The Challenge:
Introduce a permeable, eco-friendly paving option.
- Developed a strategic marketing plan for the introduction of the ECO-TEK® pavers to target designing and specifying products for commercial and residential applications, those involved in providing local municipalities, parks, and building construction with environmentally-friendly options, and storm water management solutions.
- The introductory marketing plan was designed with dual objectives. First, the plan was designed to provide advertising exposure and to introduce the new ECO-TEK® pavers to the potential target audiences located in the tri-state area. The second objective was to provide a direct sales message to defined potential customers, and establish a sales contact.
- Direct marketing was used: introductory direct mailer and brochure, mailed a mini-scale kit of the ECO-TEK® pavers, and sales department follow-up phone calls.
- Other integrated elements included: ads in regional magazines, mini-website, online links, and public relations featuring customer testimonials.
- The added exposure of R.I. Lampus Company's commitment to green landscaping garnered positive feedback in the industry.
- The mini-paver promotional campaign provided an effective educational tool, initiating sales calls with new and existing customers.
- Received print and online publicity exposure.