RAHC June 2020 Update

The Real American Hardwood Coalition (RAHC) is making critical progress on efforts to
establish a united marketing strategy for the American hardwood industry. The RAHC is avidly
collaborating with industry leaders and the hired brand accelerator and data teams despite the COVID‐
19 obstacles. Zoom is becoming a key tool among everyone.

As of today, we are in the final stages of the data analysis and branding phase. By the end of June, the
RAHC will have a better understanding of where and how to focus on marketing and branding of our
industry. However, this does not mean it is going to happen overnight. Strategic planning must occur in
order to share OUR story and get in front of all consumers in a suitable manner.

To elaborate on a bit more from the last article, the research is key to understanding the where and how to market our industry. Some questions that must be answered are:

  • What do consumers value the most? Ie: longevity, price, aesthetics durability, health etc.
  • How do we overcome the disposable mindset of some consumers?
  • Are there any disconnects between our products we need to focus on during marketing?
  • How do our products get in the front of the decision‐making process?

Furthermore, the brand statement and go‐to‐marketing playbook are being established by the Brand
Accelerator. Once these are created, we can begin to discuss where the marketing should start
and how funding needs will be addressed.

The RAHC is a dedicated industry lead collaboration. Our entire industry has been turned upside down
over the last few years and especially the last few months. If you have any comments or questions, do
not hesitate to reach out. We are all in this together.

For more information or feedback, email hardwoodpromotion@gmail.com.

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