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Marketing Concrete Against Competing Materials

Bruce McIntosh Vice President Communications. Marketing Concrete Against Competing Materials. Competitive arenas in the U.S. Market characteristics Message research and testing Marketing programs Market dynamics and emerging opportunities. Topics. Competitive Arena: Buildings.

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Marketing Concrete Against Competing Materials

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  1. Bruce McIntoshVice PresidentCommunications Marketing Concrete Against Competing Materials

  2. Competitive arenas in the U.S. Market characteristics Message research and testing Marketing programs Market dynamics and emerging opportunities Topics

  3. Competitive Arena: Buildings • Commercial buildings • Residential buildings • Public buildings

  4. Low-Rise Buildings (1 to 3 stories)

  5. Mid-Rise Buildings (4-7 stories)

  6. High-Rise Buildings (8 stories and higher)

  7. Competitive Arena: Paving • Highways • Urban roads • Rural roads • Parking lots • Residential driveways

  8. All Paved Roads

  9. Highways

  10. Competitive Arena: Single-Family Houses • Above-grade walls • Flatwork (driveways, walks, patios) • Basements and foundations • Cladding (stucco, siding)

  11. Above-Grade Walls

  12. Messages that have been externally tested Market share vs. market size Campaign approach targeting specific issues Thought leadership: Controlling the conversation Part of imaging/branding (Think Harder) Marketing Tactics and Considerations

  13. Specifiers of building materials (engineers, contractors, architects, and others) Concrete industry representatives Governmental (state and federal) Message Research and Testing

  14. Top-rated descriptive attributes that go undisputed: Durable, long lasting Sustainable Economical Message Testing Results

  15. Wood has regeneration, renewable Asphalt and steel have recycling Concrete’s has the opportunity to own durability and long-life, our top attributes Positioning

  16. Key factor :Concrete has a 6% national share of the paving market Marketing Concrete Paving

  17. Targets: Public works officials, consulting engineers, city/county officials Tactics: Aggressively communicate concrete pavement as durable, sustainable, and economical Capitalize on new opportunities (rising asphalt prices) Address issues that present barriers to greater share National Advertising Plan for Paving

  18. Attention-getting Aggressive “No more status quo” Initial Ad

  19. Pure Positive (Yawn!)

  20. Current Campaign: Advocacy, MIT

  21. Working on . . .

  22. 2010 campaign targets I-94 asphalt reconstruction after just 10 years Arterial route in downtown Minneapolis Regional: Minnesota

  23. 2011 campaign of billboards and bus shelters focused on spring pothole season Regional: Minnesota

  24. Campaign Impacts • Increased visibility for material choices: concrete versus asphalt • Galvanized and motivated allied industry • Minnesota public officials • Forced media response • Increased allied industry influence • Elevated dialogue • $65 million additional concrete projects 2011-2012 Mn/DOT program

  25. July 2012 billboard campaign on asphalt escalators with “Crude” imagery and messaging Regional: Columbus, Ohio

  26. Web site: www.think-harder.org PCA e-newsletters Social media (Think Concrete blog, Twitter, Facebook) Outreach materials on benefits, issues, and economic impact Promotional items Other Materials

  27. Other Campaigns: Resilience • Capability of a building or community to survive and recover from a disaster such as tornadoes, fires, hurricanes, floods etc. • Strategy is intended to raise awareness of the benefits of concrete • Concrete products include walls, floors, finishes and roof tiles

  28. Resilience: Program Elements and Tactics • Target: Community leaders, building code officials, elected officials in disaster areas • Segment: Homes and buildings that offer safe and sustainable communities • Goal: Stronger building codes and local practices that favor concrete

  29. Pilot Program: Joplin, Missouri • Community event with presentations, exhibits, and tours showcasing safe and sustainable concrete. • Advertising in local newspaper and Facebook • Earned media • Outreach materials: fact sheets, social media, web site • Think Harder gear

  30. Conclusions • Long-term outlook very positive • Huge opportunities in paving • Trends to sustainable construction favor concrete • Trends to life-cycle analysis favor concrete

  31. Bruce McIntoshVice PresidentCommunications Marketing Concrete Against Competing Materials

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