Increasing the Use of Concrete Masonry

Situation 

Looking to strengthen their marketing communications, the concrete masonry industry was seeking clarity on the messaging and creative concepts most resonant with their target audiences. Illuminate Research stepped in to conduct research among architects, engineers, and general contractors to help the industry understand decision-making processes for selecting building materials, gain a comprehensive understanding of what could prompt their target audiences to increase their use of concrete masonry on projects, and identify the most appealing and persuasive advertising concepts to promote industry growth.   

Engagement 

In order to dive deep into the nuances and attitudes that impact decisions on building materials, Illuminate conducted 18 online in-depth interviews with architects, engineers, and general contractors. During these discussions, our moderators ascertained standing perceptions and knowledge of concrete masonry, identified current methods of selecting building materials, and gauged reactions to three comprehensive creative concept campaigns.  

Results 

This study gleaned valuable information on current use and perceptions of concrete masonry and resulted in crystal clear insights on the most appealing creative concepts, giving the industry definitive direction on the best campaign to grow the industry. These findings are being used to inform the concrete masonry industry’s communications at industry conferences and job sites as well as in trade magazines and online advertising.