CHALLENGE

Midland marble and Granite had earned an excellent reputation as a top quality installer of marble, granite and tile for commercial contractors. They had also grown to became a leading fabricator of custom designed marble and granite for commercial contractors with a superior record of service.

The problem was that Midland Marble and Granite had little control over the sale of their product. They depended on architects, designers and builders to recommend marble and granite in the planning and budgeting phase of construction. And while MMG was used in almost every major commercial project, sales lagged behind their ability to produce. At the same time, demand for marble and granite in the residential market was growing, but many custom builders were not even aware of Midland Marble and Granite, let alone their reputation for craftsmanship and service.

SOLUTION

Our research showed there was a sizeable market for residential uses of marble and granite, but multiple targets had to be reached, i.e., female homeowners, male builders and architects. To reach these different markets, we focused our resources on television advertising. This enabled us to showcase the beauty of marble and granite in the home, spurring demand in all target markets, while also building Midland Marble and Granite's brand awareness.

RESULTS

Response was immediate and dramatic. Homeowners, builders and architects began calling for estimates. Every sales projection was greatly exceeded. Within four months, the fabrication plant went from one shift to three, and a long-held plan for regional expansion came to life with the opening of Midland Marble and Granite's Omaha location in July, 2002, just six months after the first television commercial hit the airwaves.