community
Branching Out
Western Wood Products Assn., an organization of western lumber manufacturers, has found that holding seminars is a cheaper and more effective way of reaching its market -- lumber dealers and architects -- than is sending its 18 reps on individual calls.
When the Portland, Oreg. -based association realized expenses for one-on-one calls were costing more than $100 each, they decided to try running seminars in major cities instead. Each participant was charged $50 to cover travel and meeting expenses.
Recently, for example, Western Wood held a seminar in New Haven, Conn., to talk with 35 architects in the area about western lumber. "We now talk to three times as many people," says Victor Riolo, manager of field services for Western wood Products. "Instead of fighting for 20 or 30 minutes of a dealer's or architect's time, we get seven hours."
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