A unit of Lasting Forests evolving since March 30, 1999
A Total Forest Management Plan and Wildland Management Decision Support System
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Marketing

When someone says " marketing is simply ..." we suspect that they are amateurs. Maybe it is understanding what people value or catches their imagination and then responding with products and services ... but it seems much more than that.

Herein, marketing includes advertising and analyzing the needs of customers to deliver needed and desired products and services. It includes the analysis as well as the delivery system...and the bridges that need to be made between the abilities of Lasting Forests and the land owner and potential buyers, users, and clients.

Fundamental parts of local marketing are:

• Maintaining traditional or past customers and users of the area, products, and services
• Satifying the past as well as new customers
• Offering new products and services (see the lists of enterprises and their activities in Lasting Forests and more county-specific proposals)
• Recruiting new users and members
• Knowing and meeting the competition
• Providing information within and outside the enterprise about products and services and the quality of the staff (to believe the message is to believe the messenger)
• Monitoring and responding to users of all types.

The following is a list to produce thought and questions about the local situation and conditions and to see if anything more effective could be done within each area to remove barriers or enhance the delivery of effective services or products.

Those with an * are believed by experts to be the most important.

1. Name
2. Product or service niche
3. Color
4. Identity
5. Logo
6. Theme
7. Package
8. Size
9. Decor
10. Attire
11. Pricing
12. Business card
13. Stationary
14. Order form/invoice
15. Inside signs
16. Outside signs
17. Hours of operation
18. Days of operation
19. Phone demeanor
20. Neatness
21. Location
22. Window displays
23. Business plan
24. Advertising*
25. Distribution
26. Service*
27. Follow-up
28. Customer service
29. Community involvement
30. Tie-ins with others
31. Public relations
32. Publicity contacts
33. Reprints of ads and publicity
34. Web appearance and functions
35. Special events
36. Testimonials and lists of customers
37. Smiles
38. Greetings
39. Contact time with customer
40. Sales training
41. Sales presentations
42. Sales representatives
43. Audiovisual aids
44. Audiotapes and videotapes
45. Refreshments offered
46. Availability of financing
47. Credit cards
48. Convenience
49. Communications
50. Club and association membership
51. Team sponsorships
52. Word of mouth
53. Circulars
54. Brochures
55. Samples
56. Consultations
57. Demonstrations
58. Seminars and lectures
59. Column in a publication
60. Books and articles
61. Contests and sweepstakes
62. Phone-hold marketing
63. Music theme
64. Booths for malls/streets
65. Roadside stands
66. Farmers and flea markets
67. Access to ad. materials
68. Access to co-op funds
69. Research studies*
70. Classified ads
71. Magazine ads
72. Yellow pages ads
73. Direct-marketing
74. Direct-mail postcards
75. Direct mail letters
76. Catalog
77. Newsletter
78. Inserts
79. Trade-show display
80. Merchandise displays
81. Billboards
82. Balloons, blimps, and searchlights
83. Advertising specialties
84. Posters
85. Bus and wind shelters
86. Telemarketing
87. Take-one boxes
88. Radio commercials
89. Television commercials
90. Gift certificates
91. Gift baskets
92. Human bonds*
93. Competitiveness*
94. Convenience
95. Speed
96. Reputation*
97. Brand-name awareness*
98. Credibility*
99. Enthusiasm*
100. Customer mailing list*
101. Marketing savvy
102. Satisfied customers
103. List of donations and public service work
104. On-line services
105. Company description
106. Description of staff

*Ten most important weapons

Perhaps self evident, the following are marketing guidelines presented to prepare owners and advisors when addressing the news media for emphasis:

1. Tell the truth. (Never lie! "60 Minutes" producer Don Hewitt says, "If you have anything to hide, avoid the press.")
2. Be accurate
3. Verify all information
4. Slow down; avoid the feeling of "instant" response
5. Identify the source of information, briefly, on the record
6. Persist to reduce clutter; repeat and repeat
7. Adversarial but amicable; courtest and respect
8. Use humor.

