VOL. 119 | NO. 60 | Monday, April 4, 2005
By Andy Meek
More Industries Expand Marketing Through
The Daily News
When the bosses at Fullen Dock and
Warehouse decided to spread the word that theyre a major player in the
aggregate business something potential customers might not know they tried
a novel approach: They hired inferno, a Memphis advertising agency, to build a
Reaching more people. Fullen office manager Marvin Frick knew it was a tall
order, but inferno designed postcard ads and a snack bag of rock samples that
he said perfectly fit the bill.
Theres only so much you can do with a rock, Frick laughed.
We wanted to brand that part of the business so people would know us. Other
guys on the construction side of it, they know Fullen
Dock handles aggregate I guess what we were shooting for are architects and
engineers, people who dont normally know whos in the aggregate business in a
Fullen Dock and Warehouse is an intermodal river terminal situated at Mile 740 of the Lower
Mississippi River. Its aggregate supply side, Fullen
Stone, is one of the largest in Metro Memphis. Fullen
supplied the construction aggregate for the 2-mile long International Runway at
Memphis International Airport. It also delivered 200,000 tons of aggregate to
build the Union Pacific Intermodal Yard in Marion,
Becoming more common. Frick
said a foray into the advertising world is unusual in the rock and stone
business, which relies heavily on trade publications and word-of-mouth. But
Brad Carmony, a public relations account manager with
inferno, said the companys decision reflects a growing trend.
An ad firms prowess comes in handy in targeting a message
to a highly specific audience, Carmony said. Other
inferno clients that have benefited from the approach include Eclectic Eye
Eyewear Boutique and Smith & Nephews Memphis-based orthopedics division.
The challenge we have with Fullen
Stone is geographic targeting, Carmony said. Any
campaign is designed to hit a specific audience and many times multiple
audiences. Aggregate publications would have reached way too many people, and
our goal was to hit a very specific range.
Spending up. More
companies are apparently replacing word-of-mouth advertising with branding
strategies. Mary Hilton, director of public affairs for the American
Advertising Federation, said ad spending is on the rise nationally.
Increases especially can be seen in television and Internet
advertising. A report by Borrell Associates Inc., a national
research firm, found that local online advertising is expected to hit close to $4
billion this year, up almost 50 percent. From 2004 to 2008, television ad spending
is expected to climb from $64.2 billion to $82.9 billion.
Certainly, if a business is going to make a name for
itself, advertising is the best way to do so, Hilton said. Nationally, ad
spending is going up. And as the economy continues to improve and people feel
confident about their business success their financial stability the more
apt theyll be to advertise.
A public entrance. In
early March, Fullen unveiled the campaign to promote
its stone division, which supplies construction businesses with products such as
roadbase and limestone.
The launch of Fullen Stone was
timed with a direct-mail campaign targeting the regional construction trade.
Theyve been in existence since about 1979, Carmony said. And the signage says Fullen
Dock and Warehouse, so upon seeing that, if you didnt know that they were back
here, you wouldnt know so much of their business is based on the aggregate
side. So it was really branding that part of the company.
an account executive for inferno, said Fullens
campaign began with a mass mailing of a small bag of roadbase.
Featuring information about the companys aggregate product, it served as a
teaser for the entire effort.
After the mail-out, inferno began sending follow-up cards.
Were sending these out in a two-week cycle to reinforce
the message, Dilawari said. This is about a two-and-a-half
month campaign where its really, really aggressive.
Seeing success. Frick
said the branding effort is already beginning to pay off.
We deliver a lot of material to local customers, but our
customers on the other parts of it are around the world, Frick said. Were
fortunate to have these folks that put this together, and its just not
something thats normally done in the aggregate business the creative part of