Promotion pays off

By Keilh Lanning Executive Vice President & Ceneral Manager California Redwood Association

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$50 billion each yearonhomeimprovement and that figure has been growing while the housing industry is at a standstill. Though there is strong competi- tion in the home improvement market, redwood holds a unique position as a result of over 70 years of promotion by the California Redwood Association.

In 1983, California Redwood Association will accelerate its promotion to the growihg home im-

Story at a Glance

More redwood promotion planned home improve. ment market is important target... redwood involved in new tv. series on remodeling.

provement market while continuing to promote all uses of redwood to architects, builders and consumers. Studies have shown that manufacturers who promote and advertise during poor market conditions can increase their market share and re- tain this advantage when conditions return to normal.

Soon, do-it-yourselfers will learn about a variety of redwood remodeling projects on the national PBS-TV series "This Old House." This popular series follows the complete renovation of a home and is aired by over 250 stations of the Public Broadcasting System. This season, CRA is working closely with the series producers as they demonstrate some of the many uses of redwood inside and out of the house.

One of our primary concerns has always been to provide redwood retailers with the finest sales tools in the building materials industry. We will continue to provide the highest quality advertising, publicity, literature and promotion for redwood during good times and bad.

If you are selling redwood, you're not out there selling it alone. There's a group of professionals working daily to tell your customers about redwood's beauty, performance and uses. Redwood has a pre-sold status.