Retail Push For Composite Deck Manufacturer

As composite decking continues to win more market share, dealers and their builder customers are looking to manufacturers for help in promoting and using composites.

Last year the composite decking market totaled $500 million, with figures expected to double by 2005.

CPI Plastics Group, which manufactures Eon decking, has initiated a program to assist dealers and builders competing for consumer deck dollars.

According to CPI's Ron Mitchell, his company has seen sales of Eon increase ll57o per year since its introduction in 1998.

On the builder side of its new initiative, CPI has launched the Expert Installer Program which includes: lead refenals; eon sales materials; apparel and branding materials; . select tools, including a tape measure and the appropriate carbide saw blade, . access to in-depth demonstrations, online professional forums and on-going sales training.

The dealer portion of the initiative is focused on the more than 1,000 home centers and independent yards that currently stock Eon.

In addition to volume and stocking incentives, CPI plans to assist dealers with display decks and free in-store merchandising (banners, product display stands, learning videos and complete decks).

Other effbrts include regional sales force support with contractor events to be held at stocking locations. Dealers' sales personnel will be supplied with sample boards, installation instructions and techniques, along with collateral materials.

CPI also plans to help the distribution channel by creating a consumer

Web site referral program for elite status stocking dealers and contractors.

As part of its marketing efforts, the company plans advertise to in consumer and trade publications.

DECK PROMOTION HELP: Now that the composile decking market totals $500 million per year, dealers and builders are looking for