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Českomoravský beton – A marketing mix for building a wide audience

20. 4. 2020

Českomoravský beton, a subsidiary of Českomoravský cement, part of the strong international group HeidelbergCement, is among the leading manufacturers of cement, ready-mix concrete, and aggregates in the Czech Republic.

 

The goal

Českomoravský beton had a clear vision, but efforts to fulfil it were falling short.

We created a complex marketing mix to make this vision real.

 

… but how do you sell concrete?

 

Tie different platforms together with a – unifying theme

After thorough research, the audience was defined as architects, developers, builders, and implementation companies. We used the theme “advisers” to tie these groups together.

Reach different target groups – with tailored communication

 

 

Českomoravský beton                                          Betonoviny

News about the company, its products and its projects.       News from the world of cement

 

             

Beton University                                             Betonews

Building-related tutorials and promoted seminars             Raising awereness among youth on Instagram

 

Increase interest using – targeted advertising

As part of its mentoring activities, Beton University organized seminars around the Czech Republic. To boost attendance, we set up paid campaigns for each one, resulting in an unprecedented level of participation.

Make sure – campaigns stay fresh

To keep our audience, we needed to make sure our content was always new and original.

“Blueberry—its team is a reliable and professional partner for our company. In the digital marketing field, we successfully developed and continue to foster communication on new media—social networks. A big positive is being able to inform the Czech market not only about news, innovative materials, and reference buildings, but especially about the visions and activities of the Českomoravský beton group in the country.”

Ing. Jan Veselý,Marketing Manager, Českomoravský beton

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