Oct 23 2005
A new guide aimed at helping wood recycling companies to develop and implement a successful marketing programme to promote 'added value' products for use as mulches, surfaces and animal bedding has been launched today by WRAP (the Waste & Resources Action Programme).
The WRAP Guide to Marketing Recycled Wood Products begins with an assessment of the market and business opportunities for Recycled Wood Products (RWPs) and an explanation of the kind of products that recyclers will need to manufacture in order to meet market demand.
These include animal products (equestrian surfaces and bedding for horses, cattle, poultry and domestic animals); landscaping and horticultural products (decorative and coloured mulches, surfaces for pathways and play areas) and renewable fuel for energy production (domestic and commercial use and wood-fired energy plants).
The step-by-step guide is designed in modular format for ease of use and contains the key information needed to produce an effective marketing and promotional programme for a wood recycling business.
The marketing section explores the production and implementation of a marketing plan as well as examining all the tools of marketing communication – advertising, direct mail, public relations, web site development, sales promotion and sales support materials.
Julia Turner, Material Development Manager for wood at WRAP, said: "The guide contains something for everyone, even those companies that have been involved in wood recycling for years. As recycling companies are often so busy with their core activities, WRAP felt it would be beneficial to create a guide that provided a straightforward look at all the key elements of marketing."
"Simplicity has been key throughout as we wanted to avoid theory and jargon, so there are sections and topics to enable recyclers to be selective about the information most relevant to their businesses."
"The first section is intended to help companies decide if making a product made from recycled wood is for them. Then, for those without marketing resources to hand, the remaining sections will help to get things up and running. There is also a section listing sources of grant aid and how to get more information."
The WRAP Guide to Marketing Recycled Wood Products can be downloaded by visiting www.wrap.org.uk/document.rm?id=2198