Market Effects of Wood Promotion Jan Hagstedt Senior Advisor

1 Raw material 2 Product Know how Interest/Good examples - Arguments - Tools

What is wood promotion?  From a supplier – generic?  Hardwood – softwood?  Spec products – general wood?  Commercial – PR – Information?

Possibilities:  Interesting market Sustainability & Environment Positive attitudes  Raw material abundant  Marginal promotional efforts so far  Practical problems can be solved In Short: Favourable!

Limitations: Wood is “not present”  Know how & education  Fragmented branch  “Cut the cake” – attitude  Confidence/ reliability from end users Does the wood sector believe in itself?

The wood resource Products Checking: The market

The wood resource, Europe  Net increment in 10 years 2 billion m3 (under bark) or 1,1billion m3 sawlogs or 550 million m3 sawn products Source: European Forestry institute  Present growth: Corresponds to around + 65 million m3 sawn timber Can this happen? To what effect? Where is the market?

Europe: 50 % TF million m3 total 105 millions Theoretically m m3 remains Market? Wood culture? Wood: leading mtrl By ? The market

Our working environment Clients General public Specifiers Media Opinion formers Wood product Manuf. Forest PR - agent Building contractors developers Politicians Local actors Products, systems

Success stories: 1 Germany: Profilbretter 2 Japan: Nordic softwood 3 Southern USA – SYP + 2,2 million m3 interiors + 1,5 - ” - housing + 4,5 - ” - decking

Assess the market possibilities- the strategy, the plan and act!  Firm resolution to go ahead!  “Bake a bigger cake”  Involve the best possible “brain power”  Network!

The Nordic Timber Council case: 1993 – % Consumption Europe Production - ” Sweden+Finland, prod Export Prices (index) %

Advertisement Promotion & ‘Fulfilment’ OpinionBehaviourConsumption Main Campaign Activity Key Impact Parameters -Time - Timber – Wood.For good UK - A promotion approach

Timber 2000/ Wfg UK June 2000 – June 2002 Wood windows (BWF)+ 18 % (projection till % Deckings (TDA) % 1995: £ 5 m Now: £ 100 m Target: 0,25 m3/capita by Results : m3 or 1/3 of target Evaluation by Jaakko Pöyry Consulting, London