The U.S. market is composed of many highly specialized market sectors. Each industry or sector requires very specific marketing strategies targeted at a specific audience. Marketing strategies used to reach consumers in New York often differ slightly in order to reach those in the Midwest or West coast for the same product. 

Developing a successful export strategy is a complicated process, but there are some basic points to keep in mind when determining how to approach prospective U.S. buyers. In general, U.S. customers place a high value on:

• Perception: How a product is positioned in the marketplace and how it is perceived by other consumers plays a large part in purchasing decisions, which is why product branding is very strong in the U.S. Customers are generally interested in knowing what competitive advantages your company offers, and why they should buy your product over your competitors’.
• Price: It’s important to note that price is often not the only consideration, nor is always the determining factor in a consumer’s decision. Nevertheless, U.S. customers are price conscious, especially in sectors where there are competing suppliers available for the products or services desired.
• Promotion: Effective promotion can instigate trial for a new product in the marketplace. Advertising and discounts are among the most popular techniques and, if implemented correctly, can determine the success of your product or company.
• Distribution: The decision of where your product will be available for purchase by the end consumer is very important. The success of your product depends on the convenience it offers the consumer.
• Professionalism: U.S. customers value supplier reliability, professionalism and customer service. These three attributes contribute to the customer’s overall satisfaction for the product.

It’s important to know your target audience and recognize that your potential market includes consumers whose interests vary according to demographics such as gender, age, ethnicity, education, and other interests; as well as businesses whose priorities vary according to industry sector, geography, and size, among other factors. Chambers of commerce and other industry associations help you in networking, and in understanding your market, your line of business and your competitors.

A strategic marketing campaign is an important part of this effort. You will need to position your products/services in such a way that potential U.S. customers understand why they should choose a Turkish supplier. This can be achieved through promotional campaigns, as well as through membership in key trade associations and participation in industry sector trade shows. Be sure that marketing materials show your competitive advantage and promote other export successes that will give you credibility in a new market. For example, if you have been successful in the European Union or if your quality is a world standard, highlight those achievements.  

Finally, keep in mind that you will need to continuously review your export strategy to improve quality, costs and delivery. Given the demands of the U.S. marketplace and the level of competition, you will need to continuously work to gain and maintain a position within an industry sector.

Source: This information was taken, with permission, from a presentation on “Establishing Your Brand in the U.S. Market” given by Ron Monford, Chairman, U.S. Chamber Small Business Council on International Trade, and former President & CEO, Mind Over Machines, Inc.