July 1996	Volume 1, Issue 2

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Meeting Customer Demands

Perma-CoolŪ customers now have another tool to help them build sales; our new 24 fold consumer mini catalog! Crisp color images and concise point of sale information on our best selling products give consumers all the information they need to make a buying decision.

Counter top mini catalog merchandisers will be available soon. The merchandisers hold a dozen mini catalogs in a counter top easel for maximum exposure. The mini catalog is available to all Perma-CoolŪ customers and is ideal for use as a statement stuffer, race track handout and car show handout. Our new consumer mini catalog is another example of how we go the extra distance in helping our distributors enjoy sales in creases year after year.

Direct Communications (DCI), on May 1st. mailed a copy of our new Silver Anniversary catalog to every performance jobber in the United States and Canada! Over 24,000 potential customers have now seen the products of the 25 year young company that leads the industry.

We started receiving calls, and orders, from both existing customers and prospects within days of the mailing. To say the least, reactions to our latest sales tool have been very positive. The catalog begins by explaining the purpose of transmission and engine oil coolers followed by a detailed explanation of the Perma-CoolŪ Advantage. Color illustrations show why oil flowing through tubes with Turbulator fins dissipates more heat than oil that flows through hollow tubes. Results from testing by an independent lab back up our performance claims.

Product groups are presented with sharp color images combined with detailed feature and benefit descriptions. The catalog represents a 20% part number expansion with 3 new product groups; Competition Oil Cooler Coils, Competition Filter Mounts and Competition AN Adapter Fittings. The extensive user friendly application guide totals 24 pages. By-pass and sandwich adapter applications have been added as well as listings for most 1997 vehicles.

The silver anniversary catalog and our new consumer mini catalog were created by Larry Rodgers using Perma-CoolŪ's new Macintosh design studio featuring Quark Xpress software.

OHIO SPEEDWAYS GET PERMA-COOLŪ BACKING!

Perma-CoolŪ has agreed to be the primary sponsor of Barberton Speedway and Midvale Speedway's 1996 Top Gun Late Model Sportsman Series. In addition, we will be a co-sponsor for Barberton Speedway's 3 premier races; the Season Opener held April 20th, the Mid Season Championships on July 6th and the Season Championships on September 13th.

Our exposure includes a full size track-side billboard displaying our logo, continuous on-site public address announcements, inclusion in all race event programs and extensive pre-race advertising in five local newspapers.

Finally, over 150 Perma-CoolŪ thirty second commercials will be aired on the 3 local TV stations guaranteeing maximum market saturation.

Barberton and Midvale Speedways are ž mile oval tracks located in Ohio, one of our key market areas. Sponsorship of NHRA's Be A Winner Be a Member Series and Drag Racing Bulletin's big Bucks Bracket Series will be featured in the next issue.

COMPETITION OIL COOLERS FILL A NEED WITH RACERS

Racers are constantly telling us about the poor performance and high failure rate of the stacked plate coolers in their race cars. The basic stacked plate design impedes the flow of air through the cooler and the cooler's oven braised construction makes it vulnerable to cracks and failure in stressful racing environments. In other words, the stacked plate coolers tend to 'BURST AT THE SEAMS"!

Perma-CoolŪ single and double row header style coolers provide the highest BTU transfer. Aluminum competition coolers feature side by side entry & exit ports and are ideal for low air flow application.

All Competition Oil Coolers are 100% pressure tested to 300 PSI and are backed by a lifetime warranty. Refer to pages 10 and 11 in our Silver Anniversary catalog for more information.

HIGH FLOW COMPETITION FILTER MOUNTS AND ADAPTERS!

Our new Competition Filter Mounts and Adapters have already generated a great deal of interest. These hard anodized filter mounts and related accessories are ideal for racing applications due to their high flow, leak proof o-ring ports. O-rings provide a positive seal at the port even when a worn fitting is used as they do not rely on thread integrity for sealing.

Perma-CoolŪ Competition Filter Mounts and Adapters can handle AN fittings with a maximum 1" hex. Interference may occur using larger hex sizes (1 1/6" up). For easy installation we recommend Perma-CoolŪ AN Adapter Fittings.