Hearthlist Digest #593 - Saturday, April 14, 2001 (no subject) by "Craig Issod" <[email protected]> Don't do the HPA mergers because of a loss of message? by <[email protected]> Re:diversity by "Polly Barnes" <[email protected]>
(back) Subject: From: "Craig Issod" <[email protected]> Date: Fri, 13 Apr 2001 21:11:53 -0400 >Craig, > >Your saying that the HPA shouldn't to grow by merging with BBQ and >Patio because it will dilute our hearth marketing message is is like >saying Apple computer shouldn=92t grow by developing a common >operating system because Apple will dilute their marketing message. No, it'd like saying Apple should not do Computer Desks. > >Further diluting a weak marketing message doesn=92t seem to be much of >a reason for not merging HPA, BBQ and Patio associations. Only from my narrow view since that is my main concern with the industry right now. > >Craig, on the personal side, I=92ll bet you a big bowl of grits and >redeye gravy that your net income from your exceptionally well done >website will grow dramatically, if you properly expand it into BBQ >and Outdoor Room products. There are hundreds of new and premium >manufacturers and retailers to market your website to, if you >expand. Don=92t be narrow, negative and fearful. Your website can make some serious money for you from this new opportunity and provide increased benefits for all your current clients. Well, since I'm a life long vegetarian I find it tough to get too far into the BBQ thing. HearthNet has no intention of going into this stuff other than the fact that we would run ad campaigns, etc for such clients..and always would have. However, you will not see any articles on how to cook a juicy steak on hearth.com. Nor will you see "plastic vs. wood" in casual furniture. Even with over 3000 pages of information on hearth, there is still a lot to do and it would be a distraction to branch out too far. When you pick up "Fine Woodworking Magazine", you don't want articles on the best pickup trucks to buy. You want fine woodworking info. We are following the same specialty magazine type of format. > >Celebrate the opportunity for diversity and growth in the HPA. These >mergers are not a =93zero sum=94 process. The results of this merger can >be much greater that the parts going into it. We will all benefit. I'll take a wait and see attitude. I'm one of those guys who never reads the casual pages in H&H magazine. An ancient relic! -- ------------------------------------------------------ Craig Issod HearthNet at http://www.hearth.com [email protected] Everything your Hearth Desires ------------------------------------------------------ ------------------------------------------------------
(back) Subject: Don't do the HPA mergers because of a loss of message? From: <[email protected]> Date: Fri, 13 Apr 2001 21:13:21 -0400 Craig, Your saying that the HPA shouldn't to grow by merging with BBQ and Patio because it will dilute our hearth marketing message is is like saying Apple computer shouldn=92t grow by developing a common operating system because Apple will dilute their marketing message. Further diluting a weak marketing message doesn=92t seem to be much of a reason for not merging HPA, BBQ and Patio associations. Reality is that HPA has never had much of a marketing message and it will never be able to buy one like your =93Got Milk=94 reference. By the way, as I recall, the dairy industry has not been happy with =93Got Milk=94 because the per capita milk consumption has continued to decline. Great marketing messages are not a measure of non-profit trade association success. Reality is that the various HPA support committees (excluding the EXPO committee) have always been =93broke=94 but they can get usable funding increases if HPA membership grows significantly. One of the justifications for mergers with BBQ and Patio is that it can be a net income producer for the hearth products side, if the mergers are done right. That means more funds hearth marketing in your Communications Committee (Expanded Public Relations I hope!). Craig, on the personal side, I=92ll bet you a big bowl of grits and redeye gravy that your net income from your exceptionally well done website will grow dramatically, if you properly expand it into BBQ and Outdoor Room products. There are hundreds of new and premium manufacturers and retailers to market your website to, if you expand. Don=92t be narrow, negative and fearful. Your website can make some serious money for you from this new opportunity and provide increased benefits for all your current clients. Celebrate the opportunity for diversity and growth in the HPA. These mergers are not a =93zero sum=94 process. The results of this merger can be much greater that the parts going into it. We will all benefit. Roger Sanders Fireside Inc. Bend, Oregon > Craig wrote: > No, Roger. My reason would be simply to avoid dilution of the > marketing message. When it comes to marketing and communications, we > are BROKE. What I am saying is that your org spends less each year in > promotion of our industry than some top-notch retailer do. No "got > milk" campaign for HPA.
(back) Subject: Re:diversity From: "Polly Barnes" <[email protected]> Date: Sat, 14 Apr 2001 12:08:03 -0400 There many Hearth retailers that have another half to their business. Because the hearth business used to be so seasonal. The other half of our business is Lawn Equipment. This was the natural to hearth so people = could buy their chainsaw and stove in the same spot. Now we sell and service lawn equipment, stoves and grills. There must be other retailers that still compliment the hearth with lawn equipment. So do we combine them until another alphabet? Just a thought.