Page 38 - The Nationals 2015 Winners Book

THE NATIONALS2015
SM

BEST MARKETING PROMOTION BY

SUPPLIER OR INDUSTRY PARTNER

GOLD AWARD

MAXITILE MARKETING PROMOTION
Houston, TX

By: MAXITILE
Ad Agency: On-Target! Marketing

STATEMENT

Primary Target Market: Architects, Builders, and installers. Objective: Reposition the client with new branding within the
largest fiber cement market, Texas. The campaign needed to support the new brand identity, resonate with influencers (Builders/

Remodelers) and distribution channel partners and generate qualified leads. The situation was difficult. In building material markets,

the distribution channel drives the business and the client’s competitor dominates the fiber cement category (90+% market share).
Our client entered the US market with limited success. Strategy: Combine advertising, digital marketing and event marketing efforts

to support traditional sales outreach efforts with a core focus on a VIP event. The award deserving results exceeded expectations,

with over 120 channel leaders and influencers attending the event and generating 345% more qualified leads than the objective. This
submission deserves the award because of its success despite the challenge of gaining ground in a commoditized category that’s

dominated by James Hardie.

SILVER AWARDS

DESIGN INTELLIGENCE

ZIP SYSTEM STRETCH TAPE LAUNCH New Jersey
National
By: Success Strategies
By: Huber Engineered Woods

Marketing Director: Beth Straeten

ALLURA
INTERCOMMUNICATIONS

Houston, TX
Newport Beach, CA
By: Allura USA
By: InterCommunications Inc.

Ad Agency: On-Target! Marketing
Marketing Director: Toni Alexander
Ad Agency: InterCommunications

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