Redwood romotions: capitalizing on a pre-sold product

FTEDWOOD sells easilY because flit is a top quality product and has been advertised and Promoted every year for the past 50 Years. Specifiers, builders, dealers and homeowners are aware of its natural performance. YearlY Promotions stress the stability, workability and natural decay and insect resistance of the heartwood. In manY waYs redwood sells itself.

Redwood advertising and Promotions will continue, and to capitalize on them it is important to let your customers know that You have a strong inventory. Everyone is dollar conscious these days, so now more than ever, You need to get the most out of your Promotions.

Advertising, how-to clinics' homeshow participation and seminars will boost your redwood sales. Here are a few tiPs from

Story at a Glance

Filty years of consistent advertising helps sell red' wood . . . well recognized, toP quality product is easy to move... methods to get most out of promotion dollar.

dealers and wholesalers who have run successful promotions.

o Establish a link between your name and the Product. The mention of one should bring the other to mind.

o Find your customer-then place your advertising where he can't helP but run into it.

o Co-ordinate Your message when You use more than one media.

When advertising You want to tell the customer that You are the Place to buy redwood. Use a carefullY designed camPaign, directing Your message at homeowners in the area. Print and radio ads should be placed and timed with precision. By advertising before weekends, particularly three-day weekends, You will give customers time to Plan do-ityourself projects.

Some dealers make use of coPYlines provided by the California Redwood Association for advertising in local papers. Careful placement can make all the difference. For example, ads placed adjacent to the sports page are very lkely to capture the attention of the d-i-yer.

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