For years, Belgard pavers and walls were marketed exclusively to trade audiences–but in 2007, the company wanted to initiate a substantial growth phase by pushing into the consumer sector. Our task was to raise awareness and generate leads with a unified branding program that resonated with both markets.
We had to be sure that Belgard would remain positioned as the #1 hardscape brand, while also promoting the brand through retail avenues. Knowing that we would be targeting a wide range of consumers on a national level, we began to create a comprehensive, multi-year plan to include a variety of mediums. MESH worked closely with Belgard to form the plan, beginning with a complete brand overhaul, from tagline, positioning and product catalogs to print and broadcast advertising. In the second year, we created a marketing plan to implement branding nationally, as well as more than 20 other smaller markets throughout the country. In the process, we brought Belgard’s 200+ dealers together to deliver a consistent marketing look and message, and helped redirect their co-op advertising funds to more lead-focused media. Following the launch of the company’s new MESH-created website, year three saw the finetuning of their national branding message to the specific needs of each of Belgard’s four geographic regions.
Lead generation, as calculated by Google Analytics, has increased more than 20 times for the same period in 2009 versus 2007. In the company’s most important national hardscape markets, Belgard’s share has risen consistently, from an average of #4 to the #1 preferred brand among consumers.