Document vB8LQZ4gN3wOLOBMdj3X7oEN6

Outlook VOL. 16 NO. 1 PROMOTION IN MOTION.............................................5 If you haven't been using your delivery vehicle as an advertising medium, now's the time to start. With NAPA's Official Vehicle Identification system, you can.easily turn your delivery vehicle into a `round-the-clock' communicator! P. 5 YOUR LOCAL SPRING CAR CARE DAYS AD CAMPAIGN.......................................6 Here are some basic advertising tips to help you use each available advertising medium to its maximum advantage for your local spring campaign. NAPA INFORMATION UPDATE.................................. 9 Two great merchandise awards catalogs offer you an incredible assortment of goods coupled with outstanding values for 1983 Pay attention to safety and cut insurance costs, increase profits. KEEP THE BALL ROLLING.......................................12 The NAPA Richmond Distribution Center and its nine locals found a great way to keep customers traffic high all summer-long -- the NAPA World Series Spectacular! HOW CRIME-PROOF IS YOUR STORE? ..................14 Although burglary or shoplifting losses may not be avoidable, there are steps the alert store owner or manager can take to minimize losses against such crimes. Here are some suggestions to help you protect your store. DATELINE NAPA................. Items of interest to NAPA and its people. 18 P. 14 NAPA OUTLOOK VOL. 16 NO. 1 Chris McLean, Editor & Director of Communications Published periodically in the interest of NAPA Jobbers, Distribution Centers and Manufacturers 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 Wi ili: too Mac's is offering a profit-making appearance products counter top display vi/jth your purchases of 3600 Vinyl, Leather, & Plastic Treatment and 3700 Vinyl Top and Upholstery Cleaner. Stt0?"*--TM. rIf0mu^c%o, - 52.00 ivioi,. *" Refund ,`k .it :/ mm To help attract consumer traffic and to increase Mac's product ..turnover, Mac's is also offering a $2.00 MAIL-IN REFUND on the consumer purchase of 3600 Vinyl, Leather, & Plastic Treatment OR 3700 VinyiTbp and Upholstery Cleaner. ;For additional details, see your Mac's sales representa tive or D.C. sales manager. m HUM NAPA OFFICIAL VEHICLE IDENTIFICATION PROMOTION IN MOTION advertising impressions whether in motion or parked for a customer delivery. If you haven't been thinking of your delivery vehicle as an extremely effective potential advertising medium, you'd better think again. Take a look at this data, the result of an extensive research study prepared by the Department of Economics, American Trucking Association, Inc., Washington, D.C.: A typical local delivery truck or van, in suburban or urban type service, travels approximately 25,000 miles per year (ac cording to the Federal Highway Admini stration's "Road User and Property Taxes on Selected Motor Vehicles"). Based upon the number of miles travel ed, the visual impressions such a delivery vehicle generates total 6.4 million annually. Research using a "time in operation" ap proach to measure visual impact has shown that such a local delivery vehicle, on the road only 4'/2 hours per day (or 22V2 hours per week), has the potential of generating over 9.2 million impressions annually -- exclusive of those impres sions made while the vehicle is stopped for loading and unloading. If these additional impressions could be considered to be similar to the visual im pressions of that same vehicle moving down the street (admittedly, a "worst case" approach) the added visual impact would amount to 26,906 impressions per day. On an annual basis, this would total almost another 7 million visual impres sions -- for a grand total of over 16 million impressions per year. Now: Do local delivery vehicles have the potential of being an amazingly effective advertising medium? You bet they do. a grand total of over 76,000,000 impressions per year. " Why Use NAPA's Official Vehicle Identification System? For several reasons. First of all, NAPA's Official Vehicle Identification system incor porates the latest advances in fleet decal markings, including: Large, clear lettering in a type face spe cially suited for in-motion readability for your personalized identification, including store name, location and phone number. The package includes the eye-catching NAPA graphic, your own pre-spaced identification information for both sides of the vehicle, as well as positioning direc tives for maximum effectiveness. (Note: Believe it or not, even the positioning of vehicle identification markings makes a difference in the number of visual impres sions generated. For example, another conclusion reached by the study cited earlier states: "Overall, only about one vehicle occupant in 14 who observes a truck sees the rear section. On the other hand, 87 percent of the viewers see the front of the truck, while 93 percent see at least one side.") Another reason for using NAPA's Official Vehicle Identification package is that it assures uniformity of design using profes sional quality materials. This unified image works toward maximum consumer identifi cation, the value of which is extremely sig nificant in today's competitive marketplace. In addition to these benefits, NAPA's Of ficial Vehicle Identification markings are pressure sensitive decals, making them both economical and easy-to-use. What's more, these decals (available through NAPA's Identification Aids Program) are extremely durable and require a minimum of maintenance. Enough? Call your NAPA Distribution Center for information on how you can turn your delivery vehicle into a `round-theclock' communicator for your NAPA Parts Store by using NAPA's Official Vehicle Identification system. 