Redwo relqiler pro

rnHE California Redwood

|. Association has launched a pilot program to reach out to independent lumber retailers and drive redwood sales. The goal is two-fold: to thank retailers for carrying redwood, and to encourage contractors to purchase more redwood from participating retailers.

"We've done deck contests in the past," says Bob Mion, marketing director for CRA, "but not like this. This is more than a contest. This should become the cornerstone of a partner program and an increased presence in the supply chain."

The "Build a Deck, Win a Deck" contest has been promoted primarily online and through in-store efforts. There has been a radio advertising component as well.

"We recognize that independent lumber retailers will be an important part of our future and that contractors are one of our most critical audiences." Mion says. "This program is designed to encourage repeat business, increase product loyalty, and solidify relationships to help retailers be successful with redwood."

The deck contest is at the heart of the program. Entries can be submitted online through a graphic link on each participating retailer's website. Decks built after January 2OO7 are eligible to be entered. Decks must be clean and able to be photographed well. The deadline for entries is September 30, 2008. A panel of experts will judge the entries. and one winner will be selected from each participating retail location.

Retailers receive a payment from the CRA for participating in the program, and contractors submitting a winning entry will receive a $3,000 store credit toward the future purchase of redwood products. Pictures of the winning decks will likely be used in future CRA promotions.

"In our past deck contests," Mion says, "we've had national-level partners sponsoring our events. This time the focus is squarely on the independent retailer. The initial response has been overwhelmingly favorable. We're reaching out to retailers and helping retailers reach out to some of their most important customers."

Redwood continues to be a popular choice for outdoor projects. Its resistance to rot and decay plus its distinctive look make redwood a preferred product for decking, fencing, gazebos and architectural accent features.

"Our redwood decking sales have been relatively strong," says Steve Stevenson, Truckee Tahoe Lumber,

Truckee, Ca. "Redwood is a very good performer for us. Especially in mountain and foothill communities, people like the natural look and feel of redwood. Contractors like redwood because it provides good value, it's durable, and leads to high customer satisfaction. We move a lot of redwood, and programs like the one the California Redwood Association has put together help create that much more enthusiasm for the product."

Mion notes that the CRA partner program is in its infancy and that the "Build a Deck. Win a Deck" contest is a pilot program. The contest features eight participating retailers in Northern Californra markets.

"We want to be more active with our partners throughout the supply chain," he says. "We hope to use what we learn from this experience to build the program and expand the campaign going forward. We started in our own back yard, and we plan to grow from there."

- Details on the " Build a Deck. Win a Deck" promotion and entry forms can be found at www.deckcontest.com. For more information about redwctod or the CRA redwood sales training program, visit www.cqlredwctod.org or contact Bob Mion at rmion@ cal redwood.or p.

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construction of new homes

I reached a 17-vear low this summer, according to ihe U.S. Commerce Department, yet renovations and remodels are increasingly popular.

To capitalize on this burgeoning opportunity, lumber and building material dealers should understand the two primary reasons why homeowners are remodeling, renovating and adding on to their homes: to improve quality of life or improve resale value, or both.

In a soft real estate market, homeowners can significantly improve their sales price by sprucing up the curb appeal to entice prospective buyers. Instead of moving, some homeowners are also planning upgrades with the intent to stay in their home