The How-To's of Redwood Promotions

D ROMOTING redwood as a ! specialty product can pay big dividends in increased sales and profits.

The following compilation, taken from the California Redwood Association's survey of western redwood wholesalers and retailers, offers the how-to's of successful redwood promotions.

SEMINARS

Redwood product knowledge seminars or presentations can be used by wholesalers to acquaint dealers with the unique properties and uses of redwood as well as the different grades. Wholesalers have used casual lumber yard meetings and dinners in reserved hotel conference rooms to make redwood presentations more attractive to dealers.

Drawing on wholesalers' experiences, the CRA advises the following: o Schedule presentations during retailers' slow season and contact them well in advance. o Keep sessions under an hourand-a-half and use the time lo get to know dealers' interests and problems. o Accompany presentations with the Redwood Inspection Service grading manual, Standard Specilications .lbr Grades o./ Califbrttia Redwood Lumber, CRA's 25minute, l6mm color film (wittr sound), Properties and (Jses qf Redwood and CRA's l0-page color data sheet, Redwood Lumber Grades and Uses. o Check with redwood mills to see if a representative might be available to help with presentation. o Offer price specials and have salesmen ready to answer dealers' questions. o Use redwood seminars for employee training sessions or as information sessions for builders and architects.

Story ata Glance

A nuts-and-bolts guide to redwood promotion ideas f or both retailers and wholesalers.. uses of seminars, effective dis- play ideas, advertising tips and sales aid sources.

o Improve retailers' sales by conducting redwood sessions for new personnel, and keep an open invitation to dealers to give presentations as personnel turnover requlres.

o Streamline redwood information to be suitable for clubs, com- munity groups and others interested in redwood products or history. Dealers can become known as local redwood experts.

Displays

In-store decks, redwood lumber display racks and CRA and redwood mill color literature have been used successfully by retailers to increase redwood sales. Some wholesalers have offered special racks and displays free or as part of special offers.

The following are a few ideas retailers have used for moving redwood: e Letting the customer touch the lumber and look it over can be one of the best ways to sell it. They may not know the different grades, but a sample display lets customers see for themselves. o A small in-store deck display creates walk-in trade, helps d-i-y'er plan early, and pays for itself quickly. Have personnel ready to answer customers' questions. o Along with a deck display, offer CRA's redwood deck plans kits, and plans sheets for smaller projects to build d-i-y'er confidence. o Redwood end-use displays, sample wall sections, fences, and trellises boost sales by demonstrating how redwood looks. Keep CRA and redwood mill color literature and idea booklets highly visible. Redwood beauty sells. o On alternate sections of a 1x6 redwood board, apply a water repellent and mildewcide, bleaching oil, stain. 50-50 mix of stain and water repellent and one section naturally weathered. The sample will answer m ost q uestions on redwood finishes.

. With displays of lumber less than l0 feet long, offer CRA's simple d-i-y plans and tip sheets for planters, benches. shelves and bookcases.

Advertising

One retailer's simple redwood mention in the yellow pages has brought him business that otherwise might have gone elsewhere. Retailers are encouraged to capitalize on CRA's redwood promotions and publicity by identifying themselves as suppliers of redwood products, information, and literature.

Here are other advertising tips: o Offer d-i-y plans, free with redwood order or at special prices, but be prepared, some retailers have been surprised at the pull of plans offers. o Dealing with an advertising agency, though more costly, can save money and trouble in the long run and give better results. o A media mix can give the most substantial and readily visible results. o When using a media mix, radio and newspaper, for example, use one to boost the other. such as. "as heard on radio" or "see your newspaper for special prioes." o Radio ads offer flexibility to adjust promotions to fit weather or other special circumstances.

. For newspaper layouts and print ads, use CRA slicks, logos and art.

. Newspaper ads should emphasize end-use of redwood by oflering plenty of building ideas for decks, fences and paneled rooms.

Sales Aids

For a complete file of all CRA color idea literature, technical information, sales aids and tip sheets, dealers can send $4.25 to the California Redwood Association, Dept. RDWD-MRCH, One Lombard St., San Francisco, Ca. 941 I l.