Wholesaler expands market with sales promotion

and aggressive mar- are paying off for IvlG Building Materials, producers of pressure treated wood in San Antonio, Tx. In the pressure treating business for only two years, it has developed into a major wholesaler.

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"Too many companies are more concerned with talking about what they've got than listening to what you need. This is an attitude we cannot afford at MC Building Materials," explains Larry Grothues, president. "Our business is based on producing the highest quality pressure treated wood in Texas, and servicing our customer's needs."

MG Building Materials of San Antonio became an Osmose licensed treating plant in 1982. With sales conducted throughout Texas and the neighboring states, MG experienced a 3690 sales increase in 1983. Total production was set at 27 million board feet, with an additional l79o growth expected during 1984.

"The fantastic growth in our short two year history can be attributed to our aggressive marketing program, and problem solving policy," said Richard Boorman, sales manager. "Our marketing program is designed to build a new image for MG, from a small independent retailer to a major wholesaler. "

MG's 1983-84 Sale-A-Thon quickly

Story at a Glance

Sale-A-Thon builds aggressive image. .hot line, rebates help customers. . .new prgssure treated products give last tums . ..market problem solving bolsters sales.

established this new identity. Designed to increase sales during the traditionally slow months, the program offers the opportunity to qualify for prizes based on the volume of lumber purchased during the sales period.

Boorman noted that. "The Sale-AThon was extremely effective, especially since it coincided with the Osmose Major Accounts Program. In this program, large purchasers of Osmose brand pressqre treated wood qualified for manufacturer's rebates direct from them. This enabled our customers to get both prizes from MG and a cash rebate from Osmose."

T0TAL production of 27 million board feet stressed maintaining standards which produce the highest quality pressure treated wood. Modern equipment helps to achieve this goal.

MG Building Materials is a firm believer in supporting their retail dealers at the point-of-sale also. MG offers a variety of promotion aids, from signs and banners to free d-i-y building plans and educational audio,/visual programs.

MATERIAL lrom MG is shipped throughout Texas and to neighboring states. Last year they experienced a 36% growlh in sales with 17% predicled for this year.

"We will also be supporting many of our customers with a new sales progrErm from Osmose," Boorman continued, "the Osmose Preferred Dealer Program. We have already enrolled nearly 100 retailers in this program."

"Of course, advertising is only one service we offer." Boorman said.

"We are also concerned with providing our customers products that will give them fast turns. To this end, we introduced 5/4 x 6 decking lumber in 1983. Since then. it has become our most popular product. It is easier for the do-it-yourselfer to handle, and enables him to lower his deck building costs by about 2090. As other challenges present themselves, we will solve them with the same end result of serving our customers better."

"So as you can see," Grothues concluded, "MG's marketing philosophy is simple: Excellence is achieved only through consistency, innovation, and quality."