Problem:
Manufacturers are continually seeking to reach the right audience in order to educate decision makers and promote their product. Often times the right audience is the architect, a specifying engineer, or another decision maker. The most common vehicle to deliver the message is through advertising in targeted B-to-B magazines. Another successful means of gaining exposure, especially to architects, is through Continuing Education Units (CEUs). Such was the case when Elkay Manufacturing Co., a leading manufacturer of sinks, faucets, water coolers, fountains and related kitchen products, wanted to expand its exposure on bottle filling stations.
Solution:
Elkay partnered with Interline Creative Group to create and administer their CEU program. Because architects and designers were the key specifying audience for Elkay, Interline recommended targeting the CEU to the NKBA, AIA, and ASPE audiences. After the course topic was determined, Interline’s LEED® Accredited Professional created content for the course and the corresponding materials to both educate on environmental of plastic water bottles and demonstrate water delivery solutions using Elkay products. All course content submitted for CEU approval met criteria in order to be approved for CEU credit. With Interline’s assistance, Elkay was empowered with a vehicle to break through their audience nationwide, one session at a time.
Result:
Interline Creative Group armed Elkay with a direct means of reaching their targeted audience of architects and engineers – generating increased interest and validating their place in the market as an industry expert. By increasing exposure to water delivery systems, Elkay found a direct channel to sales prospects and developing relationships with new customers. This direct approach continues to be a tremendous success. In fact, by reaching potential attendees, it t provided an effective means of not only generating interest, but also in taking action.