5 NAPA SPRING CAR CAF SPRING IS ON THE WAY! The NAPA Spring Car Care Days pro motion period is an excellent time for you to run a local campaign. The awareness created by NAPA's national advertising at this time will make your local product/price special advertising even more effective. By now you should have reviewed the contents of your safes promotion kit, determined the basic media mix you plan to use and ordered the proper materials. The following are some basic tips to help you use each available medium to its maximum advantage. NEW ANIMATED COMMERCIALS SCO As you saw at your marketing confer ences, the marketing/advertising strategies for NAPA in 1983 remain the same, but the network television commercials are quite different -- they're animated. And although we've heard many good comments about the "fresh new look in NAPA's advertis ing," there have been questions, too: "Are the new spots right for us?"; "Is it good attention-getting, memorable advertising?" " . .the new 1983 animated spots scored significantly higher. . ." As we have with past commercials, NAPA undertook a research study in which was measured the recall and persuasive strength of our new commercials versus the live-action spots that were used in 1982. Using a nationally known syndicated re- 6 E DAYS: YOUR LOCAL CAMPAIGN NEWSPAPER What your Spring Car Care Days news paper advertising should include: First of all, it's vital that your ads stand out from the crowd, identifying the special sales event. Your Spring Car Care Days newspaper ad slick automatically gives you a head start. If you're going to create your own addi tional newspaper ads promoting this sales event, use this ad slick for the basic layout format. . .two-thirds of NAPA's primary target audience... use the daily or local newspapers as their primary `where to buy' ______ source. " Keep in mind that, in addition to your NAPA Distribution Center representative, your local newspaper representative can also be helpful in assisting to produce ef fective newspaper ads promoting your Spring Car Care Days event. Remember, newspaper representatives' jobs depend on advertising that works: Let them do some of the work for you. Your store name, location, phone number and hours are probably the most important information your newspaper ads should impart to readers. But for your Spring Car Care Days advertising, you can take this a step further. One of the newspaper medium's strongest points is that it is best suited for handling messages with a lot of information. So use this medium's strong point to your advantage and list the names and locations of your participating dealers as well. Remember -- the more people recognize the NAPA name and associate it with where to get quality auto parts, the more sales for you. When your newspaper advertising should run: For maximum impact, you should con centrate your local Spring Car Care Days advertising within a four week period be tween March 28 and May 22. This way, con sumers will see your name regularly during a given period of time, which will increase the effectiveness of the money you spend. During this time, strive for consistency. It's better to go with more frequent, smaller ads than larger ones on an irregular basis. This is a common sense approach similar to di rect selling: Several well-planned calls are often required before a curious prospect be comes a buying customer. Another point to remember: Surveys and research tell us that shoppers don't or dinarily turn on the radio or television hop ing for commercials related to what they want to buy. Instead, when consumers are ready to make a purchase, they look for in formation in the newspaper. As a matter of fact, research also tells us that two-thirds of NAPA's primary target audience (males 18-49) use the daily or local newspaper as their primary "where to buy" source. So the key is to identify when your target customers are most likely to buy, and that's when to advertise. As a general rule of thumb, Thursday through Saturday editions are better for automotive parts advertising, as car maintenance tends to be higher on those days. In some cases, the Sunday morning newspaper -- still an effective time to advertise -- will offer more circulation for the same cost as the daily. Check with your newspaper representative. Which newspapers to use: In selecting the newspapers) to advertise in, plan your buy based on the area you want to cover. But be realistic. For example, some areas (continued on page 8) RE HIGH ON RECALL TESTS search service, the commercials were tested on the air under normal viewing con ditions. The respondents (members of NAPA's target audience -- men 18 to 49) were then called the night after the telecast and asked what they remembered about the commercials. The results were most encouraging. First of all, the 1982 spots scored well, but the new 1983 animated spots scored significantly higher, particularly in proven recall. The animated technique appeared to help the commercials get noticed and remembered. Asked what they liked and remembered about the new commercials, potential customers made comments such as: "I like the cartoon expressions on the cars" and "I like the way the cars went into the ser vice bay with a frown and came out with a smile." Another comment: "The com mercial told me to go to my NAPA Parts Store or to an NAPA Service Station to get my car ready for winter." In other words, the commercials did their job -- and will continue to sell for you throughout 1983. 7 - (continued from page 7) have the option of both a large metropolitan daily and a smaller local paper published weekly or biweekly. Granted, the metropol itan paper may reach more people, but many of these could be miles away and thus not likely to shop at your store. This kind of wasted circulation can kill your advertising budget. You'd do better to con centrate on your trading zone. The local paper would probably be the better choice in such a case, as it would enable you to zero in on your most likely market. Another option would be to find out if your area's metropolitan daily offers "zone" editions. These editions are sent only to certain geographic areas of the ci ty. These will cost less than buying the newspaper's total circulation, but should still enable you to concentrate on your most likely market. If, on the other hand, you're planning to group together with several other NAPA Jobbers for Spring Car Care Days adver tising, you may wish to use the large metropolitan daily for your group advertis