content of this continued education program is divided into six areas of concern, as follows. Section I: Getting the Right Parts This portion of the program pro vides an overview of the six basic inside selling skills: Greet Listen Ask Verify Check Close Participants will briefly review each of these six skills in their workbook, while the tape discus ses correct skill usage. Section II: Suggesting Related Parts This section will follow the same format as Section I. The partici pant will review the three skills for selling related parts: suggest-askverify. Each of the skills will be discussed on the tape by a nar rator, with brief examples of the sales exchange enacted by two "players." Section III: Handling Resistance Here, the participant will review the ask-prove-ask method of han dling resistance. Again, the nar rator on tape will discuss this method of handling resistance and a vignette between two "players" is used to illustrate skill usage. Section IV: Telephone Courtesy The importance of telephone courtesy cannot be underestimat ed. In this portion of the program, participants review the correct skill usage for phone greeting, handling requests for other counterpeople, putting someone on hold, checking back with wait ing phone customers and using the customer's name. Section V: Handling the Return of Claimed Defectives This section of the ISS review pro gram outlines the three basic steps for handling claimed defec tives: 1). Find out why the custo mer thinks the part is defective; 2). Note why the customer thinks the part is defective; 3). Apologize; and 4). Take steps to correct the problem. Section VI: Inside Selling Skills Review In this final section, a vignette be tween two "players" will illustrate all the skills demonstrated in the previous sections of the program. Participants will then use a multiple-choice test to identify the correct and incorrect skill usage. Additionally, each of the pro gram's sections end with helpful hints and suggestions related to the topic covered. A professional inside sales group is one of the keys to operating a sucessfui business operation. So if your inside salespeople haven't attended NAPA ISS Workshop, see that they're enrolled this year. If your salespeople have com pleted NAPA's original ISS pro gram, see that their skills are re fined and expanded using this new self-study improvement program. And then, plan on the increased sales and pleased customers that a professional sales staff provides. NEW OSS REVIEW PROGRAM SELLING TO YOUR TOUGH PROSPECTS In 1978, NAPA introduced the best outside training tool in the aftermarket -- NAPA's Outside Selling Skills (OSS) program. These two-day workshops concen trate on educating outside salespeople about NAPA product lines, developing their abilities to handle a variety of selling situa tions and providing solutions to commonly encountered selling problems. But now it's 1982 and time to take the training of your outside salesperson a step further, with the introduction of a new OSS review program, "Selling to Your Tough Prospects." "Selling to Your Tough Pros pects" is designed to build upon the basic outside selling skills presented in the original OSS workshops. It has been created to refine your outside salesperson's approaches in order to crack those tough accounts to expand your sales opportunities. A self-administered review, "Selling to Your Tough Prospects" consists of an audio cassette and workbook. This flexible review for mat enables outside salespeople to study the program at their own convenience -- at home, at the store, or Whenever time permits. "Selling to Your Tough Pros pects" highlights two common concerns of today's outside salesperson: the need to sell more to more accounts, and the need to sell to difficult to those sometimes "difficult" customers in order to open new business in your area. The review program begins by helping the outside salesperson analyze his or her "marketplace." Following this analysis, the out side salesperson is asked to target in on a tough prospect that he or she would like to gain as an ac count. As the program continues, the outside salesperson will ac tually develop a strategy for selling to that tough account. So help your outside salespeo ple help themselves and your business by enrolling them in NAPA's new OSS review program, "Selling to Your Tough Pros pects." It's one more way to gain added profits through a more pro fessional sales force in the year ahead! 22 5e*,- I.