New media push sells PT

!|TOLLOWING the rheory rhar an I' informed consumer is a better customer, the wood preserving indus[y is in the midst of a multi-faceted communications progran underscoring the industry's commitment to increasing consumer awareness of treated wood use and cornmon sense safe handling procedures.

A collective effort of the indus0ry's new Treated Products Communications Council, the program is designed to more effectively cotnmunicate with target audiences through careful coordination of strategies, resoufces and efforts, says Jerry R. Harke at the American Wood Preserven Institutg which spearheaded the council with the Southern Pine Marketing Council of the Southern Forest Products Association. Charter members include the Southern Pressure Treaters Association, National Timber Piling Council, Railway Tie Association and Western Wood Preservers

A new publication, "Answers to Often Asked Questions About Treated Wood," has been created for professionals often asked about feated wmd uses and safe handling procedures, including county cooperative extension agents, architects, engineers, foresters and faculty memben in forestry departments at colleges and universities. Targeted promotions are being used in this portion of the campaign.

In over 80 pages, the new publication answers questions about treated wood applications, preservative depletion, health, environment and consumer information with each section tabbed for easy reference. A second publication of treated wood facts designed for the consumer will be available late this spring. ed at a Home Depot near Atlanta, Ga., testing the effectiveness of store signs in reaching the customer.

Electronic scroll slgns, shelf talkers and plastic encased hang tags plus two styles of signs attached to lumber carts will be rated for effectiveness in motivating customers to "see a sales person for a Consumer Information Sheet."

Intercept personnel will survey each customer approaching a checkout counter used exclusively for lumber purchases in the test store. The questions will help to establish the effectiveness level of each sign.

Institrrte.

Followingnational public opinion research on Eeated wood, the industry launched the new program with a distribution of feature stories monthly to about 10,000 newspapers and magazines around the country through News USA, a camera-ready news syndicate. The consumer-oriented articles discuss uses of treated wood as well as safe handling procedures and explain how readers can get free treated wood Consumer Information Sheets. To date, the council estimates 6,200,000 homeowners have learned more about pressure ffeated wood ftom these releases.

To reach the fuhre user of pressue treated lumber still in high school or college, the indusry will test a video featuring football gfeat Burt Jones, who is now a part of the wood treating industy. After portraying his career with the Baltimore colts and Los Angeles Rams and selection as Most Valuable Player, the story line will ransition to a video tour of the forest and treated wood industry. Upbeat music and a fast moving fonnat are calculated to hold the viewer's interest. The film will preview at several Louisiana high schools this fall with nationwide distribution in the spring ot 1994.

The third part of the campaign concentrates on the need to remind customers to ask for Consumer Information Sheets when they buy pressure treated wood products. A special five week field experiment is being conduct-

Following analysis, research results will be available to help retailers select the most effective way of providing customers information about treated wood. AWPI will measure programs in semi-annual indepth telephone surveys with randomly selected individuals and annual public opinion surveys. This will continually improve and increase consumer awareness levels. Ilarke said.