ForConstructionPros.com

Marketing is an aspect with which almost every business needs to concern itself. One of the keys to successful marketing is setting your company apart from competitors. Concrete contractors around the industry have found some unique and non-traditional marketing strategies to increase their visibility with consumers in their markets.

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When it came to a unique marketing strategy Colorado Hardscapes, Denver, decided to go big - 4,000 sq. ft. big. Five years ago the company decided to create a design center, says Jay Fangman, business development director. Since then, the center has gone through three renovations to incorporate new product lines and expanded samples. There is also a 2,000 sq. ft. outdoor sample area.

The idea to create a concrete design center came after Fangman was driving and saw other businesses with design centers. "We just wanted to have some place where we could invite clients to come, see the possibilities and then educate them about the possibilities of the project," he says.

Fangman estimates that 10 to 12 potential clients, primarily from the design community, come through the center every day. "It's set up where we have different product offerings in certain areas," Fangman says. Eight different product areas in the showroom display samples, pictures, bins of aggregate and specifications for the products.

The overall theme of the center is to "educate, stimulate and engage," according to Fangman. The design center has a research and development area where clients can have hands-on learning. Also, a computer in the design center allows clients to download their plans and see what the finished project would look like with Colorado Hardscapes' products.