In building materials, the mason or contractor often picks the brand while the owner pays. Dealers follow margin, architects want data, and everyone discounts.
PromotEdge, an integrated marketing agency in India, has worked on these problems for building material brands. This page shows how. Client names stay private, and results are shared 1-to-1 under NDA.
Here are five problems that shape this trade, from our building materials industry page and from company earnings calls. Under each we say what the work did about it.
Crores go on TV, but the mason still recommends the other brand.
The person who fits the product often decides, and that person is not watching the ad. How we worked on it: Social media and influencer work where the trade spends its time, with QR codes that join the shop to the screen.
Dealers push whoever gives the highest margin this month.
Schemes alone teach a dealer to sell on margin. Customers asking for the brand give the dealer another reason. How we worked on it: Search work and performance marketing that build demand from the customer's side.
Architects never call back.
Architects pick on specifications and samples, so a brand without them never reaches the shortlist. How we worked on it: A website with specifications and product pages an architect or dealer can use, plus blogs on what they search for.
A launch in a new state, and nothing moved.
A new market needs a local answer when people search, as well as an ad. How we worked on it: Search work and performance marketing, judged on enquiries, so buyers in a new market can find the brand and reach it.
Everyone discounts, so the price per bag keeps falling.
When rivals cut prices, a brand needs a visible reason to hold its own. How we worked on it: CGI content, photoshoots and digital films that show the product and how it is used.
Building material brands, in products such as cladding panels, cement and insulation, that sell through dealers and are chosen by masons, contractors and architects. We have worked with 3 building material brands, and we do not name them.
We ran it as one plan, from the person who fits the product to the person who pays for it.
The owner, the mason, the contractor or the architect, and what each looks for.
Design, development and maintenance, with specifications and product pages an architect or dealer can use.
Search work, blogs and email, so people searching for the product and the supplier find the brand.
Performance marketing, judged on enquiries.
Social media, influencer work and QR codes that connect shop and screen.
CGI content, photoshoots and digital films.
Our beliefChange is the only constant.
The same team ran the website, search, ads, content and films, so the person who fits the product and the person who pays heard one story.
What the work led to stays under NDA. Ask for a 30-minute video call, or visit our Kolkata office, and we will take you through it.
The trade, the services used, and what clients say.
No. NDAs stop us linking a client's name, screens or numbers to a piece of work on a public page. In a 1-to-1 call we can go through the method and results, within what our agreements allow.
Yes. In building materials the dealer and the mason often decide, so the plan covers them as well as the end customer. We agree who matters most for your product in the first call.
Specifications, samples and product detail they can trust and share. If those are hard to find, the brand rarely reaches the shortlist.