ing. Each jobber and their participating dealers will receive greater exposure, the cost will be less for each participant, and as a group you'll blanket the entire market ing area. Which section of the paper to advertise in: You can usually request to be in certain sections of the paper. Select the section that would appeal to the person you're try ing to reach. For example, the sports sec tion appeals to men, the women's section to women, and the main news is read equally well by both men and women. For NAPA's basic target audience (again, males aged 18-49), the sports section is generally preferred. Additionally, in local neighborhood papers, the second and third general news section pages work well, too. RADIO If you've selected to use radio for your Spring Car Care Days local advertising, the following points should be considered. Which stations to select: Radio is without a doubt the most selective general media. People tend to listen to a particular station on a regular basis, which means you'll need several stations and many spots to reach a wide number of different people. Once again, research shows that NAPA's primary target audience of males aged 18-49 generally listen to the follow ing types of programming: 1). "middle of the road," popular music; 2). country & western music; and 3). "top 40," current "rock" music hits. Time of day: The time of day your radio commercial airs affects the number of men or women listening. Usually, 6-10 a.m. and 3-7 p.m. drive times (in-car commuter times) have greater listening levels (and 8 thus, higher ratings) than other times. These periods are good for reaching men in particular. Daytime (10 a.m. to 3 p.m.) radio is more effective for reaching women. Ratings (the percent of people in your area listening during a particular time) should be available from your local radio station representatives. These should be used as a guide as to what stations and time periods are most popular with the peo ple you wish to expose to your commercials. Determining the number of spots to run: A guideline for making your radio time pur chases: Buy enough so that the total ratings of all spots combined add up to 100 or more gross rating points per week. Thus, for your 4-week Spring Car Care Days radio campaign, you should aim for a total of 400 gross rating points. 30-second spots versus 60-second spots: The cost differential between 60-second and 30-second radio commercials is not usually in exact proportion to the amounts of time purchased. A 30-second commer cial will usually cost about 80 percent of the cost of buying a 60-second commercial spot. Therefore, if your budget allows, for a little additional cost you can buy much more time with the 60-second option -- and time, of course, is critical to establishing your name and message in the mind of the consumer. Purchase tips: Radio is a negotiated medium. Actual rates are always lower than the rates shown on a station represen tative's card. When comparing radio schedules submitted by different station representatives, be sure to compare "cost per thousands" (CPM's) to insure the most cost efficient buy. It's critical to remember that those stations with higher ratings will charge more per spot. Average your CPM's and remember your total rating require ments before you buy. TELEVISION If your budget allows, local television can be an excellent addition to your local Spring Car Care Days advertising cam paign. Television is the most intrusive and visual medium available. Granted, its costs are higher, but it has the potential to reach a large number of people in a wide geographic area. (For these reasons, local television is well-suited for groups of job bers joining together to advertise. The costs are divided among the participants and all benefit from the wide exposure.) Basing your selections: Selectivity in pur chasing a television advertising flight is based on several factors. The time of day is important. Daytime hours reach more homemakers than men or working women. To reach men and working women as well as homemakers, a television schedule should include a mix of news, prime time and late night television programs. News is of particular importance to these target audiences, and the local late night news is usually a very popular (high rated) pro gramming segment. Sports, of course, is good for reaching men with your advertis ing message. If you plan to use your Spring Car Care Days local television spots (Joe Campanella delivering a 10-second lead-in for your product/price specials), it's recommended that you use either slides or simple studio shots of the featured products and prices. Purchase f/ps:Television is another nego tiated medium. As with radio, you should not be paying rate card costs. When com paring schedules, keep in mind the total number of rating points and the cost per thousands (CPM's) of the schedules sub mitted by the station representative. Al though the schedule with the lowest CPM may be the most efficient buy, it may not reach as many total people as the more ex pensive CPM schedule. Therefore, your goal should be to seek a balance between the lowest and highest CPM schedules. Point to remember: It's not necessary to accept a schedule as submitted by a sta tion representative. You should always feel free to have spots deleted or added. This is an important concern if a particular pro gram is increasing the CPM of a schedule. OUTDOOR BILLBOARDS Outdoor billboards, such as your NAPA Spring Car Care Days billboard depicting your store name and address, are direc tional advertisements. They provide motor ists with directions to a particular location -- your store. Due to the speed and distance at which they're read, it's point less to try to include a lot of information on a billboard. The best locations for outdoor signs are along heavily traveled streets and highways. Most billboard sites are sold based on "showings," or the approximate percentage of the population which will see the billboard. MEDIA COMBINATIONS Media combinations are often the most effective route for local advertising cam paigns. By using more than one