-'-'1: v/s!s: A %* NAPA Fleetflex Gold radiator hose is: so tough that you might go {through 2 or 3 (engines1 before you need to replace it. ' That'srio idle claim. We racked up over *600^000 miles on each oF50 different rigs .equipped with Fleetflex (Gold hose. None of the hoses needed ^replacement. One piece actually outlasted three-engines--823,692 miles V^before We lost track-of it: v - Naturally, jve'.camt predictiHow ' mahy^miles you'll get./Biif: the-odds are you U!wantito replace;your rigfbefdre you!U,meed^to4epja'ce!.6up]Hbse. ', '''-Fileifle^'Gpld'.radiStbf Hose- is justforic pSbduct-ih'the complete bhe of'top quality ridfioriv$te pi m K-'r1' These two hoses nave seen over 600i000 miles of Highway use. The one on'the left is heavy-duty Hose, but it's failing: Theirisideis cracldng 'andiflaking. The hose bnjhe right is Fleetflex Gold. It's ^discolored Hy rust, but smooth and flexible, arid ready fbr. a'lot;mbre miles. FLEETFLEX GOLD: NAPA Bells/H oseiiMuniifaGtunBthE.vcIusivelvifor NAPA bv National Products, Inc., Denver, Colorado THE PLACE: TORONTO, ONTARIO THE REASON: NAPA'S 1982 NATIONAL BUSINESS CONFERENCE Toronto's stunning City Hall (above), located directly across from the Sheraton Centre Hotel. Here's an opportunity to learn all about the aftermarket's newest in novations and business strategies while experiencing the "City of the 80's" -- fascinating Toronto, On tario! At NAPA's first international business conference, aftermarket leaders will share their viewpoints and insights into the industry. Your NAPA Manufacturers will have a massive exhibition hall filled with a vast array of the very newest products and information. You'll be able to visit "Machine Shop 2000" -- a chance to get in on the latest machine shop technologies as well as future developments under consideration. And you can do all of this while enjoying one of the world's most attractive cities: Toronto, where downtown still means excitement, glamor, vital ity, energy and good, good times! You'll be staying at the Sheraton Centre Hotel, a real showplace itself, with a multitude of shops, underground shopping centers and some of the finest restaurants a city could offer. Located right in the vibrant heart of downtown Toronto, the Sheraton Centre is directly across from the famous City Hall. Toronto is famous for Eaton Centre, a glass and silver shop ping world! this architectural marvel -- a giant flying saucer hovering permanent ly between two curving towers. In front of City Hall is the large "City Square." Complete with a reflect ing pool, this spot is a popular meeting place for outdoor con certs, rallies, art shows ... or sim ply a good spot to rest under the spreading trees. A few blocks from the Sheraton Centre Hotel is the Eaton Centre, a glittering structure of glass and silver. Step inside and be amazed by gleaming white terraces hous ing hundreds of stores and bou tiques, masses of greenery spilling from craftily situated planters, leaping waterfalls and live trees. There's nothing like it anywhere else! From this same area, you'll have easy access to Toronto's vast "underground city" of shopping malls, restaurants, walkways and theaters, all comfortably climatecontrolled. And you'll be within walking distance of the incredible CN Tower -- at 1,815 feet, the tallest free-standing structure in the world. For the adventurous souls, glass fronted elevators whisk you Casa Loma, Toronto's 98-room medieval castle. up on a dizzying ride to the obser vation decks atop the tower. Or, for those who prefer to keep their feet on the ground, at the base of the tower you can enjoy a variety of games and family entertainment facilities . . . plus a lofty welcome from Diego, the world's tallest clown. For the ladies, there will be a guided tour covering the city's most interesting sites -- including magnificent Casa Loma, Toronto's 98-room medieval castle, which comes complete with a lofty baronial hall, lookout towers and secret passageways. Or, for a different style tour of your own, try viewing Toronto by trolley... an opportunity to see the sights through the windows of one of the many renovated trolley cars that line the streets. Cafes, art galleries, theaters, harbors, boat rides . . . the list of things to see and do in this incredi ble Canadian city is unlimited! So plan to attend NAPA's 1982 National Business Conference -- you'll increase your business knowledge while having the time of your life! 25 Winterize Your Company's Image with These New Creative Advertising Products Establish an image to give you maximum visibility and awareness. Creative advertising pro ducts lead you down the road to instant identity. Here is advertising that gives you style, comfort and the power to make you stand out in the crowd. -v`i; Vy- .2 ...... 