ShapeCreteFeb 26 2015 · Brand Development, Market Research, Marketing Strategy, Packaging, Product Development
Cheng Concrete, one of the world’s top manufacturers of decorative concrete supplies, recently formulated an incredibly innovative kind of concrete mix. This mix allows the user to mold concrete by hand– it can be rolled, molded, pushed and poured with ease into any shape available just like clay. Best of all, it requires no outside bonding/curing or accelerator agents like traditional concrete mixes do, and it doesn’t need to be oven-baked or kiln-fired, like clay: all one has to do to create a project is add water, mold the mix into any shape desired, and let it dry.
The creatives at Cheng quickly realized nothing like ShapeCrete existed, and once they partnered with industry giant Sakrete, turned to us to see what kind of potential it had as a product. Furthermore, if it had good potential, we needed to find what the data said would be the best way(s) to bring it to market.
Solution and Success
To come up with the best possible strategy, we conducted national studies of the DIY market to validate and define the shape of the market’s demand for such a product, as well as their associated purchasing behaviors and considerations. Thereafter, we helped formulate a sound and defensible brand identity, helped develop a go-to-market strategy across a variety of promotional channels, and fully devised an online marketing plan, for launch and beyond.
As our initial research predicted, upon “soft launch” at World of Concrete, the world’s top concrete tech & industry conference, ShapeCrete was a huge success: Hundreds of people attended live product demos, and within just two weeks of the conference, 785 people entered a ShapeCrete project contest, thereby validating one of the fuel sources to our online marketing strategy.
Update: Within months, Shapecrete won a prestigious award from Dwell Magazine at its Dwell on Design conference!
In essence, with ShapeCrete, we took an ingenious -yet raw- material and helped shape it into as desirable and profitable a product as it could be. We’re very pleased that its real-world reception matched the promise found within the patterns of our research, and we foresee nothing but great things for this joint venture once ShapeCrete hits store shelves this spring!!
If your company is looking to develop a product or brand with which to confidently “go-to-market,” give us a call. We’d love to talk marketing research and strategy with you…