medium, you increase your chances of exposing the largest number of people to your advertis ing message. For example, use your radio spots to call attention to your Spring Car Care Days event and then refer listeners to your newspaper ads for more informa tion (specific prices, participating dealer locations, etc.). Such a combination has proven extremely effective. The major point to keep in mind when planning your media combinations: Do take care not to split your budget so much that you can't do a good advertising job in each of your chosen media. mm NAPA INFORMATION UPDATE Now You Can Have 2 Great Merchandise Award Catalogs To offer you the best selection of mer chandise with more competitive pricing, this year you have two separate merchan dising awards catalogs produced by two separate suppliers. The first is the "Run With It!" Catalog of Awards, a deluxe 132-page catalog con taining almost 2,000 items. Produced by the E.F. MacDonald Incentive Company (NAPA Incentive Headquarters), this cata log is sent directly to all jobbers who have signed up for the merchandise program. Additionally, jobbers will also receive these catalogs for their dealers who have signed up. The second catalog -- just introduced! -- is the new 1983 NAPA Merchandise Cat alog of Values, produced by S.M.S.A. of Rockford, Illinois. (Most of you should re member S.M.S.A.; they're the ones who brought you the NAPA Toy Truck.) Make sure you review this exciting new catalog and its prize point list carefully... the values are excellent! Both of these catalogs, good for all of 1983, are packed full of awards for you and every member of your family. Keep both on hand and refer to them often as you accumulate your spiff coupons throughout the year. You'll be glad you did! Attention to Safety Cuts Insurance Cost, Increases Profits Would you like to cut insurance costs for Workers' Compensation by 30% or more? The answer must be yes. Safety means bigger dividends under the NAPA Safety Group Insurance Program. Each of you faces many problems in the day-to-day operation of your stores. And each of these problems can make a big dif ference in your "bottom line" figures, as insurance costs directly affect your profits. Your hidden costs are even higher. Under the NAPA Safety Group Insurance Program between the year 1979 through 1982: -- Vehicle accident claims were $599,447; 153 accidents were involved. -- Lifting accident claims were $394,752; 322 accidents were involved. -- "Struck by" accident claims $156,779; 954 accidents were involved. Addressing these three accident areas can substantially reduce insurance costs and your operating costs as well. The following are some guidelines to keep in mind. Vehicle Accidents: The key is driver selection. Unemployment is high. You can be more selective and hire better drivers. Check past driving records. New hires should not have more than two moving vio lations in the last three years; clean records are obviously best. Lifting Accidents: The key is training. Teach proper lifting methods. Get help when needed. Don't lift and twist. Use pre employment applications to know you are not hiring an employee who already has a back problem. "Struck by" Accidents: The key is pro per safety rules in your operation, as well as proper stock storage and training. Are safety glasses worn by your shop men? Can parts be pulled without other parts fall ing on your employees? Careful control of just these three areas can substantially increase your "bottom line" profits. Remember, your NAPA Safety Group In surance Loss Control Specialists are always available to help you with these problems. Just ask your insurance sales representative or call the NAPA Insurance Center at 800-241-3202. 9 EXCITING AWARDS FOR YOU ^RUftWithlt! INCREASE SALES AND EARN AWARDS! All aboard for the all new Jobber sales incentive pro gram for 1983 ... "NAPA Navy If! This is a program exclusively for NAPA Jobbers. And just listen to the fabu lous awards you, as a NAPA Jobber, can earn. There's a 7-night Caribbean cruise for two aboard the deluxe liner, SS Vollendam of the Holland America Line (registered in the Dutch Antillies) as well as an exciting selection of top quality merchandise awards. As a NAPA Jobber you can earn back all or part of the cost of your trips through your purchases of NAPA pro ducts. You can also earn valuable spiff coupons directly from NAPA manufacturers for purchases of specified products, product lines or change overs. And to help you move more product, we've also designed an excit ing sales incentive program for your customers! So you can win two big ways ... increased sales and a Carib bean cruise for two! You can offer your customers three ways to win in NAPA's 1983 sales incentive program for customers ... a trip for two to the Mexican resort of Puerto Vallarta, a 4-night Bahama cruise for two aboard the M/S Starward or a selection of over 1,800 merchandise awards rang ing from fine china and jewelry to electronics and furniture. Here's how it works. You set monthly goals for each cus tomer. When they hit or exceed those goals they earn back a certain percentage preset by you. They will also earn spiff coupons for purchases from NAPA manufac turers which they can apply to the trip or use for mer chandise. If your customer chooses, he may decide to apply all of his earnings to merchandise only. Your cus tomer chooses the awards that interest him most and you increase your sales through his increased business! Everyone wins with NAPA in 1983! Enroll all of your cus tomers today! The Deadline for enrollment is March 31. BAHAMA CRUISE Those customers opting for the Bahama cruise will spend five days and four nights aboard the M/S Starward enjoying the islands in the best possible way ... from the luxurious accommoda tions of the luxury liner. The ship stops at Free port, the Berry Islands and Nassau ... the best the Caribbean has to offer! PUERTO VALLARTA Customers who choose Puerto Vallarta choose five fun-filled days and four romantic nights in the most luxurious of Mexican resorts. NAPA Travel ers will stay at the beautiful Posada Vallarta