Developing new marketing strategies

Tuesday, March 6, 2012 - 1:00 – 4:00pm

Speakers: Delton Aldermann, USDA FS


This session addresses specific strategies for the identification of new markets and opportunities – and invigorate current strategies. Using a hardwood product, we will ‘walk’ through the marketing process. Topics include, among others, target market identification, market segmentation, product development, and product positioning.



Delton Alderman holds a B.S. in Forestry and Wildlife Management and a M.S. and Ph.D. in Wood Science and Forest Products, with an emphasis in Forest Products Marketing from Virginia Polytechnic Institute and State University in Blacksburg, VA. He spent 5-years as procurement forester and 8-years as a forestry consultant in NC and VA. After completing his Ph.D., he joined the U.S. Forest Service in 2001 as a Research Scientist with the Northern Research Station in Princeton, WV. His research interests include marketing strategies and tactics for hardwood companies, consumer perceptions of hardwoods, U.S. and International housing markets, hardwood quality attributes, furniture customization, entrepreneurial marketing for sawmills and producers, and personalized technology transfer models. He has a member of the SAF, the Forest Products Society, and the American Marketing Association.