Atlanta likes Permanent Wood Foundations

ERMANENT Wood Foundations have nerer been a big thing in the urban areas of the southern states. as tjealers well knorr. \o lt gr()up oi' riootl products associations decided to find ttut wh)'.

The American Pl1 wood Association. American Wood Council. Southern Forest Products Association and the Western Wood Products Association put together a series of marketinc tircus groups with builders to detertttine uhr they and others weren't usin,c the Pertttanent Wood Foundation.

The results were fairll predictable. Builders thought that PWF honles. weren't being built because consunlers wouldn't accept them. The) reconlnrended tar!:eting an ureit. reeruiting builders to construct PWF honles and promoting them to the consunters.

The resulting prontotion in Atlanta. Ga.. was the single largest etlbrt ever undertaken to boost rvood tirundation sales. Three construction firms 'u"'ere selected to demonstrate the Perntanent \\bod Foundation in their homes. Joe \1. Brown. Inc.. Koppar Homes and John Wieland Homes. Subcontractors \\'ere given formal truining. on-site assistance and troubleshootin-e aid plus engineering assistance to convert existing plans.

The wood product: asrociationr spon- sored open hollse e\ent\ at each ctlttlpleted house tirr realtor: and ker .\tlanta figures. Some 600 pc'ople learned hori the Perntanent \\irod Fourtdatitrn ua: huilt antl rrhut ilr ltdrlttttuges sere lirr builders and burer:.

A publicin blitz \\rr\ rttountcd. generatinc article\ in the real e\titte \ection of the Jturnwl-Ctnrsinriltt lnd nei_shborhood ne\\\papers. Adrerti:ittg also plalc-d a large part in generatrng consunrcr interest and building traffic.

\earll -1.000 people toured the homes durinsr the open house erents. Each r isitor nas liven a handout on the honre and a tull color c()r'tsurlter brochure on the *ood tirundation. A P\\'F nrerchandising erhibit ua: di:plared in each honre uith a continutrur reel r ideotape sht'xr ing hou it uas built.

A consunrer pret'erence surrer handed

Story at a Glance

Focus groups initiate PWF trial by builders . . . 4,000 consumers tour and rate homes 69% would like to live in a PWF home.

()ut ut thL. [1rp1g5, p11\ itled r ital inttrrrttali()n (rn c()n\ulltcr utlitutle. lfrrut the P\\ F Fullr 69(i 'litl ther rirrultl like ttr lire in a P\\'F htrnrr'. lJ'i *erc unrure and l-'i .uitj tt,t. The r idet, prored ltr be a r alurrblc .ltle. aid ar --( i rr htr riatched it .rrid ther ntruld like to lirc in a P\\ F htrrnc . rr h ile on lr -i6'', * htr rri::ed thc r idr'tr \\ere p()\iti\r' Jb(rut bur ing thc P\\ F. -\tjer thc pronttrtion \\lI: i)\L'r. the rr trt rd prrrdtrCt\ :.t\\(\' iltt i()n \ \\ c'llt hltck I() the buildr'r. t() hetr their trpinionr on the \ucce\\ ()l' the prosrarn. The higgert ditt'icultr u ith the.\tlantu Pernranent \\trod Foundatitrn prosriint. acc()rdin.' t() the hurldc'rr. rrl'ls arailabilitr of titundation cri.rde trc'ated nlrtl'rirl. Since the buildcrr had ttr nlrkc' spcciitl arrtnnellletlt\ \\ lth it Irei.rler ttr pick up rrtaterials trorll the plant. ther c'rprer.ed ctrncern tirr the tirtLrrc tri P\\'F rllc' it'nrltenalr \\ere tl()t rtrrked br dealc'rr ilt .\tlantt. plrllos-up tirr thc progranr include. direct niail piecer *hich sill be senI t() .\tlanta area buildcrr. Ther alro *ill be inrited ttr attend u rrtxxi ttrundation inrtallalirrn ut u dc'nl()n\triltion honle. \oir that rcceptance hls heen achiered br the crrnsuller and a nucleus of builderr. it reertt: an ideal tinte ttrr dealerr 11r join the Pernranent \\tnd Foundation prontrrtitrt.t.

CedarPro@ incense cedar siding from p&M is a number one choice with builderJnationwide. pre- Iered for its high dimensional stability, its resjstance to warpingandchecking, moistire and decay, premium CedarPro incense cedar is a lightweight siding material that weathers beautifully. Visually appealing, it lends an exciting dimension to a wide rang€ of, home styles. ln addition, p&M offers a variety of siding patterns, some reversible for either rough-sawn or smooth-milled effects. Andall CedarPro products meet American Lgnlgt Standards and are graded to !,VWPA rules to assure you oT consistent hish-quality material shipment after shipment.

Call today and find out more about Cedarpro siding_ and other premium wood products from P&M . . where your success it our business.

P&M Cedar Products, lnc.

P. O. Box 7349, Stockton, CA 95202 (209) 9s7-6360

!,ha1l9s W. Moss, Nofionol Disrribution Manager

Vic Hadley, Commercial Sales

Or contact your local distributor: Woodford Plywood, Atbany, GA (912) 883-4900

L & L Lumber Co., Huntsviile, AL (20S) Sg3-9220