Breathing life into a new product

When preparing to introduce Rapidcrete™ to the market, Cemex (formerly Readymix) knew they a needed benefits-centric proposition, creative marketing collateral and a high-impact launch to take the message directly to the key influencers – their sales staff.

Rapidcrete™ is a concrete solution which significantly cuts setting times. While competitors offered similar products, they were traditionally marketed with “blokey” and specifications-driven materials. In contrast, the DDG team developed a lifestyle-based marketing and launch strategy centred on contractors enjoying the potential time-savings achieved in using Rapidcrete™ over standard concrete.

DDG’s Creative Director, Fred Thompson explained, “Cemex were seeking strong market penetration with this product. The challenge for us was to develop a creative proposition to promote Rapidcrete’s core benefit (time savings) as a lifestyle enhancement, in a way that set it apart from technically-focused competitor products. We also wanted something really strong that the Cemex sales people could identify positively with to spark their enthusiasm about selling. Giving them exciting, high-quality marketing materials better equips them with the tools they need to succeed in the sales channel. Our strategy was focused on selling the proposition to them, too, not just the end-consumer.”

So how was that achieved? Familiar images of concrete agitators and half-set slabs were replaced with a “tradie dad’ enjoying some quality footy and telly time with his young son - an unashamed tug on the heartstrings. It makes a powerful connection between the core product benefit and family lifestyle, a proposition that is universal enough to connect emotionally to both sales people and concrete contractors.

Rapidcrete™ delivers its biggest benefits during winter, when cold or wet weather makes set times critical. That chilly theme was drawn through the launch campaign. “The brochure imagery has a distinct wintry feel about it, that we’ve carried through to advertising and trade presenters,” said Fred. “It’s about kicking the footy, enjoying downtime inside, making the most of your family time, even in poor weather. For congruency, it made sense to take that flavour right through the campaign.”

Melbourne’s Chill On Ice Bar was an inspired choice for the product launch and presentation. The Cemex sales team were thrilled (and chilled) at a unique and memorable event. There were complimentary footies, some cool refreshments and plenty of new product information (so no-one was left out in the cold).

“The launch is an integral part of the new product marketing strategy and requires careful planning and execution,” said Fred. “It’s here that the business leaders can really reinforce the benefits of the new product to the people who will champion it in the field. They can reward their sales people with a positive experience and link that to the product itself. It fosters buy-in, confidence and ongoing loyalty to not just the new product, but also the parent brand. That invariably translates to a stronger entry into the marketplace.”


Testimonial
“Once again, the DDG team have delivered an outstanding result for our business.

DDG have played a key role in the development of our revised range of branded products. Their involvement in the process was holistic – from formulation of overall brand strategy through to new product launch. The process included product logo development, creative strategy and delivery of a full range of supporting marketing collateral including brochures, posters, banners, flyers, and press ads. As a result, our branded products now have a clear position and our message is conveyed in a consistent and integrated manner which ‘cuts through the clutter’. Lastly, and perhaps most importantly, our range of promotional material looks great!

I would be very happy to personally recommend DDG to any potential client seeking a dedicated, capable and professional company to undertake brand strategy and collateral development works.

I look forward to continuing our relationship into the future.”

Jeff Moss, National Marketing Development Manager, CEMEX Australia