Global Buyers Mission is Canada’s Premier Value-added Wood Marketing Event

Kelly McCloskey
Wood N Frog Communications Ltd.
September 4, 2018
Category: Special Feature
Region: Canada, Canada West

Global Buyers Mission is Canada’s Premier Value-added Wood Marketing Event

September 5, 2018
By Kelly McCloskey, RPF MBA
President, Wood N Frog Communications Ltd.

Value-added wood product companies interested in growing their sales are heading to Whistler this week to attend Canada’s premier marketing event—the Global Buyers Mission. This distinction is per the GBM’s 2017 Net Promoter Score, (a customer loyalty tool used by more than two thirds of Fortune 1000 companies), and four wood product companies who shared their specific GBM experiences. The latter includes two first time Ontario participants producing live edge hardwood slabs and plank accent walls, as well as two seasoned GBM participants; a large producer of cedar products and a small producer of textured millwork. 

The Net Promoters Score (NPS) metric is based on the question: on a scale of 0 to 10, would you recommend this event to a friend or colleague?, where the % detractors (those giving the event a 0 to 6) are subtracted from the % promoters (those giving it a 9 or 10). With possible scores between -100 and +100, the participating GBM buyers and sellers scored the event at +55, more than double the industry average for manufacturing trade shows.

How the GBM helped four wood product companies expand their sales is summarized in a 2017 case study. Here are the highlights:

  • First time GBM participant Dennis McGlynn of Creative Wood Unlimited—an Ontario company producing live edge hardwood slabs—said he lacked the capacity or capital to evaluate and pursue US or offshore markets. More confident after giving the GBM a try, he commented “it was the best trade show I’ve attended in my 30 year career”. McGlynn left the event with ten good leads.
  • Adding a new line to your product mix can be the key to capturing international interest but for first time GBM participant Chris Martin—owner of Horizon Coating— his Provincial PlankTM wall accents “needed to be seen and sensed to be appreciated”. Exhibiting at the GBM not only allowed prospective customers to experience the product, he said it helped him engage with non-English speaking markets with unique cultures.
  • The San Group—a BC forest products company—had attended the GBM before but elevated the importance of value-added sales growth after a recent aquisition and product line expansion. For Business Development VP Bob Bortolin, “the preponderance of quality buyers and the diversity of markets represented are the GBM’s major selling points”.
  • While those new to export have much to gain from the GBM, event-veterans like Barker Manufacturing of Victoria, say they benefit from repeat attendance. President, Jim Barker has been tempting GBM delegates with his textured wood products for many years, and knows that the ‘gestation period’ for his tactile line can be five to ten years. Barker adds that the value proposition is somewhat intrinsic to the event itself, “including networking with other value added-added exhibitors”.

Not attending the 2018 GBM? The Tree Frog News will provide updates starting Thursday.

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