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The Material Difference

The latest weapon in the independent lumber dealers' ongoing battle with Big Box retailers is currently being rolled out by the National Lumber and Building Material Dealers Association.

The program is called The Material Difference and its logo appears in the middle of this piece.

The name is a clever play on the purpose of the program, which is to explain how and why the independent differs from his competition. Implicit are the many advantages to the customer that only the independent brings to a lumber and building products transaction.

Over the years, the mass retailers have drummed home their message of low price, wide selection and quality products. The ambitious goal of the NLBMDA marketing program is to blunt and eyen overcome that public perception. The nationwide effort seeks to convince buyers that better value, industry expertise and, yes, good

DAVID CUTLER editor-publisher

prices can be found at your local lumber dealer.

Community-based dealers bring a great deal to the party. Dealers and their employees know building products and how they should be used in local building. Beyond that, their sense of community, what is best for their home town and the impact of their work are all intangible factors of importance to a customer. Their knowledge of the intricacies of lumber are not matched by the minimum wage clerk at the Big Box unit down the street. At the end of the customer's project, the knowledge input by the local dealer can mean the difference between success and frustratio.r anC :ln easily result in a final price lower than the come-on loss leaders at the competition.

By positioning the local dealer as different from and superior to mass retailers, the NLBMDA has taken an important step forward in aiding not only its members but all small chains and yards.