:ReCwood

THE DISTRIBUTION chain for I redwood lumber products works well most of the time. but. unfortunately, the distribution chain for product information and redwood promotional material doesn't always function smoothly.

In the product distribution chain, manufacturers produce redwood products, sell them to wholesalers or distributors who sell to retailers who sell to the end user. Each element benefits from the logical progression. Like the three legs of a stool, each needs the support ofthe other two to get the job done.

Everyone who sells redwood needs to take responsibility for marketing and promoting the product. A logical distribution chain should exist for sales and promotional materials. Where this is strong, sales are strong.

The mills that support the California Redwood Association-GeorgiaPacific Co., Miller Redwood Co., The Pacific Lumber Co. and Simpson Timber Co.-lead the way in providing marketing and sales support. They fund CRA activities which include:

Story at a Glance o Advertising to various audiences o Publicity in national magazines & newspapers

Redwood promotion should work as smoothly as redwood distribution...everyone involved needs to take responsibility. . wholesalers can help retailers.

. Product literature for pros & do-ityourselfers o Sales-training videos and audio/ visual aids o Seminars o Point of purchase sales aids o Technical support o Building codes technical support o Product research

Some of these can be completely handled by the CRA with the redwood merchants needing only to be aware of them to take advantage of the benefits. For example, CRA advertising and publicity in consumer magazines is timed for peak selling seasons to help the retailer and the CRA technical department is ready to field any questions the retailers get from their customers. On the other hand, in some areas we need to work together and use the same distribution chain we use for products. Promotional literature

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