Problem
Manufacturers are continually seeking to reach the right audience to educate decision makers and promote their products. Often times the right audience is the architect, designer, or another decision maker. Such was the case when Argelith Ceramic Tiles, Inc., a leading manufacturer of industrial ceramic tiles was looking for marketing tactics to better reach architects and designers about their industrial ceramic tiles.
Solution
Interline knows that the best way to target and hit your target is to first identify what your customers and prospects want most from you. In this case, the target audience often wants product information, but want it on their terms. And for architects and designers it is often through Continuing Education Units (CEUs).
Interline recommended creating a professional CEU course on industrial flooring solutions.
Argelith partnered with Interline Creative Group to create their CEU program. Because architects and designers were the key specifying audience for Argelith, Interline recommended targeting the CEU to the AIA and IDCEC audiences. After the course topic was determined, Interline’s LEED® Accredited Professional created content for the course and the corresponding course applications to both educate on industrial flooring and demonstrate tile solutions using Argelith products. All course content submitted for CEU approval met criteria in order to be approved for CEU credit.
Result
Argelith’s goal to reach architects and expand exposure of their industrial flooring solutions was not only achieved, but continues to thrive. With Interline’s assistance, Argelith was equipped with a vehicle to break through their audience nationwide, one session, one webinar at a time. This was especially important during the pandemic, where architects and designers were pushed into the online, virtual setting.
Interline Creative Group armed Argelith with a direct means of reaching their targeted audience of architects and designers – generating increased interest and validating their place in the market as an industry expert. By increasing exposure to industrial flooring tiles, Argelith found a direct channel to prospects and developing relationships with new customers.
