Objective:
Re-establish Alucobond as the true brand leader within the Aluminum Composite Material (ACM) category for the North American Architectural Market.
Strategy:
The SWOT analysis indicated that Alucobond uniquely offered the following:
- Product originator
- Strong brand awareness
- Exclusive national network of high quality fabricators
- Quality of product and process
Strategic Considerations:
- Print media is still seen as a viable medium if used tactically
- Architects visit Architectural blog sites on a daily basis
- 70% of Architects are influenced in product selection by their peers
- Video is becoming more popular as a research tool
- Social media is growing in its use by Architects
- Changing demographics of firms
Media Tactics 2013:
Media Tactics 2016:
Results:
Our fully integrated approach has resulted in the following:
- More visits to the website
- Sample requests have risen substantially
- Social media is growing with the blog being the #2 most visited page after the homepage
- Since 2013 sales volume and market share have increased