The Construction Marketing Awards, presented this year on 29th November, give the construction industry the opportunity to recognise its very best marketing campaigns. Winners are invited to contribute a summary of their entry to this blog: today it is Lafarge Cement, Winners of the Best in-house marketing team category.
Judges comment: “This team delivered a wide range of marketing solutions tailored to different customer groups. They managed a range of campaigns and had a great deal of success. Their work was consistently of a very high quality, and always made a positive sales impact and exceeded objectives.”
Lafarge summarises: A big challenge for Lafarge’s marketing team is how to effectively communicate a single brand identity to a diverse and broad target audience.
At one end of the scale Lafarge manufactures bulk cement products for large construction companies, who use cement in hundreds of tonnes for projects such as power plant builds or sports stadium construction, and at the other end of the spectrum Lafarge also produce specialist bagged cement products for Pro-DIYers to buy from their local B&Q outlet.
In-between these very different purchasers, there are smaller construction companies, jobbing builders, sustainability managers, DIYers, architects, civil engineers, technical directors, local authorities and many more. All of these have different purchase drivers regarding building materials.
Strategy, engagement plans and creative demonstrated dynamism and innovation in each of the 2011 campaigns, with results providing sufficient evidence of their effectiveness. Lafarge Cement has also launched many more campaigns over the last 12 months such as an Extra Rapid Cement promotional campaign that provides customers with a chance to win a ride in a dragster, launched a range of ready-to-use products in B&Q with heavily researched Point of Sale communications, and released an iPhone app for DIYers plus much more.