Strategies for Media Interviews for Marketing

1. Become familiar with the Lasting Forests notes above.
2. Use interviews to make the audience aware of the Lasting Forests, its units, and then the topic.
3. Use the key ideas: focus, clarity, and repetition (FCR).
4. Do not educate the speaker; educate the likely audience - those who will see or hear the interview.
5. Look at the interviewer, not the camera.
6. It is OK to smile.
7. Don't think of the media as the "Press" or as being monolithic. Separate print from TV, TV from radio, commercial from public media, talk show from "straight news" of "tabloid program."
8. If a reporter asks for an interview, comply. Refusing to grant interviews does nothing more than ensure that your side of the dispute receives no coverage.
9. Never, ever say "No Comment" (it sounds so incriminating, doesn't it?) unless you see no other option. In fact, there are options, there are ways of not commenting without saying those dreaded words.
10. Your goal should be to express yourself, the 6 C's; concisely, candidly, conversationally, clearly, correctly, and with compassion.
11. Use credible spokespeople. Sincerity, credibility, and accuracy are all important qualities for a spokesperson to possess. Agency spokespeople should also be well-spoken, even-tempered, authoritative, and have a presentable appearance.
12. Establish your professional credibility (personal, professional credentials, moderate and reasonable tone, accuracy).
13. Limit the number of spokespeople on the scene. Spokespeople should have some training and skill at coping with news media and should not contradict each other. Agency spokespeople should have 2-3 key points to emphasize in interviews; all spokespeople should emphasize the same messages.
14. News statement. Prepare an initial news statement that covers time and place of the protest; the nature of the event, and the number of people involved. Predigest information. Take notes for a handout.
15. Set up "file tape" situations for later use with more "nightly news" situations.
16. Whenever possible, speak in "sound bites", without diluting your message, condense, get to the point, speak in pictures or visuals yourself! Don't let yourself drone on, avoid complicated explanations and use concrete powerful examples or stories to make your point. Stick to the subject.
17. Prepare. Even for a brief comment. Say you'll call back (and do so) say you have to go to the toilet. Use a few minutes to prepare.
18. Remain the source. Let the news media know you appreciate the opportunity to help them get the story told quickly, completely, and accurately, and that it's in your best interest, as well as theirs, to work together. You want to remain the source.
19. Keep your promise. If you make a promise to get back to the reporter with more information, keep the promise. Make sure you get the information to the reporter by his/her deadline.
20. Before you begin a television interview, ensure that your backdrop is neutral. You don't want protest signs, hunters field dressing game, or bar signs behind you on the camera - these distractions can change or color the meaning of your message.
21. Be positive and confident. Project a positive image of the company and your division with which you work. During the interview, you should inject messages about improving resource management and quality of life and employment.
22. Try to relate your statement to something of personal interest to the audience.
23. Repeat, repeat, repeat. Be sure that even if massive parts of the interview are cut, the message will be present in the segment left. Repeat your 2 or 3 main points over and over again; often, it's not a conversation or even a real interview, the reporter is looking for a 5, 10, or maximum 15 second bite for his or her 1:30 story. (To achieve this, you must have a soco; a single overriding communication objective (pro-choice, pro-life, anti-gun, no taxes)).
24. "Numbers" stories seldom are of interest. People stories are of interest. Tell what an employee is doing, not the results by itself.
25. Keep it simple. The majority is operating at an 8th grade literacy level, that of a 10 year old child.
26. Use examples.
27. Become sensitive to boring topics. Get help in transforming them.
28. What makes news that reporters like
    • how many people are affected
    • how does it affect them
    • what happened.
29. TV lends itself to images, not words or numbers. Try to assemble images and use them.
30. Never lose control. The interview is not personal. The reporter is not your friend or your enemy. Kill them with kindness. In most situations, the media iare holding most of the cards. You can't "control" the press.
31. Avoid defensive language. Frame your statements in a positive tone. For example, if a negative question is posed, don't say, "No, hunting isn't a means to artificially inflate deer populations. Instead say, "Deer herds are managed by the most up-to-date techniques available to professional wildlife managers."
32. Don't be tricked into engaging in any response that would make the protesters appear to be victims of a heavy-handed government agency. Often, protesters will heckle or exchange insults with an agency spokesperson as he/she is being interviewed in an attempt to get on camera. Do not allow this to happen. If your spokesperson is being heckled, he/she should say something like, "I'm afraid these people are going to prevent you from interviewing me" to the reporter, and end the interview. This will make the activists seem unfair and unreasonable to the reporter and to the viewing audience.