Hotel located right on the beach. Gourmet meals, excit ing entertainment and a world of exciting activi ties will turn this NAPA trip into a travel adventure to be remembered! SPIFF COUPONS Both you and your customers can earn valuable spiff coupons for your purchases of NAPA products. If you haven't started receiving your coupons yet. contact your Distribution Center to find out how you can get in on these fantastic award winning opportunities! MERCHANDISE AWARDS Merchandise awards for everyone ... in every shape and variety ... are featured in NAPA's two new 1983 sales incentive catalogs. There are toys for the kids: clothing, sporting goods and elec tronic items for Mom and Dad: and appliances and furniture for the home. Our 1983 "Run With It" Deluxe Catalog of Awards will motivate your customers as never before! REMEMBER ... THE DEADLINE FOR ENROLLMENT IS MARCH 31. SPRING IS ON THE WAY! All-time great Bob Feller. . . KEEP THE BALL ROLLING! . . .and a proud trophy winner. NAPA's Spring Car Care Days are designed to build sales and consumer . awareness of NAPA in the spring. NAPA's Fall Car Care Days are designed to build sales and rekindle consumer awareness in the fall. But is there a way to keep the con sumer awareness generated by the Spring Car Care Days at a peak until the start of the fall promotion? The NAPA Richmond Distribution Center and its nine locals found an answer: Yes. Early last spring, representatives of the Richmond distribution center, its nine locals and certain NAPA supplier represen tatives joined together to come up with an idea for maintaining the consumer aware ness generated by the Spring Car Care Days throughout the summer months. Taking the time of year and most likely target audience (males 18-49) into consid eration, they felt their promotion should in volve the local ball park and Richmond's 12 team, the Richmond Braves (international farm team of the Atlanta Braves and a popular local draw). They finally settled on the idea of designating one night at the ball park as a special NAPA night. But as so often happens, one good idea leads to another. By the time the details were finalized, the arrangement with the ball park included: -- Renting the ball park (10,300) seats for the night of Saturday, August 14; -- Quantities of season tickets to all Braves games; -- A season-long advertising program utilizing radio, newspaper and the ball park's public address system; -- Special appearances by Braves players at the nine participating stores; -- A batting contest against all-time great Hall of Fame pitcher Bob Feller; -- Appearances by a dixie land band; -- And finally, what would become the theme of the overall promotion -- tickets and airfare for two to the 1982 World Series. With these promotional resources at their disposal, plans for the NAPA World Series Spectacular officially began. The distribution center, store and man ufacturer representatives went to work to get as much mileage as possible out of their new promotion idea. Beginning at the very start of the baseball season, the NAPA World Series Spectacular was advertised during every game via radio and the ball park's public address system. Having decided to use the season tickets as give-aways to draw people into the nine stores, newspaper ads appearing in the sports section of local papers told readers to visit any of the stores (names, locations and phone numbers were included in each ad) to pick up free Braves tickets. These newspaper ads also told readers about the A promotion involving the local ball team. . . word - that i >.ulii r>*tiif to haunt hm "It dn l k.is hi* ..-.id,f.1'' *." *n:r'*-K.-. TI.it-. ; r.-jsi.it, at*\.....t*'V NO M-` " why th? : {' till* N.ti' r..ii I/. .r.J'* 1 1 hi'tlrr 1 11! ;*i.t> '.mW-vv- V" :t *-1 *- iy r! ........ id it'd *">nl.ii-, al>\rui fvlvwrv i'hr i:t f rtn Shirk * i bc.tif And a-s I *ay. if wr 1 n t Kin n i. - c< :r <.*r. l-vst llt-rnrr the lari th* l>nv- wiil N- jtl.iytr^ c.t... r^-T.'S VISIT YOUR NEAREST GENUINE PARTS STORE TO PICK UP 619-6828 * Latest Results | Hmes*Dispatch coreboard FREE BRAVES TICKETS and register to bat against BOB FELLER tar prizes AT THE NAPA/CHAMPION CHA= WORLD SERIES <M> CHAMPI0N| SPECTACULAR SATURDAY. AUGUST 14. PARKER FiELO ' BIG DRAWING FOR PRIZES WINNING TICKET STUDS W.LL 6i DRAWN DURING THc AUG U GAME ONLY STUBS FROM IlCKtfVi PICKED UP A* GENUINE PARIS CO STORES WILL BE LNHREO IN IMc DRAWING. GRAND PRIZE: TRIP FOR 2 TO THE 1902 WORLD SERIES OTHER PRIZES. STEREO SET COLOR TV MICROWAVE OVEN __________________ AUTOGRAPHED BASEBALLS Register to bat ar<: ptc*. u? lro texas to in? Aug 14 game at all 9 ixabyi: Ganulna Part* Company 2030 Chambroayn# Avo 3214201 Genuine Part* Compary 501 Commercial Fid 232-6731 Gomrino Parti Company 5<06 D'it' Cutcr 0?>*o 233-6079 Canuine Parti Compony 5104 G'on AWon Dnvo 2-22-7290 Oenulno Parti Company 4rl2 Jctto^-On Darts Mwy. 271-9455 Gonulna Parti Company 000 -loulhick# Bfrd. 794-7626 Ganumo Part* Company Quartos Rd, A;j\oiyj 79M379 . . .drew over 10,000 people to the NAPA World Series Spectacular. Special coupons were distributed at the game to encourage repeat business. upcoming NAPA World Series Spectacular at the ball park, where activities would in clude the batting contest against Bob Feller; drawings for autographed baseballs, a stereo, color television and microwave oven; and, of course, the grand prize draw ing for a trip for two to the 1982 World Series. The ads went on to explain that the only way to register for these events was to ob tain tickets at any of the nine store loca tions. These ads, combined with guest ap pearances by Braves players at each of the stores for several weekends leading up to the event, would work to immediately start drawing extra traffic into the stores. Two weeks prior to the night of the NAPA World Series Spectacular, advertising ef forts were intensified. Radio and public ad dress system advertising increased, and special banners measuring 4' x 40' were printed and hung at the ball park to con tinuously build interest in the upcoming event. At the same time, drawings were held at each of the nine stores