Revised WWm marketing plan off and rolling

HE Western Wood Products Association's new marketing plan is a "10"-a l0 prong thrust at the problem of having its share of the retail lumber market decline in some states, although it increased in others, from 1977 to 1982.

Developed by the WWPA Marketing Services Committee, led by chairman John T. Barrett, the ambitious marketing program has been honed and rehoned. Originally labeled Impetus, because this was precisely what it would give to Western lumber sales, it was approved by the membership in the fall of 1983.

Now, one year later, it has droPPed the original title in favor of the more businesslike marketing program label. Several of its l0 components are underway with others to be phased in next year. The bottom line as far as lumber retailers are concerned is that they will be getting additional advertising and merchandising support in a number of different areas.

A major focus of the marketing program is outdoor decks, with efforts directed to new home builders, professional remodelers and do-ityourselfers.

Initial trade advertising has commenced. well in advance of the 1985 building season, to show builders and remodelers that low+ost outdoor living space can help sell more homes faster. WWPA plans to reach do-ityourselfers through publicity in the magazines they read most and in daily newspapers.

WWPA advances the idea that re-

Story at a Glance

WWPA marketing plan improved by months of planning and assessment. .Outdoor decks, non-residential building, wood floor systems pushed... retailers lo play important role in concept.

tailers may be missing the boat if they think outdoor decks are strictly a spring/summer sales item, and maintains that decks are still the growth opportunity in the repair/remodeling market in the fall season. The reasoning goes that vacations are over, the weather is cooler, the family has had all summer to decide what they really want in their own deck, so logicallY they are ready to build a deck at this "untraditional" time of the year.

As the WWPA outdoor living Promotion unfolds, participating retailers should be able to feel increased sales activity in pressure-treated and untreated lumber as well as the naturally durable species.

For lumber retailers who want to tie in with this deck promotion, WWPA provides free merchandising kits. Included are a cassette tape of 30 and 60 second spot announcements (with room for the retailer's own message), newspaper "ad slicks" for use in local advertising, a page of "clip" art for creating more ads or direct mail pieces, an eight-page photo book of deck ideas, and an eight-page presentation folder that can be used to convince prospects to take buying action. The latter piece also serves as a ll" x 34" wall poster or banner to attract additional customer attention.

Nonresidential building construction is another part of the marketing program already launched.

Because this promotion is directed at architects, the critical decisionmakers in the nonresidential building market. retailers should benefit in additional lumber sales' It is expected that architects will be making more contacts with retailers inquiring about the availability and prices of lumber products, resulting from the anticipated increase in the use of Western lumber for all tyPes of commercial, industrial, institutional, and multistory residential structures.