    You might ask, for example, "Where are you going with this?"

33. Don't wait to be asked a question to make your point; you are not a victim. You shouldn't be a slave to questions, rather, be clear on what you want to say and say it. Your "agenda" is just as important, if not more important, than the reporter's agenda. Say to a reporter, "You know there's an important point that we haven't touched on."
34. Know the rules of talking with reporters (i.e., "on the record," "off the record," "background," "not for attribution"). Never say "off the record ... ."
35. Ask questions of the reporter to get in charge: who, when, why. Find a deadline (if any.)
36. Set the ground rules and agenda (I'll discuss XYZ today; ABC later).
37. Control length (1/2 hour max; get someone to interrupt; quit while you are ahead).
38. Refocus - say "That's not what this is about ..."
39. Do not criticize the protesters; criticize their cause. Agency spokespeople should defend the rights of activists to protest; while disagreeing with their goals. Include at least one statement in all media interviews about the animal rights agenda. For example, "Of course they are opposed to hunting. They have made it clear that they are opposed to all uses of animals including fishing, pet ownership, livestock farming, mouse traps, bug sprays, and medical research."
40. Refer if needed ("I'll call you"; I'll find you an expert on that topic; get third party verification, etc.).
41. Do not repeat the activists' message. If a reporter asks you why the activists are protesting hunting or any other agency programs, don't say, "They believe that hunting is immoral, that hunters are slobs, and that our agency's only goal is to provide targets for hunters." Instead, tell the reporter that he/she will have to ask the activists why they are protesting. Never repeat a negative message; instead focus on reinforcing your 2-3 key messages. Don't use up time on the negatives.
42. Do not answer hypothetical questions; discuss what did happen.
43. The press is not equipped for the wildland topic. We must work with them gradually, long-term. Avoid the tendency to over-educate. The reporter is the bridge, not the audience.
44. When on TV, sometimes your demeanor, appearance, and image is more important that the actual words you use. It is a visual medium.
45. Voice level and quality is important; work on it.
46. Dress and hair are important. Wear blue; no plaid or checks.
47. Slow speech; most people speed up when nervous.
48. Do not memorize material to present.
49. Gestures are OK; keep them away from your face.
50. Lean forward if seated.
51. Use a tape recorder (for protection).
52. Remember, dealing with the press is a complex "game" with a lot of variables beyond your control. We are dealing with a very "subjective" process. It can be dangerous, but it can be tremendously rewarding. But no matter how prepared you may be, you'll never bat 100%, so take your best shot and relax.
53. Tough issue strategy:
    • Get ahead;
    • Outreach;
    • Inoculation
    • Get ahead of the issue
    • Be responsive.
    • Provide access;
    • Be organized;
    • Decide who is authorized to speak;
    • Be prepared.

These strategies were compiled from numerous sources, including Steve Adubato, Jr., Rutgers University 1993, the Fur Information Council of America, the Wisconsin DNR, Virginia Dept. of Game and Inland Fisheries, and Stephen Rafe's book Mastering the News Media interview. See Media Smart (Stauffer. For further information, contact the Proactive Strategies Project.

Sample marketing letter (after Bezos, Amazon.com, 1999)

Thanks you for making yearxxxx such an exciting year for us. We're having a fantastic time and we're extremely grateful for your support. As a gesture of our appreciation we are sending this small gift - the zzzz - and hope that you enjoy it.

As you know, since we started in xxxx, people have been telling us that we're crazy. We've been working to build a place on the Internet and a field staff where people can come to find and discover how to get effective, sophisticated, modern wildland management and then to have it implemented on their lands. The parts of our concept of an integrated modern wildland system existing for profit include: forestry, wildlife, advanced recreation, fisheries, tourism, and a variety of hiking, camping, and outdoors related activities. We're nowhere close to the finish line of our vision but we've made a lot of progress and we won't give up.

All of the suggestions and feedback that we received in the past year were very helpful and became a major part of our decisions. Thanks again and best wishes for the New Year filled with family, friends, and happiness.

Sincerely yours, etc.

References

See Champe Green's Thesis (The following is a partial list from that work on early adapters. I edited and was an early contributor and committee member.)

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This Web site is maintained by R. H. Giles, Jr.
Last revision November 12 , 2001.