A challenge InMichiana easily faced
Kuert Concrete™ does not sell decorative concrete - it sells to home builders and contractors SpectraCrete™, an exclusive integral coloring system used to make decorative or colored concrete. Using SpectraCrete, the builders and contractors can help a homeowner achieve exterior custom beauty - even in concrete.
Using this distribution system meant Kuert took on the responsibility of building awareness and interest with home owners - then handing off the consumer to the builders and contractors to close the sale and install the product.
Kuert came to Force 5 for strategic counsel to help achieve their revenue goals by marketing to consumers and selling to the trades.
The limited geographic radius in which Kuert deals meant identifying a local magazine, with excellent color production and tight demographics, to develop the awareness and interest would be perfect --- InMichiana was the perfect choice and the stats tell us so.
Our first step was to build a comprehensive web-based process where the reader is directed from one of two calls to actions in the ad to a specific URL address with more product data, photos, patterns, a contact form, and ad source identifier is available.
Once the form is completed, one copy is sent to Force 5 and one to Kuert for evaluation and pass off to the best contractor.
Our flight schedule with InMichiana was solid and selected to work even harder based on editorial and expert interviews with Kuert management.
The sales, editorial and publishing staff at InMichiana, made the entire process smooth and easy. They freely shared ideas to make the campaign even stronger.
After a total of 8 combination inserts of half and full page ads, we have garnered a total of 35 responses, which all include an enormous amount of consumer provided data points.
Of course, Kuert wanted to ensure consistent messaging direct with the consumer at point of sale so tools to help the contractor were developed for Kuert. But without the results of advertising with InMichiana, the tools would not be used as often or result in the strong demand we are now seeing.
The magazine brings us the consumers and the campaigns backend management process delivers what the consumer wants - quick access to product data, colors, stamping patterns, and contractors.
Take a look at the SpectraCrete consumer marketing material.