to determine the participants for the batting contest. Two winners were drawn at each of the stores, with the ages of the winners ranging from 6 to 40. Finally, August 14th arrived. In addition to the four huge banners on display, NAPA flags were raised on the ball park flagpoles. Activities began at 6:45 p.m., commen cing with the batting contest. Trophies were awarded to the winners in two categories: one for the longest hit off Feller. . . and one for the shortest. Still taking advantage of every promo tional possibility, coupons and certificates offering extra special savings were distributed during the game. This was to keep these customers coming back to the stores even after the special night was over. And then, the moment all had been waiting for -- the prize drawings. Over 100,000 people turned out to try their luck at winning the trip to the World Series of fered by this special NAPA promotion. The NAPA World Series Spectacular met with fantastic success. The promotion resulted in a 22% sales increase for the month of August, while an unusually high redemption rate on the coupons distributed at the game kept sales up for the first few weeks of September... just in time to head into the NAPA Fall Car Care Days. Is there a way to maintain the store traf fic and consumer awareness generated by the Spring Car Care Days? The NAPA Richmond Distribution Center and its nine locals feel there is.. .which is why they've already started plans for the NAPA World Series Spectacular for 1983. 13 HOW CRIME PROOF IS YOUR STORE? Nobody wants to lose their hard-earned cash or merchandise to the shoplifter or burglar. But it's an unfortunate fact of do ing business today that the rates with which these crimes occur jump with each pass ing year. Although the risk of either of these crimes cannot be totally eliminated, there are steps you can take to minimize your losses. SHOPLIFTING For many jobbers, the advent of in creased walk-in trade has brought with it an unfortunate by-product -- shoplifting. Good inventory control is the best way to determine whether or not shoplifting losses are occurring, and if so, how much. Shoplifting loss estimates vary by the type of operation and the efficiency of management. According to one estimate, losses of approximately .23 percent of sales for the well-managed store to as high as 1.5 percent of sales for the loosely con trolled operation can be blamed on shop lifting. And such a loss of money or mer chandise can cut into profits as fast, or faster, than anything else. Shoplifting tends to be highest in stores located in metropolitan areas. But regard less of location, no store manager can af ford to leave himself unprotected against shoplifters and their methods. 14 Professional shoplifters are sleight-ofhand experts. Under ordinary circum stances, they can -- and do -- snatch items from counters and pass them along to confederates without detection. As for the hand-is-quicker-than-the-eye techniques, professional shoplifters come equipped with coats with hidden pockets, slits or zippered hiding places. Hands can emerge unseen from these hidden pockets to snatch up articles directly from open displays. Many times, such performances are blocked from view by the open coat it self. These shoplifters are also adept at palming small items with the cover-up aid of gloves. Sometimes shoplifters have special hooks or belts on the inside of their coats or tricky aprons and undergarments de signed to hold innumerable articles. Some sleight-of-hand experts slip merchandise into packages or boxes that have hinged tops, bottoms or sides. Salespeople should try to keep an eye on shoppers who carry bulky packages or shopping bags into the store. These are handy receptacles for items which a shoplifter purposely knocks off counters. Some shoplifters do not confine their ac tivity to store owners. They even steal from other customers, picking up packages which store patrons carelessly lay aside in their pre-occupation. Price tag switching is another method used by shoplifters. This is an especially vexing problem for the owner or manager of a store, as it's almost impossible to prove the guilt of a ticket switcher. There's also the hazard of false arrest countercharges. Fortunately for the owner or manager of a store, the majority of shoplifters are amateurs rather than professionals. Unfor tunately, there is no one "stereotype" shoplifter to watch for: they come in all shapes, sizes and ages. With this in mind, the best protection a store has is a sales force alerted to various shoplifting methods. Employees must watch merchandise and people if they are to be successful in discouraging shoplifting in your store. Generally, your salespeople should be alert to persons wearing oversized, loose coats. They should also watch people carrying large satchels, pack ages and shopping bags. You and your people should be espe cially alert for "teams" -- shoplifters entering the store separately and pretending not to know one another. One of the team will attract the sales clerk's attention away from the partner by causing a fuss, asking unreasonable (continued on page 16) 1936 Auburn Speedster, Owner Tenny Natkin The Martin-Senour Difference An Exclusive Refinishing School for NAPA Jobbers Each year, hundreds of NAPA jobbers and their personnel attend the industry's most sophisticated refinishing schools: The Martin-Senour Training Centers in Illinois and California. Subjects covered include the entire Martin-Senour product line, plus three days of comprehensive classroom instruction. This is backed by actual "hands-on" experience in the training centers' workrooms and spray painting facilities. The training centers have grown in popularity year after year. NAPA distribution centers, jobbers, and their personnel are invited to attend the school most convenient for them. Schedules are mailed well in advance to allow ample time for making reservations. For additional information, contact your local Martin-Senour Field Consultant or Martin-Senour in Countryside, IL 60525. Paints, Tapes, Abrasives, and Adhesives SOME GENERAL RECOMMENDATIONS