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can sell mote rcdwood
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By Greg Lambert Redwood Marketing Manager Simpson Timber Co.
oFFER CO-OP Make it timely. Make it appropriate to our mar- ket.
The feedback was loud and clear when before forging ahead as usual this year with planning and implementation of a promotion support program on redwood, we decided to tune in on the advertising and promotion needs as perceived by lumber wholesale distributors and dealers.
From the retail side, valuable feedback was gleaned from an in-depth profile study conducted by the Home Center Research Bureau. In a survey asking retail dealers to rate the most useful services their suppliers could provide, co-op advertising came out on top followed by advertising materials and product literature for consumers.
Market playback from the wholesale distributor came from a survey of our distributor customers. It pointed up spe-
Story at a Glance
Retailers and wholesalers put co-op advertising at the top of their wish list . . lack of appro- priate redwood advertising sparked program grassroots programs based on multifacet promotion.
cifically that the distributor lacked redwood advertising and promotion material that was timely and appropriate to his marketing area.
Based on the wholesale and retail level input, a major portion of our 1986 redwood advertising and promotion budget has been allocated to co-op and an expansion of our previous co-op support programs. The goal is to provide on a shared-cost 50/50 basis advertising and promotion support tailored to local market requirements and seasonal opportunities to general immediate redwood sales action at the srass roots retail level.
In its ultimate form, the co-op thrust evolves into a three way partnership between manufacturer, distributor, and dealer. The grass roots programs are orchestrated through the wholesale distributor, who qualifies for drawing rights on a pool of redwood promotion funds based on purchases of our redwood. In most situations, the co-op funds are passed along to the local building materials retailer in the form of 50/50 support
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