Woodworker's Marketing Guide -- AKTRIN, wood industry market research

WOODWORKER'S MARKETING GUIDE

Order #: W168_1995TPp; US$ 50.00
Published by Taunton Press, 1995; 144 Pages

Skillful marketing practices for woodworkers. This well organized guide applies basic techniques to the special needs of commercial woodworking. The author shows how to organize marketing efforts to achieve commercial success. He explains how to think like a marketer, how to set realistic goals, develop strategic plans, create advertising, use direct mail techniques and benefit from trade and craft shows. He gives tips for creating effective promotional materials and shows how to develop customer lists. Includes sample marketing plan to adapt to any situation.

TABLE OF CONTENTS

WHAT IS MARKETING AND WHAT CAN IT DO FOR ME?
- Marketing Helps Recession-proof your Business
- Profit and Cash Flow
- Using Competition to Advantage
- Eliminating price Competition
- Earning a good living as a Woodworker
PLANNING YOUR BUSINESS
- Leveraging your Time
- Elements of a Basic Marketing Plan (Strategy & Tactics)
GETTING STARTED
- Naming your Company
- Creating an Identity
- Developing a Logo
SETTING GOALS
- Setting long-term Goals
- A Step-by-Step Plan
EVALUATING YOUR STRENGTHS AND WEAKNESSES
- Find a Need and Fill it
- List your Strengths and Weaknesses
YOUR PROSPECTIVE CUSTOMERS
- Target your Efforts
- Defining Potential Customers
YOUR PRODUCTS, YOUR SERVICES, YOUR SKILLS
- Make your Customer Happy
- Your Product Line
- High-Quality Work Generates Jobs
- Outsourcing Work
REACHING YOUR PROSPECTIVE CUSTOMER
- Creating a Plan
- The First Year
- Money and Budgets
BASIC MARKETING TOOLS
- Direct Mail
- Sales Letters
- Follow-Up
CREATING AN EFFECTIVE BROCHURE
- Elements of a Brochure
- Writing the Brochure
- The Copy Questionnaire Helps Focus your Efforts
PHOTOS AND PHOTOGRAPHERS
- Why Use a Professional Photographer?
- Shooting your Own Work
GRAPHIC DESIGN AND PRINTING
- Finding a Designer
- Working with a Designer
- Printing your Materials
YOU'VE GOT A BROCHURE, NOW WHAT?
- Distributing your Brochures
PERSONAL CONTACT
- The Phone
- Networking
YOUR PORTFOLIO
- Assembling a Portfolio
- Customizing your Portfolio
- Technology and your Portfolio
DEVELOPING SALES SKILLS
- Selling is Problem-Solving
- Sales Training
- Trial Close and Final Close
ADVERTISING
- Should you Advertise?
- Creating Effective Advertising
- Picking your Media
- Yellow Pages
- Tracking your Ads
QUOTES AND ESTIMATES
- Using Marketing to Raise your Prices
- Pricing your Work
BECOMING A LOCAL EXPERT
- Publicity
- Writing Articles and Books
- Galleries and Shows
THE IMPORTANCE OF REGULAR CONTACT AND FOLLOW-UP
- Referrals
- Follow-Up
PROFIT CENTERS
- Products
- Services
MAKING TIME FOR MARKETING
- Time Management
- Hire a Marketing Department
RESOURCES
INDEX

The AKTRIN Group of Information Centers is an international consulting firm fully dedicated to the furniture, textile and wood industries. Our research library contains over 1500 reports, covering all aspects of the residential and office furniture markets, textile, fiber fabrics, apparel, garments, as well as wood products, lumber, MDF, particleboard, plywood, millwork, windows, doors, floor coverings and much more.

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