Download PDF version (198.2k). The full text of this article is available as a PDF document.
Marketing consultant Larry Silver took a position marketing concrete lintels with Faddis Concrete Products, a Pennsylvania precaster. He tells of his experiences marketing a concrete fence for the company. The first step in the successful marketing of the new concrete fence product was to research the landscape wall market and find out who the players were, what target segments they had gone after, and why. The findings were published in a trade publication, giving the company instant credibility and recognition. The article was translated into brochure form and further distributed. Referrals came from within the industry and several large-scale jobs came to the company. The company has used these large jobs in its marketing campaign. Silver recommends always getting letters of recommendation from the jobs, and always documenting the work. Both can complement a brochure and bring further business.