'r': NAPAJOBBER^ " 2 ajMlJv- - 2 -r j'l \ X'~J> 81-GH 252 . /&mb--' EFF. AUG. 15, 1981 Tv .ash.*; - ' * ^?NAPA . STYLE NO ^ ` 1 '- A - DESCRIPTION W,V _ V- ' '& .`small: MEOIUM VENDOR '-UNIT LARGE" iXltARGE; NUMBER: ' HOW MANY' v^-PRice 'V/ AMOUNT -805801 A. NAPA "LAZER" QUILTED JACKET .- : 2-.. - - -y 805801 21.42 Ea. 805811> '`b; nap^lazer:: nylon quilted vest, , , . *" , ,4 <_;;s ' -SfK.' v. 805811 r i . r f-\': 1*4^64-Eb: " ' -Lr. V* ' ' SEWDIfHisaki;: Your NAPA ORDER-FORM DIRECTLY TO: Distributidri Center :- . x. v..,,-*-. -i- --i.~ FOR VENDOR USE ONLY: V - v- BILL TO: COMPANY ATTN: ADDRESS +' , CITY PHONE ( ) STATE ZIP SHIP TO: COMPANY ATTN: ADDRESS CITY PHONE ( ) STATE ZIP NAPA: ANNOUNCEMENTS JOHN SCALLEY ELECTED PRESIDENT OF NAPA John J. Scalley, group vice presi dent of the Genuine Parts Com pany (GPC) in Atlanta, Georgia, was elected president of NAPA at our Annual Meeting held recently in Atlanta, Georgia. Scalley, a graduate of Georgia Tech, joined GPC at the former NAPA New York Distribution Cen ter in 1951 as a sales represen tative, covering the Connecticut and New York state areas. In the early 1960's, Scalley was promoted to assistant to the general manager at the NAPA New York Distribution Center. From there he moved on to become manager of the former NAPA Boston Distribution Center and later served as vice president of GPC's southeast and central divi sions. In January of 1977, Scalley was promoted into GPC headquarters as group vice president. In October of 1980, he was elected vice presi dent of NAPA. John J. Scalley, group vice president of the Genuine Parts Company was elected president of NAPA at the re cent Atlanta Annual Meeting. NAPA BEARINGS CLAIMS 1981 "SPIRIT OF NAPA" AWARD NAPA Bearings received the 1981 "Spirit of NAPA" award at NAPA's Annual Meeting held re cently in Atlanta, Georgia. The "Spirit of NAPA" award is the highest form of recognition confer red upon an NAPA supplier. NAPA Vice President and Gener al Manager Bob McKenna pre sented the award to Bill Adams, president; Andre Laus, vice presi dent and group executive; and Joe Parthum, NAPA national sales manager for NAPA Bearings. Each year, the "Spirit of NAPA" award is given to one NAPA sup plier "in recognition of excellence in responding to the continuing needs of NAPA through product superiority and availability, effec tive use of manpower, merchandis ing capabilities, informational ser vices, continuing education and more." The award is considered especi ally indicative of the company's ex cellence as each NAPA Distribu tion Center is asked to vote for the recipient. Therefore, the company that receives the award has been recognized by the people it serves. "In the seven year history of this JAMES AIKEN ELECTED VICE PRESIDENT OF NAPA James Aiken, executive vice president of General Automotive Parts Corpora tion, was elected vice president at the recent NAPA Annual Meeting. James Aiken, executive vice president of General Automotive Parts Corporation (GAP) in Dallas, Texas was elected vice president of NAPA at our recent Annual Meeting. Aiken joined GAP as a field ex ecutive in 1967 at the NAPA Houston Distribution Center, where he was promoted to sales manager in 1968. Aiken was next promoted to operations manager at the NAPA Dallas Distribution Center, where one year later he was named sales manager, with responsibility for local stores. In 1972, Aiken was named gener al manager at the NAPA Louisville Distribution Center. In 1977, he returned to Dallas to join the GAP staff as company vice president. In 1980, he was named executive vice president of GAP. Aiken is a graduate of the Uni versity of Arkansas, where he ma jored in business administration. award, we have never felt that a supplier was more deserving than NAPA Bearings," said Bob McKen na. "They exemplified the true spirit of the award in their service to the NAPA system." 