A store's layout can discourage or encourage shoplifting. For exam ple, high fixtures and tall displays which give visual protection to the shoplifter will encourage his prac tices. To destroy such protection, set your displays in broken se quences. If possible, run them for short lengths with spaces in be tween. Keep small, high priced items out of reach, preferably in locked cases. Keep valuable and easy to hide items at counters where clerks are in continuous atten dance. Or better yet, let the customer ask a salesperson to show him such items. If fire safety regulations allow it, lock all exits not to be used by customers. In addition, attach noise alarms to the exits which must be kept unlocked. Always close and block off unused checkout aisles. Keep tight checks and control on washrooms open to the public. Schedule working hours to assure adequate personnel coverage dur ing peak periods. Post anti-shoplifting signs. Make sure all employees know what to do when they spot a shoplifter. (continued from page 14) questions and creating an argument, while the partner picks up the merchan dise and makes a quick exit. It's a sad fact, but juveniles make up about 50 percent of all shoplifters, and indications are that this type of offender is on the increase. Sometimes they steal "for kicks," or sometimes because they've been "dared" to do so. It's a good idea to keep an eye on groups of unsupervised juveniles entering the store. Salespeople should also keep in mind that ordinary customers want attention, while shoplifters do not. When busy with one customer, the salesperson should acknowledge other customers with po lite remarks such as, "I'll be with you in just a moment." While such attention pleases ordinary customers, it can make a shoplifter uneasy. Your salespeople should never give the impression that they distrust customers, but they should always be alert to their movements. You should schedule your employees' working hours with coverage in mind. An adequate number of store person nel should be on duty during your store's busy periods, as these periods are most conducive to theft. Finally, and most importantly, you should instruct your employees about what they are to do when they observe a theft by a shoplifter. First, contact your lawyer or the police department in your area to find out what your state laws are in respect to the apprehension and ar rest of shoplifters. Tell them you're plan ning a meeting with your employees and would like to know exactly what should, and what should not, be done. (NOTE: This kind of employee training should be held periodically and reviewed at least every three months. Such know ledge not only improves your chances of deterring shoplifting in your store, but also can help prevent potential legal problems.) ' Now a few last words regarding the shoplifter. Most people are basically honest. Remove the temptation to steal and there is every chance that they will re main honest. But, unfortunately, the store manager must also protect himself against the minority who, for whatever reasons, will steal. And regardless of the type of shop lifter, the common answer that most give when caught is, "I've never done this before." Failure to prosecute "first offenders" en courages shoplifting. Even juvenile of fenders should be prosecuted through the proper legal channels. Youth is no excuse for crime, and you may well be stopping an unsupervised juvenile from becoming a habitual shoplifter. When every merchant in town follows the policy of prosecuting each shoplifter, the word gets around. Hardened professionals will avoid the area, while amateurs will think twice before yielding to the temptation to pocket a choice item. BURGLARY CHECKLIST How to Prevent it and What to Do if it Happens In many states, burglary is defined as entering without authority, or remaining in without authority, a building, motor vehicle, house trailer, motor craft or aircraft with intent to com mit therein a felony or theft. This definition means that it is not necessary to break and enter in order to be guilty. The burglar could, for example, enter during business hours and hide until after closing; or enter through an unlocked window or door; or even use a key to enter. In such a crime, it is up to the Prosecuting Attorney to prove the intent. Criminal intent isn't difficult to prove if the theft has been completed. The proof may be difficult, however, when the crime was interrupted before consumation. In such a case, the suspect may be prosecuted for criminal damage to property if he damaged the premises when forcing entry. If he is caught with keys or burglar tools, he could face a charge of posses sion of burglar tools. If you are a victim of burglary, call the police immediately upon discovery. Preserve all possible evidence and keep the area as undisturbed as possible to avoid obliterating finger prints or other marks which could aid police investigation. Check your cash repository, stockroom, shelves, etc. to deter mine your losses, as both the police and your insurance com pany will need this information. - Burglary, as with shoplifting, may not be avoidable -- but possibilities can be minimized. Check your buildings. Unused doors or openings should be sealed off. Ascertain that windows, doors, vents and other openings are secured. Are your locks a secure type which require a key to open them? Certain older locks can be opened with a plastic card or flexible tool. Use the following checksheets to make regular inspections of your premises and to pinpoint your weak spots.. .and then correct them. CLIP & POST To Protect Against Premises Burglary: Have all sides of the outside of the building well-lighted at night. Install special floodlights if the building is iso lated or if any side is in darkness. Keep any yard areas strongly fenced with barbed wire on top. Keep fence gates locked when not in use. Weeds around the outside of the build ing or the fence provide a good hiding place. Keep weeds cut. Keep night lights on inside the premises so that movement can be observed from the outside. Cover glass in rear doors and