BUSINESS: Fighting a Monster

[ÆSiR]

What do I do?

If you didn't allready know... I am in the Building Stone Industry.
The biggest competitor to the Natural Stone industry is not Brick... it is infact "Fake Stone'

I have been assinged to making a plan to combat this monster.
I have no idea how to fight the fake stone.

Cultured Stone (Fake Stone) Businesses are manufacturing stone that is cheaper, easier to install, and looks d*** close to real stone. They Layman cannot tell the difference between real and fake stone. We are starting to see $2 million dollar houses with fake stone on it... people just don't know. In Fact Fake stone industries promote there fake stone as real stone (Fake stone is a silica product... they blend sand, quartz, aggregate, and other natural product... It's like calling concrete Stone)

What to do. What to do.

How to fight this:



-Æ (Peace)

[Foul Temptress]

Could you possibly carry a line of fake stone also, as an alternative for your customers. Jump the bandwagon?

[RightWingZealot]

Aesir,

So fake stone looks as good, and is easier to install?
Why is real stone better than fake stone?

[ÆSiR]

Originally posted by Princess
Could you possibly carry a line of fake stone also, as an alternative for your customers. Jump the bandwagon?

I have presented the idea to my company.
The fact is, we are a Stone Quarry/Producer as well as a supplier. We make the most profit off of what we quarry. To promote Fakes Stone, is to take away from our Bread and Butter. Basically "Eating our young". It is also a different type of business all together... it is a cutthroat, drop your drawers type business. Guy with the lowest price gets the job. With Real stone, it's more of a Quality issue... and we are Top Quality.

I agree with you in some respects... carry it, so we do not lose that part of the market, yet still promote natural stone. When someone comes in for fake stone, try to steer them away... but if they don't budge, then we can still make a sale.

Our company has been family run for 50 years, and they don't believe in change... stone purists if you will. They do-not believe in fake stone. 50 years of Tradition.

-Æ (Peace)

[Grizzly]

Could always run stress and longevity tests and show the differences between fake and real stone.

Could also try and find out what chemicals are used to make fake stone then search online to see if those chemicals are even remotely carcinogens. Then say how your real stone is not only more durable and strong it is healthier than fake stone.

Just some thoughts.

[ÆSiR]

Originally posted by RightWingZealot
Aesir,

So fake stone looks as good, and is easier to install?
Why is real stone better than fake stone?

I understand what you are saying.
Promote the aspects of Real stone, and advertise what is wrong with the Fake stone. There lies the problem... Natural Stone when compared side by side will still look noticably different, More color, more defintion, being natural there are no duplicates. However the architects and builders, do not care about this... They care about Price and Speed. They want the fastest thing put up at the lowest price... the ability to pump out houses as fast as possible and increase there profit. So they tell the people... get fake... it's cheaper, and you cannot tell the difference.

Fortunately there will always be people out there, that say.. I don't want fake, I want the REAL thing. We need to promote the natural beauty of REAL stone.

-Æ (lalala)

[DngrMse]

The entire earth is basically made up of rock. Yet people have found a way to make money by producing fake rocks. What a world.


I'd push the quality, and 'real thing' angles. Fake stuff has connotations of cheesiness, don't be afraid to further this view.

What benefits does the prospective buyer achieve when going with the real thing? How are home values affected by one or the other?

[ÆSiR]

Originally posted by Grizzly
Could always run stress and longevity tests and show the differences between fake and real stone.

Could also try and find out what chemicals are used to make fake stone then search online to see if those chemicals are even remotely carcinogens. Then say how your real stone is not only more durable and strong it is healthier than fake stone.

Just some thoughts.

Stress + Logevity - Good point if we are talking directy to the homeowner, however most of the time it is the builder/mason we deal with. In there eyes... as long as it stays on for 3 years they are in the clear.. And it does do that.

I will research the chemicals... that is an interesting approach.

-Æ (Thanks for the help guys... you wound up my thought process)

[ÆSiR]

Hmm.... you're right... Fake = CHeesy in most cases.
Can anyone think of other natural products that have a fake counterpart... that equals cheesy?

This could be an interesting angle for an ad campaigne?

