Increasing the Use of Concrete Masonry

Situation

The concrete masonry industry had three primary needs: (1) to uncover architects’, engineers’, and general contractors’ decision making processes for selecting building materials and their baseline attitudes of concrete block, (2) to gain a comprehensive understanding of what these same stakeholders need to know in order to incorporate concrete masonry into a larger percentage of their projects and in a wider variety of applications, and (3) to get clear answers on the most appealing and persuasive paid advertising, creative concept campaign that would promote industry growth.  

Engagement

Armed with a well-designed, robust instrument, we conducted an online, nationwide study of one-on-one in-depth interviews with architects, engineers, and general contractors to ascertain their standing perceptions, their knowledge gaps and current practices, and their reactions to three comprehensive creative concept campaigns.

Results

This study gleaned valuable information on stakeholders’ use and perceptions of concrete masonry that the industry is using to shape communications at industry conferences, in trade magazines, and in targeted advertising online, on job sites, and in written publications. The findings resulted in crystal clear insights on the most appealing creative concepts, giving the industry definitive direction on the best campaign to grow the industry.