Fiberglass reinforced polymer (FRP) was widely adopted globally, but consulting engineers in the U.S. were risk averse to this “new technology.” The product, sold by Thompson Pipe Group and their competitor, was only approved in 30% of specifications, which meant they couldn’t even bid on most projects. The market needed education on the product, but their competitor was only doing a small amount of brand marketing. Thompson Pipe Group’s most effective tactic was a “lunch-and-learn” series conducted by the sales team that educated prospects about the product in an inefficent 1-to-1 fashion.
To seize market share not just from their direct competitor but also from other pipe materials typically specified, we established Thompson Pipe Group as a thought leader in the industry through a series of articles and webinars, both backed by a media buy. The webinars included guest speakers from client companies who answered questions about their experiences with the product.
Each webinar had between 300-600 registrants, which optimized the content of their previous 1-to-1 lunch-and-learns to a more effective 1-to-many model. Adoption via spec penetration increased from 30% to over 80% marketwide in less than 12 months — without adding any additional sales people.