What’s one thing that is universally-recognized about Eastern White Pine? How about it’s unique, unmistakable scent that typically triggers an abundance of positive, biophilic moments with individuals that encounter the smell. This sensation is the rationale behind NELMA’s campaign to bring this scent to retailers as a reminder of what Eastern White Pine has to offer their customers. What began in March of 2017 with the first “scratch & sniff” insert into Building Products Digest, continued with the March 2018 issue. More than 14,000 packaged fresheners were inserted into the issue within a poly-bagged mailer that contained the magazine. Printed on a high-resolution image of an Eastern White Pine Board, the 2-1/2” x 4” self-hanging freshener invites its users to “Smell the Difference Eastern White Pine Makes!”, with the reverse side listing how the species is “Grown for Modern Spaces”. Inquiries from retailers and distributors on how to get more of the fresheners was almost instant.
And yet there’s more to the March issue that also features Eastern White Pine in a special 8-page section of editorial that further promotes the species. Articles on the use and success of NELMA’s online 1-hour continuing-education series with AEC Daily, a description of the new “Video Guide to the 5 Grades of Eastern White Pine”, an overview of the Pine-scent marketing campaign, and of course more of the “Skip & Wane” cartoon series are all part of the spotlight. Click here to read the full set of articles!
“To be able to share NELMA’s unique marketing tools with the key customer group of retailers in such a broad-brush manner is exciting,” explained Jeff Easterling, NELMA President, “It’s certainly fun to see an idea born from the Association’s Marketing Committee come to life; one that should impact the recognition of Eastern White Pine in the marketplace.”