Redwood To The S,6ut,h

1994 redwood shipmenls by cRA members (Arcata Redwood, Bdtt Lumber, Georgia.pacific, Harwood Products, Louisiana-Pacific, Miller Redwood, Pacific Lumber Co., Redwood Empire, Schmidbauer Lumber, Simpson Timber), reflecting about 90% ol ihe entire industry, (allfigures are in millions of board feet meaure)

Be Talkative. You or a knowledgeable employee can host a local radio talk show. Invite product manufacturers, local builders and other experts on as guests. People like to participate, and a call-in format that answers how-to questions on the air has proven to be a successful formula.

Be Neighborly. People tend to patronize businesses that are familiar to them. Sponsor a Little League or other local sports team. Place ads in high school yearbooks and in programs of local events. Contribute to and participate in local charities and fund raisers. Maintain memberships and visibility in business and community clubs and organizations.

Marketinq to Builders and designers

Be a Servant. To attract professional customers. tailor store hours to their schedules. Be ready to open credit accounts and to negotiate prices for quantity buys. Be dependable about delivery schedules. Be helpful and flexible when project emergencies arise. Be cheerful and accommodating in your return policies.

Be a Partner. When a pro customer pitches a potential client, he is also, in effect, acting as your field salesman. Help him close the deal by providing idea-starting booklets and videos that help customers visualize the completed project. CRA has artwork for redwood deck builder news- paper and yellow pages ads, plus doorhangers to help deck builders target a neighborhood. CRA also offers banners and a neon sign for customers with an office or showroom.

Be a Matchmaker. Start a referral service to help consumer customers connect with dependable local contractors and designers. Give each consumer a list of several to contact. To maintain quality control, periodically check back on these referrals.

Be a Desktop Publisher. People like to see their name in print and to read about others in their field. Create a newsletter for and about local builders and designers. An interesting format might include articles about innovative building products, a round-up of new neighborhood projects, profiles of local professionals and a column with general news about builders and designers in the area.

Be an Educator. Organize informational events for your pro customers. Include product representatives and displays. Schedule presentations and videos about interesting aspects of the building industry.

Be a Social Lion. Become known for an annual party for local professionals. Specialize in a regional format such as a clam bake, crab feed, fish fry or barbecue. Ifit is well organized. it can become an event that is looked forward to and talked about afterward.