Stone Marketing Focus Of Seminar

NEW YORK – The direct-marketing approach with natural stone became the focus of a seminar for the Turkish-American Chamber of Commerce and Industry here late last year.
Hasan Kursad Devecioglu presented his “7 Ways To Profitable Direct Marketing of Imported Natural-Stone Products In The U.S. Marketplace” to a packed house, including representatives of natural-stone companies, at the Crown Building on Dec. 27.
Devecioglu, head of Marvelous Marketing Consultants and a contributing writer for Stone Business, noted the impact of Turkish stone imports in the U.S. market, including the country’s large increase in market share of varieties such as travertine.
He also identified some of the major problems in marketing stone in the United States, including a lack of strategic planning, unnecessary competition among suppliers, failed pricing policies, a lack of quality control and unsatisfactory customer service.
Devecioglu offered his seven steps for successful direct marketing:
• Analyze the market;
• Set goals in sales, including a sales budget for individual states or territories;
• Set pricing policies based on regional and customer groups;
• Zip code analysis to focus marketing efforts;
•.Customer loyalty and referral programs;
• Direct mail; and
• Partnerships.
Devecioglu also noted that U.S. import statistics indicate that Italian stone dominates as a luxurious product; to compete, he suggested that Turkish stone be positioned as “Exotic Turkish Stone” with a detailed marketing plan.
“Today, Americans see Turkey as an exotic, mystic country due to its history, culture and geographic location,” he said. “Branding can increase profitability and improve Turkish products’ reputation in the marketplace.”