Positioning matters
For Hengel Ready Mix, the question was how do you differentiate
your concrete? We unearthed
important service areas in which Hengel’s competitors were falling
short—and Hengel was excelling. We communicated this strong
message with radio commercials, newspaper inserts, direct mail and
a new web site.
The vice president of a direct competitor called to say the insert
was the best he’d ever seen. Now that’s an endorsement.