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Case Study

Girder-Slab: Putting Product Awareness on the Fast Track

GIrder-Slab Technologies LLC.

Challenge

Girder-Slab Technologies is the inventor and developer of an innovative composite steel-and pre-cast concrete hybrid system for the high-rise residential construction market.

In 2006, Girder-Slab looked to further separate itself from its competitors and expand its market share. Following a careful search, Girder Slab selected Baublitz Advertising to identify and address obstacles to this goal.

Through primary and secondary market research, Baublitz discovered that in spite of an overall favorable impression of the Girder-Slab system, there was still a significant lack of awareness of the company and the product’s availability and strengths. The relatively new arrival of the Girder-Slab technology in the marketplace, and a low level of existing marketing had also contributed to the low level of prospect awareness.

Girder-Slab CD
Solution

Girder-Slab’s product possessed several distinguishing characteristics including proven performance, existing customer satisfaction and cost-effectiveness.  Baublitz identified the strongest, most compelling element to communicate to prospective Girder-Slab users: the system had the capability of trimming nearly 25 percent off construction schedules.

Baublitz used this key differentiator to establish a focal theme — Take Speed of Construction To A Higher Level — that unified Girder-Slab’s marketing efforts. In addition, through its MAP™ process, Baublitz developed and executed a high-profile marketing program to the national construction market.

Result

Using direct mail, trade print advertising and Web-based marketing, Girder-Slab built visibility – and credibility – among builders, architects and engineers. Daniel G. Fisher Jr., Marketing and Distribution Representative, Girder-Slab Technologies, said Baublitz’s “unique” design generated increases in Web traffic and in requests for the company’s free marketing video. More anecdotally, Fisher said Girder-Slab continually receives compliments on its website from clients. 

"Without question," Fisher said, "we are receiving more quality leads on potential projects throughout the United States, Canada and overseas since implementing Baublitz's marketing strategy."