Positive Response During an Economic Downturn.

THE GOAL

LiteSteel Technologies needed to launch a new structural building product at what appeared to be the worst time — in the midst of a crashing residential construction market.

THE STRATEGY

We began by conducting research interviews with industry contacts and digested research data compiled by the parent company. The result was an integrated pre-launch marketing and messaging plan designed to generate awareness and interest for LiteSteelTM beam (LSB®) prior to and beyond its official launch at the International Builders’ Show (IBS).

THE RESULTS

The campaign helped make LiteSteel a “destination booth” at IBS, with the client generating more than 890 qualified booth visits at the show, despite a reported 30% decrease in attendance over the previous year.

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