Redwood and the remodeling market

Spring, among other things, is the voice of Mrs. Consumer heard asking Mr. Consumer to please let's do something about the kitchen (or the bath, the game room, the garage the whole house) . In a 24,000 family survey, it was found that half the families were unhappy with their houses in one way or another. About twothirds of those dissatisfied told researchers that they planned to make changes inside, outside or both.

As a sales aid to help dealers reach these potential customers, the California Redwood Association has developed a new promotion kit aimed at the more than eleven billion dollar home improvement market. Featured is a four-color booklet, "Re,siding and, Paneling with Red,wood," which illustrates the step.by-step story of an interior-exterior remodeling project from start to finish.

The kit also includes a seven-page color booklet, "Redwood, Remodeling ldeas" ; construction tip sheets on patio shelterso decks, patio paving, fences and garden gatesl envelope stuffers on redwood interiors, siding and garden shelters; five newspaper ad mats; an explanation of the uses for each promotional aid and an order form.

Dealers are encouraged to display the kit as a service to the customer and his contractor as well as a point-of-purchase sales inducement. Many homeowners are literally 'babes in the woods' when faced with the mysteries of lumber and building supplies. They do not know what they need. They do not know what they want. They do not know what they can get. If possible, a set-up of the kit with actual examples of the grains, textures and grades of redwood available is recommended. If a customer can see ithe is happier about buying it.

Remodeling contractors will welcome the CRA home improvement literature as both an idea stimulator and as an effective tool in working with clients. The homeowner generally has a rather particular image that he wants his house to project, an image that may be hard to define in words. Yet he depends on his contractor's expertise to execute that image. The professional whose client is well aware of quality and styling options will have fewer difficulties when costs are discussed. And perhaps even more important, he will run practically no risk of a client disappointed in the end result of a job.

QUALIry SELLS

Oddly enough, saving labor cost is not the prime reason for a homeowner to turn home remodeler. The Stanford Research Institute in Menlo Park, Calif. has discovered that the average do-it-yourselfer is motivated more by a desire to express himself creatively than by a desire to save himself money. Since holding down cost is not as important as one might think, the amateur builder should be made aware of quality redwood and its advantages. Although it may mean a little extra expense to him, it also means a lot of extra value. An informed customer is going to be a happy customer, the one who returns and brines his friends.

Red-Face Dept.

Inadvertantly, in our coverage of the log-rolling exhibition at the Western Building Material Association Convention, (See The Merchant, March pp. 8-I0) we neglected to credit the Weyerhaeuser Co. for their sponsorship of the event and their courtesy in providing us pic. tures. To Weyerhaeuser, our apologies and belated thanks.-The Merchant Magazine.