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Specialty Fabrics Review interviews Alex Kouzmanoff, vice president of Aztec Tents

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Your Tidewater Sailcloth tents have been hugely successful. How have you marketed the product?

We’ve gone about marketing the Tidewater Sailcloth tents in a couple of ways that seem to have been productive. One is by creating a website solely for users of that product. We did this as a marketing leverage piece to get people on board because so much of the product’s appeal is visual—and how do you sell something so image-focused? By images.

The other approach we’ve taken is to market to specific end users. We target individuals within a certain age group who are engaged. We use social media to bring the messages to the identified demographic: You could get married under one of these tents. And we have a directory of addresses and phone numbers of individuals who can supply and service the tents—so we’re driving customers to our customers.

Sigrid Tornquist is a freelance author and editor based in St. Paul, Minn. She is also the associate editor of InTents magazine, a publication of the Industrial Fabrics Association International.

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