CEO 3b ; Wood-based Entrepreneurs Toolkit: Communicating Effectively With Your Customers Public Deposited

http://ir.library.oregonstate.edu/concern/technical_reports/rf55z809t

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.

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  • 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.
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  • 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.
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  • 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
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