Positive Response During an Economic Downturn.
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.
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 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.