Objective:
Generate awareness for Lumiflon resin technology to a variety of market audiences:
- Architectural
- Maintenance
- Bridges
Strategy:
The SWOT analysis identified key advantages of Lumiflon:
- Next generation resin technology
- Expensive product with long-term benefits
- Need for product education
- Well established overseas
Strategic Considerations:
- Utilize a push-pull education focus. Push at the paint company chemist/consultant and then pull through at the Architect specifier level
- Webinars offered ideal and popular mechanism for target audience education
- Social media growing in its significance to build brand awareness
- Paint and Coatings Companies willing to co-promote
Media Tactics:
Results:
- Increase in website traffic
- Webinar CEU strategy has generated highly targeted and actionable sales leads which have led to an overall increase in sales volume