New cedar sales tools for dealers, d istri butors

f, s rHe U.S. coNsrnucrtoN industry hits stride, building lA,materials suppliers have enjoyed increased demand for appearance products aimed at the R&R market, in particu- lar for use in outdoor applications.

One organization that's making the most of capitalizing on the market upswing is the Western Red Cedar Lumber Association, a non-profit association representing quality western red cedar suppliers in Canada and the U.S.

A central component in the WRCLA's strategy to boost the volume of Real Cedar-branded products is a new and extremely robust website, slated to go live in early September.

While a strong online presence is the now par for the course, what makes RealCedar.com unique is that it's designed not only to guide consumers through the purchase decision, but also to connect dealers and distributors more closely with the sales process.

Additionally-and what will be of particular interest to retailers-the site also provides them with the tools to help close the deal.

As with any venture designed to get results, planning and preparation was the first step.

"From the beginning, our plan was to build a seamless, simple path for the consumer to buy Real Cedar-branded western red cedar," said WRCLA managing director Jack Draper. "But we also recognized that our members are key players in the process, and by engaging them early we knew we'd get greater results."

Western Red Cedar Lumber Association members include manufacturers, certified cedar distributors (CCDs) and service affiliates who pay an annual fee to the association.

"The advantages for the retailer and the distributor become quite pronounced once you see how the site works," noted Draper. "It isn't a static site of generalized free information for visitors, but rather a targeted e-commerce tool for our members that monetizes their investment."

The site meets the needs of four audiences: do-it-yourselfers, architects and builders, industry members, and influencers (bloggers, editors, and media related parties).

It recognizes the differences between these audiences and tailors a path through the buying life cycle accordingly. An end consumer, for example, can be guided through a qualifying process that provides information on ideas, plan downloads, building and maintenance information, and then leads them directly to the nearest certified cedar dis- tributor-defined retail network.

WRCLA service affiliate retailers obviously benefit from the flow of traffic from the site, and the addition of Real Cedar branded products and information keep the consumer cngaged at the retail level. The dealer also has full use of the site's imagery. video, building ideas and plans, as well as staff training and access to industry experts and resources.

Ccrtified distributors also have a prcsence on the site. and while they don't sell directly to the end consumer, the visibilitl' and association pay off.

"Wc'r c had nurncrtrus occusions where a discriminating buyer, designer or architect seeks a distributor directly looking for a particular product," said Paul Mackie, a WRCLA architectural advisor. "Rather than have that potcntial buyer rc-directed to Just any non-member retailer, we have the channels and expertise in place to guidc thcm through our rctail network and turn thiit into a sale."

Traffic to the site is directed through traditional advertising. events, sponsorship and PR, and social media. RcalCedar.com functions as a social media conduit with content being generatcd and managed in conjunction with other media initiatives and outreach, and tweeted and posted on Facebook on a regular basis. The site is aiso linkcd via trend-

Building-Products.com setting sitcs such as Houzz Pinterest. sitcs from n,hich thc sumer can easily acccss and conthe

WRCLA's site fbr rnore building or finishing ideas.

With traffic fronr thc WRCLA's prcvious network of sites aggregated and re-directed to the new one, and fucllecl by a promotional and regionalli trur:eted advertising campaign.

RcalCedar.com boasts ovcr 250.000 uniquc r isilors a month- irn impressive numbcr that bodes well fbr sales. That nun'rber is expected to grow as more organic trafflc builds.

Tluc to the slogan, "Mentbcrship has its privilcgcs," WRCLA mernbers reap the bcncl'its of this high-traffic hub f'eaturing a seurch enSine optrmization (thc process of rankin_e the website highe r on search engines), new media networks. both online and ol'llinc marketing. lnd a re-invigorated Rcal Cedar brand.

"We're building a real presence fbr our manufacturcrs, distributors iind dealers," said Draper. "When evervone has the tools to work together. you reach your goals that rruch more quicklv."

To lcarn more about the new site and stfatecy, join the WRCLA-hosted session Oct. 25 at NAWLA's Traders Market in Las Vegas. Nv.