The Real American Hardwood Promotion Coalition (RAHPC) is making crucial progress on efforts to establish a united marketing strategy for the American hardwood industry. To date, over $238,000 has been generated from 25 industry associations. Those dollars are funding the project’s first phase - research and brand development. And professional companies are under contract to provide market research and develop brand messaging.
Why the need for research?
In order to understand how to strategically promote our products effectively, we need to know what consumers, and those who influence consumers, are thinking TODAY. To assess those attitudes, two focus groups were held in late January and early February.
- The first consisted of consumers that had performed major renovations in their homes within the last year. The second was a group of architects, contractors, and designers.
- During the sessions, a series of questions by a highly qualified facilitator led to dialogue about home renovations, materials, sourcing, forest products, sustainability and much more.
- Much of the information already gathered is well known by hardwood insiders, but there were data points that were unexpected. These will help going forward into phase two - brand development.
Online polling of additional prosumers and consumers is planned, as well as phone interviews with industry leaders to round out the research process. And soon, marketing professionals from various segments of the industry will work to develop a brand statement that can be adapted and incorporated by associations and businesses alike, creating a common message that runs throughout multiple promotion platforms and campaigns.
Click on the ‘Hardwood Promotion’ tab at www.HMAmembers.org for details on the work of the Real American Hardwood Promotion Coalition.
Note: the Hardwood Manufacturers Association is a founding member of the Real American Hardwood Promotion. To become an active part of the Coalition, support the initiative financially, or for questions, please reach out via email to firstname.lastname@example.org.