The prestigious awards are renowned as a showcase of excellence in creative, innovative and effective construction marketing. Despite tough market conditions, the awards attracted a large number of entries from across the industry. Now in their 20th year, the CMA Awards took on a different format with the winners announced via a virtual ceremony.
Following extensive market research, Tobermore positioned themselves to take advantage of market trends by developing ‘Artro’ – a linear paving product which is a concrete alternative to clay.
Artro is inspired by the beauty and intimate scale of traditional European clay pavers. The linear paving range marries the aesthetics, colour retention and hard-wearing nature of clay pavers with the cost savings, availability and versatility of concrete pavers. This is truly innovative and something that is not currently provided by any other supplier. At the product concept stage, Tobermore formed an internal ‘Artro Launch Team’ with members from production, technical, business development, sales and marketing departments.
Targeting specifiers as their primary audience, Tobermore’s objectives for the Artro product launch centred on increasing product awareness, customer interest, specifications and ultimately sales.
”The Construction Marketing Awards Judging Panel commented: “With genuine collaboration across marketing, sales, and product team, this is a superb, complete, exemplar product development
The Artro Launch strategy was formulated to target architects and landscape architects with creative integrated marketing tactics including a Launch Event, Sample Box, CGIs and Landing webpage.
Artro’s Product Launch is an example of best-in-class marketing where high-quality market research informed product development and the formation of an effective marketing strategy and execution. Artro’s product launch has beaten all its year one objectives in just seven months. Tobermore have placed Artro on a strong platform, with rapid and robust growth, which continues to provide demonstratable ROI.
This year has been a real challenge for many people and businesses. Tobermore is an excellent example of triumph from adversity. They have demonstrated that clear objective setting, diligent planning and focussed execution delivers results.
”“It’s been an incredible year, in all senses of that word,” says Ross Sturley, of the Construction Marketing Awards. “Construction marketers have continued to produce excellent work, as this showcase demonstrates. The industry is well-positioned as a result to play a leading role in our economic recovery.
Written by Roisin O’Kane, Commercial Marketing Manager at Tobermore
