Brand Launch: Digital Strategy / Website Development / Social Media Marketing / Email Marketing
The Challenge
To create and launch a high-margin decorative concrete brand in a primarily low-margin commoditised ‘grey’ concrete market.
The Strategy
Tick Yes was engaged from the beginning as a digital and strategic partner to help the client to assess the market opportunity, potential demand, brand name and digital landscape.
The strategy involved a push-pull approach. Holcim relies on trade partners – e.g. concreters, builders, architects, specifiers – to sell-in, buy and install the product. Concurrently, we targeted Australia’s homeowners and renovators to fall in love with the many applications of the decorative concrete and ask their building partners to use it in their home improvement projects.
The Results
The Geostone brand was launched in 2016 along with a new website, social media channels and email marketing. Within a few years, Geostone was already a $70million p.a. brand and was being sold through many selected trade partners around Australia.
