Revised WWm marketinq plan off and rolling v

THe Wesrern Wood Producrs

I Association's new marketing plan is a "10" -a l0 prong thrust at the problem of having its share of the retail lumoer market decline in some states, although it increased in others, from 1977 to 1982.

Developed by the WWPA Marketing Services Committee, led by chairman John T. Barrett, the ambitious marketing program has been honed and rehoned. Originally labeled Impetus, because this was precisely what it would give to Western lumber sales. it was approved by the membership in the fall of 1983.

Now, one year later, it has dropped the original title in favor of the more businesslike marketing program label. Several of its l0 components are underway with others to be phased in next year. The bottom line as far as lumber retailers are concerned is that they will be getting additional advertising and merchandising support in a number of different areas.

A major focus of the marketing program is outdoor decks, with efforts directed to new home builders, professional remodelers and do-ityourselfers.

Initial trade advertising has commenced, well in advance of the 1985 building season, to show builders and remodelers that low<ost outdoor living space can help sell more homes faster. WWPA plans to reach do-ityourselfers through publicity in the magazines they read most and in daily newspapers.

WWPA advances the idea that re-

Story at a Glance

WWPA marketing plan im. proved by months of planning and assessment...Outdoor decks, non.residential building, wood floor systems pushed... retailers to play important role in concept.

tailers may be missing the boat if they think outdoor decks are strictly a spring/summer sales item, and maintains that decks are still the growth opportunity in the repair/remodeling market in the fall season. The reasoning goes that vacations are over, the (Please turn to page 29)