Low Cost, Big Effect Wood Promotion

How a local group of retail lumbermen and suppliers staged ont o{ the most successful promotions o{ wood on record is thc story of a rect'nt effort bv W.0.O.D.^ Inc. of Denl'er.

l,umber dealers. wholesalers and manufacturers--the 45 who comprise W.O.O.D., Inc.-pulled energetically together in a pre-Christrnas promotion of the "second home" 6a1[g1-6nd it cost their association a net outlay of only $2,000.

They multiplied their "mileage" in public impact many times over by joining forces with a major Denver department store in its campaign ertolling winter sports in Colorado. Thc store, May-D&F, inr-ested $150,000 in its "W'onderful World of Winter" promotion.

Leaders oI W.O.O.D., Inc. enthusiastically insist that any community group interested in boosting sales o{ wood products can achieve similar success by using the same formula, while changing theme, size arrtl details to suit lheir own consumer area.

For the Denver promotion, the lumber group built a full-size Swiss chalet on the plaza, at the {ront doors of May-D&F and the Denver Hilton hotel. Also, its members furnished lumber and plywood for 25 supporting displays in the downtown store and its two Denver branches.