Merchandising redwood

pl EDWOOD wholesaler-dealer proI I motion programs boosted sales throughout the West last year. Here's a summary of merchandising ideas, sales seminars and advertising plans, some initiated by California Redwood Association mills, that have great potential for 1977.

COLORADO, UTAH EXPAND ADS

Hugh M. Woods Co., Denver, Co., saw 1976 redwood sales increase 20% with 2-3 fuil page newspaper ads and an S-page flyer every month through last summer that included redwood. Lumber merchandised in easy-toreach bins marked by length and price also boosted sales. Woods expects continued success in'77, with its seventh Denver area store due to open this summer.

Imperial Wholesale, Salt Lake City, ran radio ads worth $2,000 last summer with CRA mill cooperative ad funds. Consumer responses directed to local dealers boosted interest for more ads in 1917, and Imperial plans redwood seminars this summer for 250 dealers from Utal.r and Idaho.

SEATTLE, PORTLAND PROMOTIONS

Seattle Lumber Supply & Warehouse, whose redwood sales have grown 15-20% a year for the past l0 years, plans new weekiy newspaper ads, also with CRA mill cooperative funds. The dealer is participating in Seattle's 1977 Horle Show, expected to draw 120,000 visitors this month, and, with l2 other redwood dealers, in a local building show later this Spring.

Carl Diebold Lumber, Portland redwood wholesaler with 30% of business in retail sales, plans to advertise to consumers in city and suburban newspapers, and distribute to dealers CRA product literature worth $900 for point-of-sales aids.

CALIFORNIANS' CAMPAIGNS

Yaeger & Kirk Lumber Co., Santa Rosa, will continue its very successful newspaper ads and monthly 16-page insert this year. Pricing and advertising complete redwood deck lunrber packages boosted deck sales by 25'/n last year. Although affected by drought conditions now, Yaeger & Kirk has enjoyed major growth since ntoving into a fornrer car dealership yard in June, 1974, that increased store space from 4,000 to 14,000 sq. ft.

South Bay Redwood, Orange, Ca., will distribute new catalogs of CRA literature worth $1,250 to 250 dealers this year. With a 30% redwood sales jump last year, mainly fronr growing residential and low-rise comtlrercial demand, the wholesaler has added four sales representatives, increased dealer mailings by 50%, and plans to make presentations in more local dealer meetings in 1977.

South Bay is also considering a new (Please turn to poge 43)

Story at a Glance

Throughout the West, redwood sales are up f or both dealers and wholesalers, a number of progressive industry firms have already set extensive redwood promotion plans for the balance of '77.

At Kimberly-Clark, we load trucks from 7:00 a.m. to 11:00 p.m. When the sun goes down, our lights come up, so our crews can load you up with our strapped, wrapped lumber, a mixed load if you need it, and have you on your way in in 500 no time at all. In fact, if you're withmiles and you can get your truck here before 5:00, you'll probably be unloading tomorrow morning. At Kimberly-Clark, we're not hiding our lights under a bushel.