Wegrow what we sell.

We've always considered our forests to be a precious natural resource, which we respect and treasure. Few people realize that most of the old redwoods are preserved in our state and national parks, and almost half of these trees have come from the Pacific Lumber forests through the Save The Redwoods League.

When we harvest the trees we grow in our private forests, we always follow the strict rules of the California Forest Practices Act. And we always will, because the rules are there in everyone's best interest. We grow all the trees, that we cut for lumber, in our own forests.

Although the stump of a harvested redwood tree grows back as another tree, we annually plant over 750,000 redwood seedlings to insure a perpetually green and growing forest.

The forest is a natural resource that everyone must use wisely so that it can continue to benefit our country for generations to come. If you would like more information on forest conservation or would like to visit a Pacific Lumber mill, please write the Forest Manager at the address below.

\71.4) 842-6681

(800) 777-7202

FAX 714-847-7329

P.O. Box 1970

16300 Gothard St.

Huntington Beach, Ca. 92547

Redwood

(707)825-7074

FAX 707-826-7083

P.O. Box 1123

2001 Vassaide

Arcata, Ca.95527

\209) 982-0825

(800) 4s6-s638

FAX 209-982-4553

P.O. Box 590

French Camp (Stockton), Ca. 95231

\s03) 226-6240

FAX 503-226-4825

2895 Progress Wy. Woodburn, Or.97071

I I

OR E than a quarter of all homes tUlin the U.S. have decks. More than 1.5 million decks are built each year. Between l2 and l5 million new decks will be built in the next l0 years. Wood decks are the No. I doit-yourself project.

Despite these encouraging figures a retailer might well wonder just how long the deck boom wtll continue. According to industry analysts, there is no end in sight. However, it makes good sense for a dealer to be prepared for any eventuality.

Story at a Glance

Ways to use niche marketing to reach professional deck builders . finding customers what they expect from a dealer.

Many dealers concentrate on selling pressure treated, redwood and cedar materials to the d-i-y deck market, courting business with model decks, clinics, complimentary plans and even computer generated custom designs for special needs and sites. Nevertheless, this is only a portion of the available deck materials market.

Contractors, remodelers, builders and deck specialists offer a rewarding sales potential. A dealer looking to expand his deck sales should seriously consider this niche market.

A niche market is defined by Bruce Merrifield as a target market which has needs different from the broader market. A firm using a focused, specialized strategy can achieve a low cost and/or unique capability for serving this market which he describes as smaller in size than the general market, but not necessarily with a size constraint or a geographical limit.

Effective niche marketers think,