Dealers' promotional efforts move redwood

nEALERS throughout the Wesr Lf are relying on new-as well as tried-and-true-promotions to increase sales of redwood.

Instead of a "one-stop home improvement center," Valley Redwood Inc., Sacramento, Ca., markets itself as "the one-stop yard improvement center," specializing in and stains. year to 850,000 households. A big success has been tv ads during the San Diego Padres games, which earn a 6.0 share in the local market. decking, fencing, brick, block, gazebo kits, landscape materials and other outdoor products. Their customer mix is about half professional, half consumer.

"We've gotten some leads off the site-including orders for Clear Heart redwood from Singapore-but it's more of an information site," explains Craig Triebwasser.

Although the company carries other materials, the site favors redwood. "l've been in redwood since 1918," Triebwasser says. "We don't sell any Doug fir. We sell a little cedar fencing, and we just started carrying a composite decking, but I just love redwood."

Another successful recent promotion for Valley Redwood was building a full deck at the Cal Expo home and landscape show. High grade redwood was used for the arbor, screening and railing.

The company offers in-house deck design services. And, to truly guarantee expert service, all employees are required to know how to build redwood decks and fences, says Clyde Jennings. Every employee must take in-store tests devised by the company.

In addition to offering project design and installation services. Valley Redwood provides purchasing and installation advice on its Web site (www.valleyredwood.com). There, contractors and homeowners can find an explanation of redwood lumber grades, as well as a "Helpful Planning Info" section providing tips on redwood-friendly fasteners and finishes, including water repellents, bleaches

Dusty Creek Lumber, with one yard in El Dorado Hills, Ca., has a client base of about 75Vo pro,25Vo retail. Their redwood promotional efforts include a large ad in the Yellow Pages proclaiming themselves as redwood specialists, local tv and radio spots, a monthly newsletter/ offering sheet for their pro customers, and an annual deck building clinic that is always well attended, says manager Mel Miller.

Enscondido, Ca.-based CJ Redwood operates six yards in the San Diego area. Their customers are about 607o pro,40Vo retail. They participate with a booth at two local home shows. C.J. extensively displays and provides California Redwood Association literature. It also mails full-color flyers 16 times a

Central Valley Builders Supply operates stores in St. Helena, Napa and Woodland, Ca. Because their customer mix is 807o contractor,2OVo retail, they don't do a lot of general advertising. As purchasing agent Edgar Massoletti explains, their customers already know them and that they are there, and the area is a traditional redwood market.

The company does publish a special offers flyer that is usually enclosed with end-of-the-month its Web site favors redwood. invoices. During the slower months at the beginning of the year, they also convene "Central Valley University," a series of product knowledge courses conducted by both in-house presenters as well as suppliers. All employees are required to attend.