Why har

By Patrlck Pearson I lardwood Manulacturers Association

n ROI'lTl Hardwood specialty F products like mouldings and millwork have the potentialto be big money makers for home centers and lumber dealers.

Up to now, d-i-yers, builders and architects have sometimes shied away lrom hardwood millwork on mid-level building and remodeling projects because of cost. Of course, cost is relative to value and today the consumer appears willing to spend a few extra cents per linear foot if he or she thinks there is some benefit.

Very little attention has been paid to promoting solid hardwood specialty projects. Despite the fact that the four major product lines (boards, panels, moulding, flooring) are estimated to represent nearly $l billion in annual retail sales, they have been ignored. Regardless, the solid hardwood specialty products segment of the market is growing dramatically.

Now. however. the Hardwood Manufacturers Association has developed a promotion program for specialty products much like the successful campaigns it created and now manages for the solid hardwood furniture and kitchen cabinet industries. HMA's campaign to enhance consumer awareness of solid hardwood furniture, cabinetry and now millwork, involves a 3/4 million dollar investment by the hardwood lumber industry. This investment pays for the development of timely marketing communications and point-of-purchase support for manufacturers and dealers. The furniture and cabinet campaigns are built around the "Solid Hardwood From