Challenge: Entrenched competition and existing preconceptions of architects and engineers, installers, and facility managers in the athletic turf market sector posed a stiff challenge to Fairmount as the company prepared to launch its FlexSand infill product.
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Solution: A strong educational and sales campaign was implemented to highlight the technical and safety advantages of the new product over traditional crumb rubber infill and generate opportunities for direct sales follow-up. We created a multi-faceted campaign including print advertising, direct mail, and online content. The campaign featured provocative creative concepts to call attention to the “hidden” problems with traditional infill. Educational content in collateral and online provided factual support and offered additional information.
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