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Mutual Materials Company is the premier manufacturer and distributor of brick and concrete products in the Pacific Northwest. Throughout their 100 year history Mutual Materials has sold their products directly to the building industry trade. To promote sales of their residential concrete products, they decided for the first time to target consumers directly. For this important campaign they selected sgwcreative based on the firm's experience in consumer advertising and expertise working in the real estate industry.
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Mutual Materials knew that to increase profits on their concrete paver products they needed to move beyond selling at price-oriented home improvement warehouses. They knew they needed to offer more than its competitors.
This was accomplished by including installation. To promote this offering sgwcreative created a campaign, utilizing television, radio, newspaper and magazine - targeting homeowners with an emotional appeal for imagining what their house be like with a new patio. The campaign directed the public to call a toll-free number for a free home estimate.
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At the conclusion of their initial 5-month campaign sales had doubled over the previous year. Additionally, Mutual Materials was able to its increase their profit margin dramatically on pavers by elevating the product above the commodity oriented retail sales environment.
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Radio Spot:
The Interrogation |
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TV Spot:
I Did It Myself |
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