Concrete’s durability, resistance to extreme weather changes and ability to hold up under heavy loads makes it a material that works in just about any construction project, large or small. But when it comes to selling concrete, you must narrow your market to those most likely to buy your products. Otherwise, mass marketing efforts meant to persuade builders to buy your concrete products could prove to be an ineffective use of your company’s money.
Take a look at your capabilities, and determine whether you have the manpower and resources to go after large commercial concrete jobs. The equipment you own plays a role in the target market you choose too. Large equipment is less likely to fit into homes, but smaller equipment doesn’t work fast enough to get large commercial projects done on time. If you lack big equipment, start looking at homeowners, interior designers and remodelers as your target market. Otherwise, your target market consists of contractors that work on large public or private construction projects. To initiate an effective marketing plan, you also need to narrow down the market by the type of concrete you sell, such as pavement, piping, masonry, or decorative products.
To stay competitive, find ways to offer new products that appeal to your customers. For instance, if you sell decorative and architectural concrete products, market polished or stained floors to help attract homeowners, retailers and corporate offices that want the unique look and durability the flooring offers. Offer micro toppings and stains to give buyers even more choices when it comes to using decorative concrete flooring.
Get specific about the products you sell, such as with stained flooring. Highlight the range of designs, textures and colors available. If you sell stained flooring to companies, mention how their logo and images related to their business can be added to the floor to increase their branding. Selling polished concrete flooring to retailers means focusing on the fact that the flooring can be used to create a beautiful, low maintenance, slip-resistant floor that lasts a long time, making it ideal for high-traffic areas.
Using Promotional Tactics
Approaching contractors, remodelers and interior designers requires networking with them through local builder associations, referrals and by setting up appointments to meet with them to discuss their project needs. To appeal to homeowners, use before and after photos on your website and Facebook page to demonstrate the different types of concrete flooring and outdoor products you sell. Publish informative articles in local publications that show your company’s expertise when it comes to explaining the different concrete solutions available that help beautify a home or property. Look for advertising opportunities in special home remodeling or interior design sections of the local paper.