windows with heavy wire screening or iron bars. Double doors should be flush-locked with a long bolt. Position all door hinge pins on the inside. Install double-cylinder dead locks on all doors. Lock bolts should be protected against being pushed back with a thin in strument. High grade steel hasps will prevent pry ing, twisting or cutting. Inside locks should be designed and located so they cannot be reached and opened by breaking the glass. Protect show windows with metal grills or alarms if any valuable merchandise is left in them. Check the security of other openings in the building, including skylights, ventila tion fan openings, coal chutes, manholes, roof hatches and transoms. Sidewalk openings and their frames should be secured and properly locked. Lock up carefully each night, checking all windows, doors, safes, vaults and night lights. Make certain fire escape is designed so that burglars cannot use it to gain en trance to the premises. Ladders should be kept locked up. Be sure delivery vehicles are locked each night and that no parts, old or new, are in the cab or the bed. Have door locks changed when person nel changes warrant it. Make bank deposits during the daylight hours and avoid "risky" routes to the bank. Don't allow cash counting to be visible. Large sums of money exposed to view present temptation. To Protect Against Safe Burglary: Have burglar-resistive equipment. Most safes and vaults are designed only for protection of records against fire and are easy targets for burglars. Have safe installed in or near the front window where if can be seen from the street by passersby and police. Keep a light burning over the safe so in truders can be seen. Anchor safe to make it immovable. Remove wheels or casters and bolt the safe to the floor or mount it in a special concrete casing. Have the combination of the safe lock changed when personnel changes war rant it. Keep the combination confidential. Don't keep the combination of the safe in a desk drawer or written down any place where burglars might find it. Keep safe locked at all times when not in actual use. Avoid keeping the safe locked on only partial combination. Keep overnight cash exposures to a minimum. Keep cash and checks in separate bundles and put in different locations in the safe so burglars will probably not take both. Remove the money from the cash registers and leave register drawers open so burglars won't damage the registers. Keep securities in a safe deposit box at the bank.  DATELINE NAPA VOLUME 4 NUMBER 1DEARBORN, MICHIGAN __________________________________________________________ LIMITED EDITION NAPA Jobber and Son Help Hearst Claim '82 NASCAR National Championship The 1982 season was quite a spectacular one for Tom Hearst, NASCAR National Champion -- due at least in part to NAPA Jobber Hap Simmons and his son, Keith. Hap Simmons, owner of Oregon Auto Supply (Oregon, 111.) and Freeport Auto Supply (Freeport, 111)., was a primary sponsor of Hearst throughout the season. Keith Simmons, operating out of Oregon Auto Supply's complete machine shop, is engine specialist for Hearst's Tri-City Buggy Firebird. (The Oregon shop's major products are dyno-tested race car engines supplied to many of the best race car drivers in the Midwest.) Hearst, of Wilton, Iowa, drove his car to 26 wins in NASCAR competitions in Iowa, Michigan and Illinois, easily winning the Winston Racing Series Central Region before capturing the Winston Racing Series national championship. Engine specialist Keith Simmons accom panied Hearst to the NASCAR Winston 1982 Racing Series banquet in Daytona, Fla. on December 16, where they received their beautiful trophy and a sizeable check from Winston and R.J. Reynolds Tobacco Company. THE LIFE OF A COUNTERMAN I work behind the counter in an automotive store. Sometimes I'm called a "genius," sometimes I'm called much more. I claim I'm no mechanic, yet when the job goes sick The mechanic comes and asks me what makes the darn thing tick. I'm supposed to know the numbers of bolts and nuts and gears For every car that was ever made for more than forty years. I'm an engineer and machinist, and what not, Ah my Lord! I'm supposed to be an Edison combined with Henry Ford. But life would be a pleasure and I'd grin from ear to ear If the customer would tell me the MODEL, MAKE and YEAR! 18 AUTO FIRSTS HISTORY While there is little resemblance between the automobiles of the turn of the century and those manufactured today, you may be surprised at how long ago many auto inventions were in troduced. Check your knowledge with this short auto history quiz, provided by the Automotive Information Council (AIC): 1. In what year did the steering wheel come into general use? a). 1902 b). 1903 c). 1905 2. When were four-wheel brakes standard equipment on most cars? a). 1901 b). 1907 c). 1927 3. In what year was the patent applied for which carried the essential features of the modern gasoline automobile? a). 1879 b). 1895 c). 1902 4. When was the first motor vehicle race held in which any of the contestants finished? a). 1895 b). 1897 c). 1905 5. 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Your.dealers great;savmgs on NAPA mufflers can promote 20% off** of an OB- and shocks. * . type replacement muffler to their First, our popular 99$ , , ..-^customers. And shock sale is back foryOS ..... fWw $19,951 price,. another year.You andgg^g^l; ` tag on our your dealers will be economy muffler able to offer any customer who is another deal for the DIY buys three* Deluxe Heavy Duty, Both of our sales coincide with Radial S00TM or GrandeTM 60 NAPA Spring and Fall Car Care shocks, the fourth shock forjust Days so .there'll be plenty of color 99$: A super way to get your ful window streamers and posters. Contact your NAPA muffler and shock rep or distribution center for details on'Double Trouble..Also, find out how to accumulate travel or merchandising certificates through these programs,. 'Manufacturer's suggested retail price. `'Manufacturer's suggested list price. ^Manufacturer's suggested sale,price. him MUFFLERS & SHOCKS Division of Tenneco Automotive lHnnecq l