Encou rage redwood sales with exciting promotions

,'^IREATING consumer excitement creates sales as many lr.-zredwood dealers are discovering. A regional salesman for North Carolina-based Epperson Lumber Sales, Glen Erhardt, Put a new twist on an old idea last sunmef to qeate interest in redwood decks in Richmon4 Va

Strting with a biUbmr4 he soon the conpany advertised during Univenity of Kentucky football games last fdl and UK Wildcat baskebatl bmadcasts this seagon.

The California Redwood Association's annual derl contest is anotlg g€at way to boost rcdwood sales. C$A is teaming up had people looking, talking, calling him and buying redwmd. 'Not just any billboar( though," he explains. 'oThis was one of the biggast on one of the busiest streets. We blew uP a deck photo and attached a custom 6x20 redwood deck lo it. That was my offrce."

The rwo month promotion lined up cofpofate sponsofs, including Pacific Lumber Co., Simpson and Latticeworks of Orcgon, and regional lumber companies such as N. B. Goodwyn & Sons, Ricbmond.

"We created interest by calling locd w, radio and newspaper report€rs. Our phone number was on the billboud and I had a cellular telephone so people could cdl me. A fair with food, music and giveaways attracted a big crowd," Erhardt recalls.

Two radio stations did live remote brmdcasts frm the deck, the local newspaper ran ft,ont page photos and aradio station bosted Erhrdt on a 30 minute show. The promotion increased redwood sales. Plans are in the worts for a bigger promotion with another Richmond lumber dealer.

But promotions don't have 0o be this spectacular to be successful. Simpler ideas also attract attention.

Mike Benson, Falls City Lumber, Louisville, Ky., reports good results from promoting redwood during radio sports broadcasts. Cooperating with local lumber yards' again with Honw Mechmtirmagazine. With 1.1 million read€rs' it wiU feanre 1992 w.inners in the July/August issue with 1993 infcmation and entry blanks. Dealers can use banners, countertop cards and entry fcms available from CRA. If they sponsor a dock @ntest, CRA will coordinate enEies, entering tb€m in be natimal oontesl CRA and Honw Mechour will judge enries. Open to d-i-yen and p'rofessionals, the conte.st offers prizes from $2,000 !o $750 as well as the chance to be fea[red in a nati@d publicatio. Enuies close Sepr 15.

Regardlass of the direction you take, yott will find creating excitement creates sales.

Story at a Glance

Ways to boost ndwood sabs ldec for spectacular and slmple promotlons including a GRA deck contest.

,1|| REDWOOD sale is not complete 4\ntil the customer buys a product from your paint deparfrient

This must be stressed in training redwood sales people. While the customer may think redwood will darken and bleach naturally to drifnvood gray if he leaves it alone, the process takes a long time and he'll be happier if he speeds things up with a coating.

Show some color photos to illusEate ttre appearance of redwood with vrious ftnishes as well as what happens to the unfinished wood. These will help a customer to select the look he wants to achieve. Enphasize that redwood accepts many different finishes, with adequate preparation the key to success with all of them. (See accompanying chart.)

Recommend using water repellents, stains and bleaching oils containing mildewcides. Brushes or rollen are needed to apply these. All surfaces should be clean and dry with unseasoned redwood having air dried for one month prior to finishing. Caution customers not to use varnishes, lacquers or other film-forming finishes. Incompatible finishes should not be mixed and a sprayer should never be used.

Natural appearance finishes are best achieved with clear water repellents with mildewcide. These allow color and grain to show through. Bleaching oils should be reconmended if a natural gray finish with low maintenance is desired.

For exterior use, either semitransparent or ligbtly pigmented stains will higblight redwood grain. Such finishes are considered "breathable." Opaque stains can add color. They also are classed as "breathable." Oil based stains are the best recommendation. Paints can be used if a traditional look is desired.

Interior finishes can be left bare and will darken with time, but this method is best used on areas requiring little cleaning. Clear lacquer can be recommended only for areas requiring minimum maintenance. Wax finishes are good to highlight the natural appearance of the redwood and provide some protection. Alkyd resin sealers and Danish oil finishes give a natuml appearance with a moderately durable finish. Areas requiring soubbing and heavy cleaning need an alkyd resin or a polyurethane varnish finish that will withstand cleaners.

Color can be added with semitransparent or opaque pigmented stains or