marketing concrete against competing materials
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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. - PowerPoint PPT PresentationTRANSCRIPT
Marketing Concrete Against Competing Materials
Bruce McIntoshVice PresidentCommunications
Topics
• Competitive arenas in the U.S. • Market characteristics• Message research and testing• Marketing programs• Market dynamics and emerging
opportunities
Competitive Arena: Buildings
• Commercial buildings• Residential buildings• Public buildings
Low-Rise Buildings (1 to 3 stories)
Concrete; 20.1Steel; 49
Concrete/Steel Hy-brid; 0.8
Prefabricated; 6.6
Wood; 23.3
Market Share, Percent
Mid-Rise Buildings (4-7 stories)
Concrete; 33.1
Steel; 34.6
Concrete/Steel Hybrid; 1.5
Wood; 23.3
Market Share, Percent
High-Rise Buildings (8 stories and higher)
Concrete; 56.1
Steel; 37.6
Con-crete/Steel
Hybrid; 6.3
Market Share, Percent
Competitive Arena: Paving
• Highways• Urban roads• Rural roads• Parking lots• Residential driveways
All Paved Roads
Concrete; 6Asphalt; 94
Market Share, Percent
Highways
Concrete; 13.5
Asphalt; 86.5
Market Share, Percent
Competitive Arena: Single-Family Houses
• Above-grade walls• Flatwork (driveways, walks, patios)• Basements and foundations• Cladding (stucco, siding)
Above-Grade Walls
Concrete; 4Wood; 94
Other; 2
Market Share, Percent
Marketing Tactics and Considerations
• 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)
Message Research and Testing
• Specifiers of building materials (engineers, contractors, architects, and others)
• Concrete industry representatives• Governmental (state and federal)
Message Testing Results
Top-rated descriptive attributes that go undisputed:1. Durable, long lasting2. Sustainable3. Economical
Positioning • Wood has regeneration, renewable• Asphalt and steel have recycling• Concrete’s has the opportunity to
own durability and long-life, our top attributes
Marketing Concrete Paving
• Key factor :
Concrete has a 6% national share of the paving market
National Advertising Plan for Paving
• 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
Initial Ad
• Attention-getting• Aggressive• “No more status quo”
Pure Positive (Yawn!)
Current Campaign: Advocacy, MIT
Working on . . .
Regional: Minnesota
• 2010 campaign targets I-94 asphalt reconstruction after just 10 years
• Arterial route in downtown Minneapolis
Regional: Minnesota• 2011 campaign of billboards and
bus shelters focused on spring pothole season
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
Regional: Columbus, Ohio• July 2012 billboard campaign on
asphalt escalators with “Crude” imagery and messaging
Other Materials• 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 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
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
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
Conclusions
• Long-term outlook very positive• Huge opportunities in paving• Trends to sustainable construction favor
concrete• Trends to life-cycle analysis favor concrete
Marketing Concrete Against Competing Materials
Bruce McIntoshVice PresidentCommunications