Case History

Direct Mail: Fibermesh

Challenge

Convince naturally skeptical engineers that Fibermesh® really does increase the impact resistance of concrete.

Strategy

  • Create a way for engineers to do their own demonstration, seeing the advantage of Fibermesh with their own eyes.
  • Understand the market well enough to target only the highest potential audience. Limiting the audience for the mailing allowed for the high-impact creative format.
  • Track results through follow-up research.

Results

The direct mailing was a smash hit. It was a cleverly packaged stress test consisting of a hammer and two concrete slabs — one with and one without Fibermesh. By breaking each, the engineers received a personal demonstration of Fibermesh’s post crack integrity. A follow-up survey revealed that 25% of them were more likely to recommend Fibermesh than before taking the stress test.

Case Histories