27 THE NAPA NEWS MAKING YOUR JOB EASIER IN 1982! Regular features of the NAPA NEWS Include up-to-the minute information based on NAPA manufacturer's shop profits, imports repairs, Information charts and new products are but a few of the "need to know" topics covered research and product Information. Subjects such as in this dealer-directed newspaper. seasonal maintenance, valuable publications, machine In this issue of OUTLOOK, June, the NAPA NEWS will start tinuing basis. you've read about two new NAPA the excitement for the NAPA Fall 2) . Use it as a "door opener" when programs for 1982 that closely in Car Care Days, as well as feature talking to a potential dealer ac volve your dealer customers -- articles on servicing imports to count. NAPA's Spring and Fall Car Care reinforce NAPA's national dealer 3) . Mail or deliver it to your dealer Days and your new sales incentive import ads that will be appearing accounts as a reminder that you program. Now the task at hand is in major publications at that time. appreciate their business. to promote these programs to your In the October issue, the NAPA 4) . Give it to your semi-pro or good dealers and keep their interest NEWS will again feature the sales do-it-yourself customers as an alive. And that's exactly what the incentive program, as well as ar indication of your interest in NAPA NEWS will be doing for you ticles designed to keep the Fall their business. in 1982 -- making your job easier Car Care Days interest alive. The new subscription rate of by communicating these promo Of course, the NAPA NEWS will $33.00 a year (which includes 100 tions to your dealer customers on continue to carry service tips, copies of each of three issues) a continuing basis. "how-to" articles and stories to is a small investment for such an With three editions a year, the help the shop owner run his busi effective communications tool. NAPA NEWS is in a position to pro ness more effectively. So make your job easier for the mote your programs directly to the The NAPA NEWS serves a useful year ahead. Contact your NAPA professional service repair trade. purpose to every NAPA Jobber. Distribution Center representative The February edition will promote You can: and make sure you're signed up for both NAPA's Spring Car Care Days 1). Use it to reinforce your '82 pro the 1982 NAPA NEWS! and the sales incentive program. In grams to your dealers on a con 28 Qaim fiycifrwg S'/lips oa QAeatJAeAckcmdise! From January 4, through May 9, 1982, you can earn valuable "Go the NAPA Way" coupons on specially promoted Black & Decker Power Tools The four tools eligible for Black & Decker "Go The NAPA Way" coupons during the promotion period are: . Cat. No. 6621 5-Gal. Wet/Dry Vac - worth 1 coupon Cat. No. 6126 7" Heavy Duty Polisher - worth 3 coupons Cat. No. 6036 %" Heavy Duty Variable Speed Reversing Drill - worth 1 coupon Cat No. 6513-09 y2" Extra Heavy Duty Electric Impact Wrench - worth 2 coupons Each coupon is worth s5.00 towards a "Go The NAPA Way" trip or 1,000 Merchandise Points. {BD%B/ack a Decker * j To help you sell more tools and earn more valuable coupons, your NAPA DC is offering this FREE Black & Decker counter top merchandiser. To receive this valuable promotional tool, just purchase one Cat. No. 6513-09 y2" Electric Impact Wrench and two more of the four CAR CARE DAYS promoted Black & Decker tools. This full color counter top merchandiser will display the actual Vz" Electric Impact Wrench and illustrate the other three tools that are eligible for coupons. Display more and sell more! Contact your local NAPA D.C. today! ' JIArASJL OTH(N/jpawav NEW, MORE ECONOMICAL IMPRINT PROGRAM Mdress State zip ' TwPhone rYS^a^Sl^iadtreeaOs p .'6'6phono .^LAd,Sdtatete53Zip TwPhone A Your Name Auto Parts Street Address Your City. Slate ZIP TelePhona Street Address YourCi>y.s,a,eaP Telept'000 . ... Street A^ras|i0 ^pS yoTcC& TeiePhon8 YoufCiy Telephone 5SrtoreAet tAArtdHdmre.s.s Your City, State Zip Telephone Street Address Your City, State Zip Telephone Street Address Your City, State Zip Telephone SUeot Address 0urTC'ty. State L Telephone P Stree|Ad(1 YOur= ,y-State lip Telephone P Pressure sensitive labels In a roll -- easy to use and handy to store. In the past, many NAPA Jobbers have found that direct imprinting their store name and address on NAPA catalog covers can be an ef fective form of "reminder" adver tising. And over the years, NAPA has made every effort to keep the cost of this very effective sales tool as reasonable as possible. But because of today's tremendous cost increases for this particular method of imprinting, this service is becoming increasingly uneco nomical to the NAPA Jobber. This is why, effective with the January 1982 edition of the NAPA Quick Reference Passenger Car and Truck Parts Catalogs, direct im printing on the catalog covers will no longer be offered. Why? Because NAPA is now offering an even better way: imprinted pressure sensitive labels! These attractive, inexpensive labels, personalized with your store name, address and tele phone number, are easy to apply and suit your personalization needs