Economic Downturns Don’t Need to Be Bad for Everyone

New Product Offers Real Advantages and Enjoys Success During
Down Times

LiteSteel Technologies came to LePoidevin Marketing with a challenge to help them launch a new structural building product at what might seem like the worst time — in the midst of a crashing residential construction market. In getting started, the agency conducted research interviews with industry contacts representing all potential buyer and influencer groups for the product. We also researched editorial opportunities and reviewed all other research data compiled by the company. The result was an integrated pre-launch marketing and messaging plan designed to generate awareness and interest for the LiteSteel™ beam (LSB®) prior to and beyond its official launch at the International Builders’ Show (IBS).

We developed full- and half-page advertisements, an online banner ad series, direct mail and an integrated public relations program. A key component of the PR campaign included the planning and execution of a media tour at LiteSteel’s new plant in Virginia. Attended by six trade editors representing more than a dozen building publications, this event was a critical step in establishing and enhancing LiteSteel’s relationship with industry media.

As of IBS, the PR campaign had generated several full-page, half-page, quarter-page and Web-based stories on the product. The combined advertising and PR activities generated excitement in the product and its application.

LePoidevin Marketing is credited with planning and creating a campaign that helped make LiteSteel a “destination booth” at IBS, with the client generating more than 890 qualified booth visits at a show that reported a 30 percent decrease in attendance over the previous year.