Abstract:
Hansen, Eric, and and John McIsaac. 2012. Wood-based Entrepreneurs Toolkit:
Communicating Effectively with your Customers. Contributions in Education and
Outreach No. 3b, Forest Research Laboratory, Oregon State University, Corvallis.
Effective and consistent communication with your customers is vital and should
be approached in a holistic manner driven by customer needs, your marketing
strategies, and key characteristics of your operation. This document outlines
important principles of marketing communication, illustrated throughout with
examples from two small, hypothetical companies. A worksheet is provided for
your own communication planning.
Description:
This is a publication of the College of Forestry/Forest Research Laboratory and of the Oregon Wood Innovation Center (OWIC), Department of Wood Science and Engineering, College of Forestry, Oregon State University.
Description:
1. Introduction...........................................................1
2. What is marketing communication?.......................................3
2.1 Receiver Considerations...............................................7
2.2 Message Considerations................................................8
2.3 Channel Considerations................................................8
3. The Communication Portfolio............................................9
3.1 Personal Contact......................................................9
3.2 Website..............................................................10
3.3 Advertising..........................................................10
3.4 Public Relations.....................................................11
3.5 Sales Promotion......................................................11
3.6 Direct Marketing.....................................................12
4. How do I create and implement a communication plan?...................13
5. Appendix..............................................................15
5.1 Caveman Lumber.......................................................15
5.2 Wood-n-kitchen Accessories...........................................16
6. Further Reading/Resources.............................................17