for a penny or less per label. Stop and think how these per sonalized labels can be used: Quick Reference Passenger Car Catalog Quick Reference Truck Parts Catalog OEM Interchange Catalogs Products for Business, Industry & Agriculture Catalog Balkamp Catalogs Place by your customer's telephone Shipping boxes to your dealers The list is endless! Printed in black ink on high quality white gloss stock, these pressure sensitive labels come in a roll -- they're easy to use, and han dy to store. And to accommodate all NAPA Jobbers, from the single store owner to the multi-branch store operation, three different label sizes will be available. And the NAPA logo will automatically be included on all labels. These new labels offer you great versatility with cost economy. So contact your NAPA Distribution Center to order your stock of per sonalized pressure sensitive labels today! HELP FOR YOUR DEALER CUSTOMERS 1981 FLAT RATE MANUAL Too often, service station deal ers and independent garage ser vice technicians "short change" themselves when it comes to estimating service time charges. This is particularly true today, when prior billing is required. However, you can take much of your dealer customers' guesswork out of job estimating with the help of Super Service Station's new 1981 Flat Rate Manual, available to you through your NAPA Distribu tion Center. For those involved in automotive repair cost estimating, the new 1981 Flat Rate manual will prove a most helpful guide in arriving at fair and impartial work times. Where prior cost calculation is re quired by federal, state and/or local regulations, service station and garage managers will find the Flat Rate Manual an excellent check on billing accuracies. The new 1981 Flat Rate manual provides the average time involved in over 75 of the most commonly performed automotive mainte nance and repair jobs. Easy-toread charts carry times on all of these jobs for all American makes and models for the last 10 years, including GM's new J-cars, Chrysler's K-cars and Ford's Escort/Lynx. This year's manual also covers similar information on the leading imports. In striving for accuracy, the manual's technical editors not on ly consider the time required to do each job, but the added time in volved in diagnosing the problem, job ticket writing and final testing. Allowances are also made where rust, corrosion, metal fatigue, broken studs, etc., are apt to in crease overall worktime. Another feature of the manual is a time-service conversion table which almost automatically fig ures service charges on job tickets. Hourly service rates on the conversion table range from $10 to $34 to accommodate service sta tion shops in a wide variety of areas. This 1981 edition is the most complete Flat Rate Manual ever. In this day of repair cost criticism, repair shop operators will find the 1981 Flat Rate Manual most help ful in validating labor charges as the manual clearly spells out the average job cost for all to see. So make sure your dealer custo mers aren't "short changing" themselves. Contact your NAPA Distribution Center to order your supply of the 1981 Flat Rate Manual. Help prepare your custo mers to accurately estimate job charges on the 1980 cars as they run out of warranty and come to your dealers for repairs! 30 When you want your fuel pump business to really take off,, go with NAPA Pumps. They're like fuel for profits. NAPA offers a com plete line of mechani cal and electrical fuel pumps for all types Of cars and trucks. And NAPA Pumps are built tOugh. Built to stand up to toddy's driving. And they're quality checked to make sure they're up to our high standdrds of reliability. So you can sell NAPA Fuel Pumps with confidence; When you want a full line of fuel pumps -- built with quality -- stock NAPA. They can help expand your profit potential. Vou and United (^ HERE'S THE POWERHOUSE BRAKE SERVICE PROGRAM " \ YOU NEED TO COMPETE IN TODAY S MARKER-AND WIN! - r? S// m If, tv m tern IS-" m^ >.V p*- (Sij. K; i ` m? 'fa GO UNITED and you've got more going for you. One call to your local NAPA Jobber provides the industry's most complete coverage of top quality brake system parts--air and hydraulic, disc and I drum--for U.S. and import cars, light and heavy trucks, buses, trailers and RV's. Plus a complete, cost-free service program! Including Brake Certifica tion clinics, co-op ad promotions to bring in cus tomers, and new dynamite selling techniques to .clinch sales. See your NAPA Jobber for all the facts! !pi\ce 1600 N. 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