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|1984 IS THE YEAR TO MAKE IT NAPA BRAND NEW! DOOR OPENER EXPANDED TO INCLUDE POTENTIAL FLEET, INDUSTRIAL *.' SrfSl \-i v i . ciSS AND FARM ACCOUNTS Good news! For 1984, NAPA's highly successful Door Opener direct mail pro gram has been expanded to include poten tial farm as well as fleet and industrial/in stitutional accounts. The Door Opener direct mail program is designed to assist NAPA Jobbers and their outside salespeople in making initial con tact with difficuIt-to-reach farm, fleet and in dustrial/institutional managers and key pur chasing decision makers. Streamlined to three mailings, the Door Opener program provides a turnkey promo tion with an important local touch. You simply compile a listing of key farm, fleet or industrial/institutional purchasers within your area with whom you would like to do business. You then send this list of names (and addresses) to your NAPA Distribution Center. Over the following weeks, each of the potential customers you've listed receives NAPA's Door Opener direct mail program, expanded to include potential farm accounts, paves the way to gaining profitable new business. a series of three letters, under the signature of either yourself or your outside salesper son, detailing the many items and services that your store offers these accounts. While one series of letters is targeted at fleet and industrial/institutional prospects, a second series isTailored to the specific needs of the farm market. Included with the first two letters are small yet practical incentive items -- a calculator and a tire gauge. The third and final mailer is a letter tell ing the prospect that you (or your outside salesperson) will be calling to make an ap pointment. At this point, a NAPA Gold Hat personalized with the prospect's name will be sent directly to you so that it can be presented to the prospect when either yourself or your outside salesperson makes the sales call. The Door Opener direct mail program is a proven way to make potential new cus tomers more receptive to your sales call. So take advantage of it, and join the many NAPA Jobbers who have already used this program to pave the way to gaining pro fitable new business. FLEET AND INDUSTRIAL/ INSTITUTIONAL ACCOUNTS: GREAT POTENTIALS IN 1984 Fleet and industrial/institutional accounts represent strong potential sales for many NAPA Jobbers across the country. As fleet accounts continue to offer un tapped potential, this market will receive even greater advertising support in 1984. First of all, advertisements in the four most read issues of two leading fleet maga zines -- COMMERCIAL CARRIER JOUR NAL and FLEET OWNER -- will let fleet maintenance and purchasing managers know that NAPA is "Big in the Big Parts Business!''. Secondly, 1984 is also the year that NAPA will be advertising for the first time ever to individual owners/operators. A new magazine ad, positioning the local NAPA store as the owner/operator's "Hometown Truck Stop," will appear in OWNER/OP ERATOR magazine from January through August. As both potential fleet and industrial/in stitutional accounts require a great deal of personal selling, NAPA's Door Opener ut* twatnKk. dv r)w* __ _____ . whrrt yrollfmj 'juatis> NAJW s- farp * n, nmnf*t * wiirmimalunB jmexn ih'feUou* S.M'.VTrttVSurws St*w.h leUttn atJl wtii'Jn nunsn. hro'vsnt mMm. hmxiisn SAi'Aisn ilWIvtwtsovl'iiro-ue . Jcf'.MK.taq ' Hu> a uniter hnr>< nuininurorpup. ii* fwvrtoufc aaj nuV* svpwv AaJxsit fcrat an Cxa'tiw <hr 'Al'A <fic#wi#imuO" hr S*rr V ;tw txiirtn N.\J*A jurtoiryr ixhnrtncraA Vmi hr a Usk *Unt{-thrusi. .Vatu v.ui'twiftut'tri'ruhc duJ. ihoA tflr Yrtknr IV*>let Ow imov* S.ST.Vxr. Fleet purchasing managers will receive your message of NAPA brand quality, overnight availability, coverage and service with NAPA's "We're Big in the Big Parts Business!" magazine ad. direct mail program provides you with the tool you need to get in to see the fleet and industrial/institutional purchasing decision makers. For 1984, this successful program has been revised and streamlined to make it even easier for you to get your foot in the door. Once you're in the door, utilize your wide range of NAPA catalogs and programs to illustrate the products and services you of fer that can help these potential purchasers "Make It NAPA BRAND New!". And don't Makeit XaSSBZNAPA BRAND new! For the first time ever, in 1984 NAPA will be advertising to the individual owner/operator with this ad, positioning your store as the "Hometown Truck Stop." forget to use one of your new selling tools, the NAPA Real Deals program. Potential fleet and industrial/institutional customers alike will want to take advantage of these special deals on popular tools and equip ment. It's just one more tangible way of showing these customers why NAPA should be their regular source of products. If you're looking for added business, in 1984 you'll have all the tools necessary for making strong sales gains in both the fleet and industrial/institutional markets. 15