You wouldn't buy ______ would you? Then why buy fake stone?

-Æ (hmmm... I like it)

[DngrMse]

Approach this from two angles:

1. Push the honest article with the end consumer. Natural is better! The builders will put in what the buyer demands.

2. Partner with house construction companies. Offer them discounts, assistance, etc in exchange for their agreement to use the real thing.

3. Get the crazy zealot guy to condemn fake stones as "The Devil!".

[DngrMse]

Originally posted by ÆSiR
Hmm.... you're right... Fake = CHeesy in most cases.
Can anyone think of other natural products that have a fake counterpart... that equals cheesy?

This could be an interesting angle for an ad campaigne?

You wouldn't buy ______ would you? Then why buy fake stone?

-Æ (hmmm... I like it)

Naugahyde. Would you wear a naugahyde jacket, or leather? Dentures better than natural pearlies? You have plastic grass in your front yard? I think fake stone would look just fine....coupled with a fake fireplace, that lovely faux marble plastic countertop, and that fake plastic laminate 'wood' furniture that's all the rage.

[ÆSiR]

Originally posted by DngrMse
3. Get the crazy zealot guy to condemn fake stones as "The Devil!".

YES!!!! THAT'S ITTT!!!!!!!

LOL Sweet!

To answer RWZ:

Why are fake boobs worse than real boobs?
They are bigger, and look/feel like the real thing.

-Æ (Lol)

[teddybear]

Originally posted by ÆSiR

Our company has been family run for 50 years, and they don't believe in change... stone purists if you will. They do-not believe in fake stone. 50 years of Tradition.

-Æ (Peace)

just a quick side note. as far as bussiness and growth goes in order for the above you need change. the customers change their ways of thinking and so do companys. let me explain.

in the past the real stone was not as expensive and they did not have the fake stones. now that their is fake stone which in the long run is cheaper and quicker for the builder in turn saving more money on labor time.

you always have to meet the needs of the customers or you will not have any customers at all.

i think you were on the right track as far as getting a small line of the fake stone and when a customer comes in for the fake stone try to persuade them to the real stone. if that is not possible then go ahead and make the sell with fake.


just my opinion take it for what it is worth

[ÆSiR]

Originally posted by DngrMse


Naugahyde. Would you wear a naugahyde jacket, or leather? Dentures better than natural pearlies? You have plastic grass in your front yard? I think fake stone would look just fine....coupled with a fake fireplace, and all the above.

YES!!!!!!! I like that... Oh DNGR you are officially "THE MAN"


Billboard:
Would you put astroturf on you're front Lawn? (Picture of Photochopped AstroTurf Lawn)
Then why buy fake Stone?
(Picture of Our company logo and our website.)

I'm doing it. Damn... thats good.

-Æ (Sweeeeeet!!!!!! The leather is a good angle too! All them rich people with leather coats.)

[ÆSiR]

Originally posted by teddybear

just my opinion take it for what it is worth

I agree with you 100%. Before fake stone all looked like spray painted concrete, and was not a threat. Change is good. Now tell my Boss that... :: Runs over and bangs his head into the copier :: There that was more productive.

-Æ (LOL)

[DngrMse]

Originally posted by ÆSiR



YES!!!!!!! I like that... Oh DNGR you are officially "THE MAN"

I expect additional kitty points for all the neuron time I've devoted to this.

[ÆSiR]

25 Kitty Points for DngrMoose.

Ok... if anyone see's a picture of a giant billboard, send a link this way... I want to photochop it right onto a billboard.

-Æ (Peace)

[teddybear]

Originally posted by ÆSiR




Billboard:
Would you put astroturf on you're front Lawn? (Picture of Photochopped AstroTurf Lawn)

Hell ya i would!!!! then i wouldnt have to mow. it would always be nice and green. and no weeds. i might evan put it on the sides and in the back too.

[Grizzly]

Originally posted by DngrMse


I expect additional kitty points for all the neuron time I've devoted to this.

Me too!

As for more ideas...see how fire resistent the fake stone is as well as checking out it's insulation properties.

[ÆSiR]

Hrmmm... Preliminary (It's missing something...)