Case Study – Creating Concrete Solutions for

Company – Spec Mix
Spec Mix is the industry leader in masonry mortar mixes and mortar delivery systems. Created from a need for more consistent mortar mix ratios, as well as the demand for safety and ease of delivery, Spec Mix has risen to the top of the lists of both general contractors and architects alike, simply because of the high quality and predictability of the mortar, as well as the ease and diversity of its delivery systems.

Challenge
Move beyond the mindset of using print as the nearly exclusive means to create influence and brand awareness, and begin moving into a digital space. Prove that monetary investment is good in an online/digital marketing setting, even when the majority of business is still done by phone or in-person. Create a method of marketing that is more engaging to the customers and build brand loyalty through all ranks of the construction industry, in all locations from around the United States.

Solutions

• Create consistent social media content in a grass-roots form first to help reestablish a measurable reach; build up for eventual paid advertising
  • Focused on high-sale markets, as well as markets SMBL500 Regionals were being held with paid & organic content
  • Engage with companies on social media for a B2B channel
  • Created giveaways to fans/followers with sharing opportunity
  • Engaged community via customer support & sharing customer content
  • Sales reps create their own Twitter profiles to assist in creating content, assist in customer support, and increase SpecMix’s overall online presence
• Produce product and brand videos at a more predictable pace to use in online settings, for expos, and for dealer showrooms in concert with PoP
  • Update imagery to fit a more fast-paced, fast-sell environment (i.e. infographics, simple imagery with text, quick video testimonials related to a specific product)
• Designed and implemented a dealer-specific web site to help ease the burden of mass product knowledge, while still retaining their B2C & B2B channels
  • Each dealer received a co-branded page with dealer contact info
  • Products displayed were only products the dealer carried
• Seek new methods of advertising at the World of Concrete
  • Text advertising
  • QR code on each product linking to product sheet with links
• Update website on a more consistent basis, and revise the method(s) in which content is both created and displayed to users
  • Assist with the reorganization of the backend admin pages for ease of use
  • Utilize stronger methods of SEO creation
• Revise the image and become more consistent across all markets, through all mediums; less corporate, more image and industry-authority focused