Advertising can help you sell redwood

AlJ3:il:',Xo':l:ii,':f,l'#i; you sell more redwood.

Ads for newspapers, radio and tv are easy to create if you follow a few simple rules. In addition, there is a lot of help available to you. Redwood manufacturers and distributors have special promotion kits which contain ideas for ads including repro art, headlines, selling themes, decorative borders and end use illustrations as well as directions for putting it all together. Newspapers maintain people on their staffs capable of helping you to plan and execute an ad.

Art board or slides for tv advertising and sample radio scripts are included in some manufacturers' advertising kits. Radio and tv station advertising departments have help available too.

The most effective ads usually have seven attention grabbing elements.

(l) A headline proclaiming a catchy promotion such as a truckload sale or an 8 hour sale.

(2) A listing of redwood grades and patterns available.

(3) Prices

(4) End use illustrations showing decks, fences, etc.

(5) A coupon offer for redwood literature and building plans or an invitation to a redwood clinic, or both, to build store traffic.

(6) Prominent identification of the dealer and his location.

(7) Tie in promotion of related items such as concrete, stain, outdoor furniture.

Choice of media is important to the success of an advertisement. Local media within the major trading area of the retail outlet should carry heavy advertising for a promotion. An advertising barrage using all available media can capture more customers than a weak half-hearted attempt.

Organization of the special sales events to be advertised is equally important. Weekend, truckload and doit-yourself selling themes are popular for redwood. The more innovative the promotion, the more sales success.

(2) Stock Available

(3) attd Prices

(4) End Use

Special redwood sales promotion events can be tied into deck contests, deck building clinics, seminars on building outdoor furniture or play equipment for children. Special clinics or literature can emphasize the use of redwood for remodeling or new building as both exterior siding and interior paneling.

Timing is another important factor. Redwood sales promotions should be emphasized during the time of the year when homeowners are thinking about adding amenities to their homes.

Regardless of approach, dealers must promote and advertise to sell.

(4) Suggested End Use

Market opportunities are there for those who use all available tools to gain their share.

Story at a Glance

Ways to sell more redwood with eflective advertising...seven easy steps to creating ads with drawing power...special pro motions, clinics and giveaways to bring in buyers.

Crown Zellerbach expects to produce l0 million b.f. of lumber from second and third growth timber at its recently opened $30 million state{f{he-art sawmill at McComb, Ms. .Kimberly Clark is moving its world Hq. to Irving (Dallas),Tx....

Ace Hardware will hold an open house at their new distribution center in Maumelle (Little Rock), Ar., on March A; fottr Houston, Tx., Ace stores are going to Ace store of the future designs for demonstration purposes during the co.'s convention in that city, Apr.l9-22.

Belknap, Inc. has opened a new distribution center in Charlotte, N.C., taking over an existing warehouse; a new 35,000 sq. ft. DC wiil open in Riverport, Ky., on May 6, to replace the present Louisville operation; April 14 is the target date for opening the Dallas, Tx., DC now under construction.

Mr. HOW Warehousehas opened new Fl. stores in Tampa and Jacksonville with a Ft. Myers unit due to open soon; the parent co., krvice Merchandise, Nashville, Tn., is acquiring 5 Chicago area warehouse home centers from Forest City Enterprises. .

Lowe's is purchasing 8 Boise Cascqde retail building materials stores in the Dallas-Fort Worth, Tx., areai 6 in Oklahoma and 9 in central and northeast Texas plus two warehouse facilities and two door manufacturing plants for $50 million in cash. .

Utilizing its new format, kotty's will open minimum size stores (42,000 sq. ft.) in Spring Hill and Fernandina Beach, Fl., this spring as well as larger ones (75,000 sq. ft.) in Gainesville, Boynton Beach, Tarpon Springs and St. Petersburg,Fl....

this spring. . .The Paty Co., Piney Flats, Tn., is expanding and remodeling its Kingsport, Tn., store to a 4O,O0 sq. ft. warehouse-type unit. .

G & R Lumber Co. has opened a new sales office in Oklahoma City, Ok., Norm Rollins, mg. . . .Ray F. Sharp Lumber Co., Memphis, Tn., is adding a lumber storage shed. . .Western Forest hoducts has moved its Hq. from Climax, N.C., to Greensboro, N.C., and opened a branch in Atlanta, Ga....

Cook County Wood Preserving has opened a treating plant in Adel, Ga., Mac Mackey, pres.,and A. W. Skoropat, sales mgr. . .

Addington-Beaman Lumber Co., .Inc., Norfolk, Va., is opening a 30,000 sq. ft. warehouse and distribution center in Newport News, Va., this spring, Ernest E. Taylor, v.p. for branch operations, in charge. ..

Stripling Blake Lumber, Austin, Tx., is doubling the size of its decorative products dept. using warehouse space adjacent to the store . . .City Lumber Co., Jacksonville, Fl., has been repurchased by Bob Whatley, a former partner in the business. .

Genstar RooJing Products Co., Dallas, Tx., is set to open a new roofing plant in Joliet, Il., in the second quarter. . .Temple-Eastex, /nc., Dboll, Tx., has renamed its rigid foam insulation board Temho Insulation Sheathing. .

kasonqll Industries, ^Inc., has opened a $3.5 million, 210,ffi sq. ft. manufacturing facility in Pelahatchie (Jackson), lvls. . . .Mndow Coverings, /nc. has opened a new manufacturing and sales facility in Norcross, Ga. .McGrawEdbon Co. has aquird Metalux Corp., Americus, Ga., for an undisclosed sum.

U. S. Brass, Plano, Tx., has reorganized and enlarged its customer service dept. . .A group of investors, including senior management members, has purchased Hunter Fan Co., Mernphis, Tn., from Robbins & Myen for $14.2 million cash. .Ken-Mac Metals has opened a sales office in Greensboro, N.C., Hank Groch, ffiBr.

SCM Corp.'s Glidden Coatings & Resins div. has purchased a 60,m sq. ft. building in Temple, Tx., for an adhesive manufacturing plant slated to begin production April 1986. . .Rubbermaid Inc. will expand its Greenville, Tx., manufacturing operarion.

Hechinger Co. will open a wa.rehouse store in Greensboro, N.C.,

Texas A rc h it ec t ural Specia lt ies is the new name for Coker's Doors and Mouldings, Coffoe, Tx., recently acquired by Ron Rutherford. . .IdealLumber Co., Galveston, Tx., won the Clean Galveston Business of the Month award. . .D & D Millwork Co., Louisville, Ky., has closed. .

Housing starts surged 14.9s/o in Jan. Qatest figs), their best gain in 20 mos., to a seasondized annual pace of 1,830,000 units. . .while single family starts fell 490, apts. with 5 or more units were up a remarkable 76.1s/o to their highest point since Sept. 1973. .starts in the South were up only a tiny 0.690.