1. Market Effects of Wood Promotion Jan Hagstedt Senior Advisor

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

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

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

5. 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?

6. The wood resource Products Checking: The market

7. 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?

8. Europe: 50 % TF +15-20 million m3 total 105 millions Theoretically 45-50 m m3 remains Market? Wood culture? Wood: leading mtrl By 2 010 ? The market

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

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

11. 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!

12. The Nordic Timber Council case: 1993 – 2001 1993 2001 % Consumption Europe 93 106+14 Production - ” - 89 107+20 Sweden+Finland, prod 21 28+33 Export 16 22 +60 Prices (index)+10 - 18 %

13. Advertisement Promotion & ‘Fulfilment’ OpinionBehaviourConsumption Main Campaign Activity Key Impact Parameters -Time - Timber 2 000 – Wood.For good UK - A promotion approach

14. Timber 2000/ Wfg UK June 2000 – June 2002 Wood windows (BWF)+ 18 % (projection till 2004+ 56 % Deckings (TDA) + 20-30 % 1995: £ 5 m Now: £ 100 m Target: 0,25 m3/capita by 2003- 2005 Results : +600 000 m3 or 1/3 of target Evaluation by Jaakko Pöyry Consulting, London