It’s not infrequently been said that marketing isn’t a timber trade forté – and it’s been people in the timber trade saying it. But, if it ever held water, this is an increasingly outmoded view. For one thing over the last four years the wood. for good campaign has taken timber and wood products promotion in the UK to new heights and the timber message to new audiences. Other organisations, like the American Hardwood Export Council, have also brought increasing creativity, energy and invention to the art of timber marketing.
According to David Evington, the chairman of the TTJ’s annual Excellence in Marketing Award, individual timber businesses are also performing strongly in promotion. In fact, in the interview with him in our special marketing feature, he says that their efforts compare very well with those of businesses in other sectors.
This is not to say that we can’t do more and improve the impact of wood marketing further, which is precisely what both AHEC and wood. for good are planning for 2005.
This week we also have more details of the new levy or “promotion premium” for funding timber marketing which is due to be up and running by March. The initiative is being masterminded by the Timber Trade Federation, but the idea is that it will embrace the whole industry and give Federation members and non-members alike the chance to contribute to a central marketing fund for the trade. The scheme will be co-ordinated by a new independent company called Pro-Wood Ltd and back generic wood promotion “across the UK, covering all product sectors”. Among the beneficiaries of the funds will be wood. for good which is currently still paid for mainly by the Nordic Timber Council.
No-one seems willing yet to predict how much the new levy will raise. But if it’s widely supported, even though it’s only 0.2% of pre-VAT invoice totals, it could add up to a fair amount, helping to put UK timber marketing on a firm footing long-term.
