Marketing pressure treated wood is a team effort

r GGRESSIVE innovative market- Iing is the key to increased sales of pressure treated'wood. A retailer cannot overemphasize the how, why, where, when, what and who of using pressure treated materials.

Often a retailer feels he is out there alone trying to develop his market with little help from anyone, but this is not so. He is really part of a te:rm. Organizations such as the American Wood Preservers Association, Society of American Wood Preservers, Inc., American Wood Preservers Institute, American Wood Preservers Bureau, National Lumber & Building Material Dealers Association. Southern Forest Products Association and Western Wood Products Association all have information and help available for him.

Materials and assistance from these associations run the gamut from help in training sales people to literature and advertising aimed at educating the consumer and turning him into a user of treated wood products. Companies such as Champion International Corp., Georgia-Pacific Corp., Koppers Co., Inc., Osmose Wood Preserving Co. and Weyerhaeuser Co. can help a retailer with literature,

Story at a Glance

Ways to join the pressure treated wood marketing team... where to get back up materials and coaching...chemical companies, manufacturers and distributors ready to help retailer.

sumers to ask for their wood products by brand name, the advertising, public relations and merchandising program can't help but promote pressure treated wood in general.

building plans, training for sales people or clinics for consumers.

Good examples of the type of help available to retailers from many manufacturers and distributors are "Pressure Points" published by Houston Chemical/Woodtech, Houston, Tx., and "The Gilmer Mirror." a brand new publication from Dean Lumber Co., Gilmer, Tx. Both publications contain news of the company as well as product data. In addition, both companies make themselves available for visitors and tours.

Last month Dean Lumber Co. hosted a pressure treated wood seminar for its customers and its customers' customers at the Gilmer Country Club. The allday meeting, which was open to anyone engaged in the purchase, sale or specifying of treated wood, included lunch and a tour of the Dean treating plant and manufacturing facilities. Those attending received certificates, T-shirts and caps as well as a lot of knowledge and information about treated wood.

Typical of several national marketing programs for pressure treated wood is one organized by Osmose Wood Preserving Co. While the thrust of the program is to convince con-

Dubbed the Preferred Dealer Program, the Osmose marketing push is based on education with an (800) 522-WOOD hot line which can be used by countermen to obtain information on a variety of topics such as environmental and safety issues, interpretation of specifications and general construction and building problems. The line also can be used by consumers seeking information or a pressure treated wood dealer in their area.

In addition to promoting brand awareness, Osmose has produced a series of how-to-videos to accompany their deck, fence and gazebo plans for consumers. The public is made aware of both the in-store video program and the availability of free building plans through advertising in various print publications plus local radio spots.

A unique feature of the Osmose marketing effort is the Osmose Handyman, a professional media spokesperson, who is traveling around the country appearing on television and radio talk shows, giving how-to tips on working with pressure treated wood. The (800) number is publicized by him as a source of free plans and information.

Nationally, use of pressure treated wood is predicted to reach 10.490 of total wood consumption this year. By 1995, it is expected that over l1slo of all wood used in the U.S. will be pressure treated. The market is growing. The push by lumber treating chemical suppliers such as Osmose and Koppers Co. in cooperation with treaters, manufacturers and distributors both large and small is creating more and more interest in treated wood.

ANYB0DY can build with pressure treated wood is the message lrom the 0smose Handyman, Bill Yanson, who is appearing 0n tv around the country t0 promote pressure treated wood. Arrangements for his appearance may be made through Bleichner Bonta Martinez & Brown, '100 Colony Square, Suite 1624, Atlanta, Ga. 30361.

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