Tennessee s Wood Products Program. Building a Quality Brand

Transcription

1 Tennessee s Wood Products Program Building a Quality Brand

2 Agriculture/Forestry Rural Economic Created in 2011 to Development Task Force 1. Identify opportunities in rural economic development 2. Encourage the exchange of information within/among agencies 3. Coordinate with regional and local economic development partners

3 Agriculture/Forestry Rural Economic Development Task Force As part of the Task Force, a Forest Industry Advisory Group was formed to develop ideas that can 1. Enable the forest products industry in Tennessee to retain and create jobs in rural areas 2. Create the necessary conditions to stimulate economic development in the forest products industry

4 Tennessee s Wood Products Program One of the recommendations made by the Advisory Group was to develop a branding program for wood products produced in Tennessee As a result, the Tennessee Division of Forestry is introducing the Tennessee Wood Products Program to connect consumers and wood using companies through a brand that will identify products and benefits coming from our state s renewable and sustainable forests.

5 What is a Brand?

6 What is a Brand? A name, sign, symbol, or design that identifies the seller Differentiates a product from competitors offerings Represents a product s image Promotes the development of customer loyalty Successful brands create TRUST with customers and reduces their purchase risk

7 Benefits of Brands to Customers Simplifies the choice process Enhances confidence in that choice Reduces perceived risk recognition of consistency of quality Brands are really conversations with customers

8 Benefits of Brands to Customers Provides emotional benefits signal of status, taste, or affiliation Encourages repeat sales (if quality is excellent and reduces customers risk and time to shop) Brands are a focal point for advertising and can help reduce price comparisons

9 There Are Two Types of Branding Company Branding Geographic Branding

10 Company Branding We see this everyday in the marketplace! Brands are a focal point for advertising These brands create trust for the consumer Reduce purchase risks familiarity Encourage repeat business

11 Brands Evolve Over Time

12 Forest Products Brands

13 Forest Products Brands

14 Geographic Branding Marketing studies have shown that branding strategies focused on geographic origins of a product can provide opportunities for differentiating products

15 Geographic Branding Producers are able to generate price premiums especially if actual quality differences exist that are attributable to geographic origin

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18 Geographic Branding The use of geographic branding may use unique characteristics with a particular location or images based on history, tradition or folklore in a region

19 Geographic Branding Geographic brand identifiers also allow for a product offering to create an exotic image which enables the producers to gain a price advantage

20 Vermont Brand Wood Products Traditional values Craftsmanship Genuineness/authenticity Natural Sense of pride Yankee Ingenuity Preserving a place or missing some important feeling from a place (nostalgic)

21 Select Michigan Wood Sponsored by the Michigan Forest Products Council Promotes the long-term sustainable management of forests Means quality and sustainability A premier product at an outstanding value

22 Virginia Grown Forest Products Created to brand Virginia s wood products, connecting consumers and the forest products industry Promotes healthy renewable forests and sustainability, ensuring available timber and a ready supply of tree seedlings for replanting purposes Supports local forest businesses Provides promotional items to help forest products producers and retailers inform and educate consumers about the benefits of buying locally grown and manufactured wood products

23 Branding of Certification Programs Branding can also work successfully with environmental certification programs such as the Forest Stewardship Council or the American Tree Farm System. When serving knowledgeable and motivated consumers (either directly with consumer products or indirectly with raw materials to make such products), certification is designed to increase the inferred quality of the product. Branding is not certification!

24 Tennessee Wood Products Program Goal: To connect consumers and the state s forest products industry in the important areas of jobs, economic impact and the sustainability of Tennessee s forests

25 Tennessee Wood Products Program Tennessee consistently ranks as one of the top hardwood lumber producing states in the U.S. The wood industry is widely distributed across the state and includes hundreds of primary and secondary manufacturing operations

26 Tennessee Wood Products Program Architectural Millwork Bark Boxes/Crates Cabinets Cants Cedar Products Chairs Charcoal Chips Crossties Doors Flooring Fencing Furniture Handles Log Homes Lumber Pallets Paper Plywood Pulpwood Sawdust Shavings Staves Trusses Veneer Logs

27 Tennessee Wood Products Program The Program is open to all qualified producers of primary and secondary wood products There is no fee to apply for the Program

28 Tennessee Wood Products Program

29 Tennessee Wood Products Program

30 Product Ideas: Brochures Posters Counter Cards w/easel Back Stencils Logo Decals Logo Stickers Ball Caps Vinyl Banners Exhibits at Trade Shows Others?

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32 Tennessee Wood Products Program For more information, contact Robin Bible Tennessee Division of Forestry P.O. Box Nashville, TN (Fax)