Spreading the word on redwood

T HE CALIFORNIA Redwood

I Association's carefully planned combination of advertising, promotional and informational publications, and publicity maintains and creates new markets for top-of-theline redwood products.

For several years, CRA members Arcata Redwood Co., Miller Redwood Co. and the Pacific Lumber Co. have funded a special association promotion targeting redwood siding, paneling and clear decking at consumers! specifiers, builders and remodelers.

Three new CRA specifier magazine advertisements highlight the l99l campaign. An image ad showing a custom-designed, high-end deck will run in builder and remodeler magazines such as Qualified Remodeler. Two new ads for specifier magazines have a designer/ builder interview theme with several photographs of redwood projects and drawings of special design and building techniques. They will run in Fine Homebuilding magazine,'othe Bible" to a dedicated, detail-oriented readership of 300,000 custom craftsmen and wood users.

Image ads promoting redwood residential and commercial exteriors and interiors are also runnins in architect, builder and remodeling magazines throughout the year.

Added to the extensive library of CRA siding and paneling literature is a new 8-page color booklet, "Redwood: Art in Architecture," on exteriors and interiors. The booklet will be inserted in The WoodBook, an annual specifier's guide that circulates to 38,000 architects and designers.

Story at a Glance

California Redwood Association's annual marketing program includes ads, literaturc and pub licity. info for builders and specifiers, hand-outs and leaming aids for rctailers.

The association is also reaching specifiers in l99l with two issues of Redwood News, highlighting new redwood commercial and residential designs. Published for over 35 years, the magazine circulates to 23,000 architects and other building professionals.

Specifically for retailers, CRA now offers two new videotapes, the 8-minute Redwood: Beauty That Lasts and the l8-minute Properties and Uses of Redwood; a 4-page technical data sheet, "Using Redwood: An Environmentally Sound Decision," and an award-winning correspondence course, Redwood Basics .for Sales & Marketing.

ForJiee sample copies of CRA's siding and paneling literature (Uppers-91 package), contac! California Redwood Association, 405 E4frente Dr., Ste. 200, Novato, Ca. 94949, Gl5) 382-0662.

EEFING up redwood sales by $5000 to $25,000 a monrh may sound like a dream to many dealers, but to those with deck specialist trade, accounts of that size are a reality.

A survey of deck builders across the country revealed that on average a deck builder does about I 2 jobs a month. Individuals who specialize in large, elaborate, custom designed structures average onejob every four to six weeks.

The smallest average monthly redwood lumber bill reported was $800 from a small company which contracts about one deck a month. The average deck builder spends $5000 per month on redwood. One builder on the east coast averages $25,000 a month in redwood purchases.

All deck builders surveyed agreed that service is the prime consideration in selecting a redwood dealer. Their definitions of good service usually began with "a pleasant, good working relationship which includes hand picking each piece of redwood by my people or theirs." Being able to return any poor material which might inadvertently slip into an order is important. Other service requirements include delivery, on a few hours notice ifnecessary; special ordering; charge accounts, and billing flexibility.

Quality material is a deck builder's second consideration. Select all heart and clear all heart grades are a must. Some deck builders specify kiln dried while others want only green lumber. Suppliers are expected to buy from top quality manufacturers, allow hand picking and be agreeable about rejects.

Price is third in most deck builders' requirements. They are willing to pay for superior quality and service although they expect a dealer to be competitive with others offering comparable benefits. "No goudging" was the way one deck builder phrased it.

Most of the deck specialists surveyed like the idea ofone stop shopping for all materials needed if quality is good and prices competitive. Although some order in quantity from wholesalers or manufacturers and a few travel to the closest warehouse store for a cheaper price, most purchase other needed materials including fasteners and finishes from the redwood supplier. Penofin