Building Materials Marketing Through Strategic Analysis & Optimized Creative

Manufacturers of building materials are innovators of both design and functionality. Our approach to building materials marketing brings out the story behind each brand to highlight what will get potential customers excited.

Over our ten year history, we’ve developed dozens of brands along with hundreds of websites and marketing campaigns. Along the way we’ve created intense strategic processes designed to dig deep into the heart of a brand and discover its connection to the market, leading to more relevant and successful marketing communications tactics. We’ve heard clients refer to these processes as “business therapy,” because of the clarity gained around their company as a whole. We’ve uncovered a deep understanding of how strategy and optimized creative can truly set a brand apart from its competition, and an admiration for building materials marketing as a whole.

At Luminus, we have a strategy-first mentality. Every brand strategy and optimized creative campaign needs a fully-informed approach to its execution. When it comes to effective marketing communications, knowing what you are, who your audience is, where to reach them, and how to reach them are the keys to a confident strategy. With those keys, we’re able to apply creative concepts that bring messaging to life and attract your ideal audience to your brand. Whether you are a business-to-business (B2B), business-to-consumer (B2C), or direct-to-consumer (D2C) brand, understanding all of these elements is necessary to success.

knowing what you are, who your audience is, where to reach them, and how to reach them are the keys to a confident strategy

One of the ways the building materials industry differs from other industries is the audience’s need for detailed specifications and ordering volume. With our roots born in digital and grown through strategy and creative, Luminus is well-positioned to address this unique shift from attraction to education during the audience’s consideration phase. The inclusion of interactive technological features such as motion graphics, 3D models, and augmented reality give the audience the tangible feedback they crave in this industry. This is why trade shows have remained so popular for customers and successful for brands. Now similar experiences can be generated digitally.

Thermory Interactive 3D Building Materials Marketing Element

In order to continue to prove return on investment, any marketing effort through traditional or digital means should have a trackable metric. Logging website actions, visitor flows, call-to-action clicks and conversions are all opportunities to learn how your campaign is performing in real-time. For impactful building materials marketing, it’s important that integrated campaigns are not just integrated between channels, but also with sales systems. This full marketing ecosystem provides all of the data necessary to confidently buy-in or pivot as needed. Marketing across multiple platforms has never been more affordable with digital channels providing thousands of targeted impressions for so little investment.

Building Materials Sample Request Actions

How Have We Implemented These Tactics?

Thermally Modified Wood

For Thermory, a manufacturer of high-end, hi-tech wood products, we found the perfect balance in marketing that is visually appealing to architects while satisfying their need for detailed information through 3D models, BIM downloads, and a sample request system. The sample request system is the main metric used to gauge success. This work, along with new product launch campaigns, continues to generate interest and sales activity. Over two years, Thermory’s sales in North America have grown more than 30% each year.

 

Read more about this work.

Visit the Thermory USA website.

Residential and Commercial Solar Panels

When introducing Montante Solar, the commercial solar energy division of a large construction firm, we relied heavily on the educational aspect of products and services. Solar panels are still a relatively new and mysterious way to power homes and businesses, so educating consumers was step 1. A website and sales materials that focused on the benefits of solar power, including how the technology worked, provided the foundation needed to attract interest in an interactive and engaging way, using an animated web piece. The tagline, “Become a Solar Hero,” served as the cause-based call to action to generate momentum.

DIY Caulking Product

Munro Products, a home refinishing contractor and retail manufacturer, recently created a brand new product – Caulk & Gun in One. As it approached its launch into the market, it needed an optimized creative campaign to introduce the product to the home improvement and DIY world. We stepped in and immediately dove into the different audience targets Munro was looking to get in front of. This product needed to make an impact and inform two very different types of buyers at both the retail purchasing level and the consumer level. We developed a campaign geared towards highlighting the innovation and benefits for the consumer. The campaign used social media advertising for direct consumer engagement, as well as a chair-worthy video player direct mail piece for retail purchasing agents which resulted in placement at Home Depot’s online catalog.

"I love working with Luminus - their creativity is incredible and a lot of fun to work with. We're an edgy company with a lot of ideas and we're hard to keep up with at times, but everyone at Luminus 'gets it' and once they see our vision, we often have a hard time keeping up with them. Great, great, great company!!!"

Kevin DeMars - Principal, Thermory USA
Source: Google

Read More of Our Posts About Building Materials Marketing

Building Materials B2B Marketing & B2C Marketing’s Funny Relationship
In building materials B2B marketing and B2C marketing, two different personas are attracted to products in the same way, but buy completely differently.

 

Building Materials Marketing Conversion Tactics
Choosing which building materials marketing conversion tactic is right for your product relies on understanding your audience and their buyer’s journey.

 

How To Support Building Materials Distributor Marketing
The ability to support building materials distributor marketing efforts is often overlooked, here's how to support their efforts as a product manufacturer.

Interested in having our team help with your building materials marketing?

If brand strategy, strategic marketing analysis, and an optimized approach to trackable relevant creative advertising campaigns are part of your needs for marketing, give David a call at (716) 332-1640 x104 or email us using the form below!