michael buckley

8/10/2019 Michael Buckley

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B2B Wood Promotion andCommunications in Asia

Michael Buckley MPhil, FIWSc

Paris, November 2014

TURNSTONE

Communications

PROMOTING WOOD


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Turnstone Communications Pte Ltd,Singapore

Promoting Wood

Private consultancy - working exclusively in the forestproducts and wood industry sector on behalf of

governments, associations, companies and clients,mainly in Asia.

Personnel and associates have specific experience inthe forest products sector and wood industries, as wellas in publishing and market sectors.

TURNSTONE

Communications

PROMOTING WOOD


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Turnstones MotivationBelief in Clients

Examples:

Genuine sustainability of American hardwoods(AHEC)

Need for uniform grading system to maximise forestyield (NHLA)

Necessity to communicate issues (GTF)

Benefits of national forest certification (PEFC)Efforts in forestry responsibility (MTC/MTCC)

TURNSTONE

Communications

PROMOTING WOOD


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Turnstone Strategy & Tactics

Working inside media, providing the most reliable data and

information, offering high quality, authoritative copy and

directly connecting media with clients. Networking within

the forestry and manufacturing sector and participationwithin industry events

Objectives include:

Raising Profile with PR and Brand Building

Identifying Opportunities for Promotion Alerting Media to Industry Issues

Educating Journalists as the Route to Consumers

TURNSTONE

Communications

PROMOTING WOOD


5/15

The Asian Market for Wood

Production from local natural forests is decreasing,due to restrictions and poor husbandry in the past

Production from new plantations is producingfiber, but not much quality solid wood

Consumption of wood products is growing aspopulations and standard of living increase

Environmental awareness and concern is slow

TURNSTONE

Communications

PROMOTING WOOD


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What consumers care about in Asia

depends on where they are and whothey are

The wealthy in Indonesia are very different from

the rich Chinese, but money is key for most Asiansat all levels of society

So price comes before the environment

But, Asians are becoming more savvy and areslowly learning about environmental issues

Education is of vital importance to Asiancommunities and teachers and media are often ill-informed about forests

TURNSTONE

Communications

PROMOTING WOOD


7/15

What is driving wood & paper

products consumption in Asia? Economic growth is dynamic

Consumption of all materials is rising

Growth of a new middle class andimproving standards of living are themain drivers, which is turning manyAsian producers from exporting towards

local distribution, especially since 20086 out of 11 of the worlds fastest growing middle classes arein Asia. But the big one affecting wood supply and demand

TURNSTONE

Communications

PROMOTING WOOD


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8

Middle Class in Developing Countries Could Reach 616 Million

Households By 2020, Up 138% From 2009 Levels25% of households in these countries are middle class. By 2020, this could

increase to 49% and the impact on food consumption will be large Developing

countries with fastest growing middle class

234

60

12

9

8

7

6

5

4

3

3

2

2

1

0 25 50 75 100 125 150 175 200 225 250 275 300 325 350

China

India

Brazil

Indonesia

Russia

Egypt

Thailand

Mexico

Turkey

Vietnam

Philippines

IranPoland

Nigeria

Households with real PPP incom es greater than $20,000 (in m il li ons)

2009 levels Proj gains by 2020

Source: Global Insights Global Consumer Markets data as analyzed by OGA


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According to the Shanghai Timber Trade

Association's market report, China's softwoodtimber imports have experienced an increase of

141.1% in the last five years.

While China's domestically-produced timber only increased by 2.3%in 2013, the amount of imported timber grew 18%.

Within one year (2012 - 2013) North America's softwood timber

import to China increased by 50%!

TURNSTONE

Communications

PROMOTING WOOD


10/15

What impact has so far been

achieved in Asia?

Widespread coverage in B2B media

Many editors and journalists now know aboutPEFC

Participation by PEFC in industry shows

Presentations at conferences and seminars

PEFC included in forest certification debates

PEFC even made front covers.

TURNSTONE

Communications

PROMOTING WOOD


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2013 Nov 2014 Oct

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Architecture Construction

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B2B PR

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Given that PEFC is the worlds largest certification system, it is a strong

option for Asia, so some recommendations are:

Continue to inform a wide range of forest industry players - from forestresource management to manufacturing industries - as to the market

opportunities and choices that PEFC endorsed materials can offer

Inform and lobby governments about the national and internationalbenefits of national certification endorsed by PEFC

Explain to professionals why PEFC is both similar and different to FSC

Communicate to trade & industry in Asian countries yet without anational scheme, how they can use and benefit from PEFC CoC

TURNSTONE

Communications

PROMOTING WOOD


15/15

Further information about Turnstone:www.turnstonesingapore.com

Thank you!

TURNSTONE

Communications

PROMOTING WOOD

michael buckley

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