MasonrySystems.org Campaign Launched Today!
As you are all aware, the masonry industry spends millions of dollars each year to promote the use of brick, block and stone. In fact, it has been estimated that over $13 million is spent yearly to promote these materials. But unfortunately, a sad fact still exists that competitive systems such as tilt-up and precast have made significant inroads into our traditional markets. Customers are constantly told by our competitors that their systems are faster, cheaper and easier to design with little coordinated response from the masonry industry.
However, great news is on the horizon. The MCAA and eighteen local chapter executive directors have worked for a year to develop a campaign that will respond to the threats to our industry from these competitive systems. The $350,000 campaign is called MasonrySystems.org and is launching beginning October 1st.
A three phase ad campaign directed to nine customer magazines is being implemented to direct customers such as architects, designers, specifiers, school board officials and public construction officials to this dedicated site where they can get information on selecting masonry systems for their projects. In fact, phase one of the ad effort is directed to nearly 500,000 customers each month.
This mason contractor directed promotional campaign is designed to make it easy to specify and build masonry systems. It also is designed to show that when comparing apples to apples, masonry is a stronger system that is less expensive, faster to erect and offers unlimited design opportunities.
In addition to finding an increasing amount of systems information, customers can have their technical questions answered, find a member mason contractor or be directed to local masonry experts. If successful, this year long effort will make inroads into the use of masonry that the $13 million dollar ad campaign never could.
Please visit our new site at www.masonrysystems.org and see the beginning of this new campaign!
About the Author
Michael Adelizzi was the Executive Director of the Mason Contractors Association of America.