DHD in Action
Direct Mail
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.
