MARKET PLAN

(Continued from page 19) weather is cooler, the family has had all summer to decide what they really want in their own deck, so logically they are ready to build a deck at this "untraditional" time of the year.

As the WWPA outdoor living promotion unfolds, participating retailers should be able to feel increased sales activity in pressure-treated and untreated lumber as well as the naturally durable species.

For lumber retailers who want to tie in with this deck promotion, WWPA provides free merchandising kits. Included are a cassette tape of 30 and 60 second spot announcements (with room for the retailer's own message), newspaper "ad slicks" for use in local advertising, a page of "clip" art for creating more ads or direct mail pieces, an eight-page photo book of deck ideas, and an eight-page presentation folder that can be used to convince prospects to take buying action. The latter piece also serves as a ll" x 34" wall poster or banner to attract additional customer attention.

Nonresidential building construction is another part of the marketing program already launched.

Because this promotion is directed at architects, the critical decisionmakers in the nonresidential building malket, retailers should benefrt in additional lumber sales. It is expected that architects will be making more contacts with retailers inquiring about the availability and prices of lumber products, resulting from the anticipated increase in the use of Western lumber for all types of commercial, industrial, institutional, and multistory residential structures.

Full<olor advertisements will appear regularly in trade publications. Two new nonresidential publications are being offered in WWPA advertising, a 40-page technical guide and a design idea book. Retailers also may obtain free copies from WWPA.

Architectural seminars are being offered by WWPA. These often result in new business that may not otherwise have developed for local retailers.

Wood Floor Systems for both new and remodeled construction are being emphasized as another market. The Plen-Wood under-floor heating and cooling system, Permanent Wood Foundations and similar developments will be featured in advertising and publicity.

The association plans to employ comparative cost data now being gathered to show a definite advantage in using Permanent Wood Foundations over concrete slabs. According to association figures, a joisted floor system adds approximately 2,2N board feet of lumber to each house.

WWPA also is cooperating with the mobile home industry in an effort to put more pressure-treated wood foundations under manufactured homes in the future. The Permanent Wood Foundation enables buyers to qualify under HUD Sec. 203b for mortgages with long-term loans and usual loan interest rates when they place doublewide models on their own lots.

Barrett emphasizes that lumber retailers are the key to the effective distribution of Western lumber, and the retailer-oriented portions of the WWPA marketing program have roles connected to virtually all other user{ategory audiences

-builders, remodeling contractors and consumers.