We fell in love with concrete long before we opened the Hard Topix doors in 2008. In fact, you could say we're a little obsessed. What’s so great about concrete? We're glad you asked. For starters, our materials come from local sources, and all of our waste is recycled. We take dust from our backyard and turn it into functional art. Second, it’s strong enough to stand the test of time. With simple, basic care, our concrete pieces are in it for the long haul. Most importantly, concrete is the most versatile material ever created. The sky’s the limit when it comes to design, and we thrive when we're bringing new visions to life. As a crew of artisans with unique talents, we love that no two pieces come out looking exactly alike. Every project has a story, and we'd love to tell yours.
Educate & Relate
Opportunity / Challenge
We were to the point where we had established ourselves in our market, but we didn’t really know who we were. We needed some solid direction in terms of understanding our identity and our mission. We didn’t really know the best way to relate to our current and potential customers. People needed to be educated in order for them to purchase our products because there are so many misconceptions with concrete. We needed a good game plan on how we were going to approach the market to be more relatable and educational.
Scope / Solution
The first thing they did was some market research. Deksia generated a survey, which was very in-depth. They questioned all of our past customers to understand their perceptions of Hard Topix. What were we doing right? What were we doing wrong? They polled potential new customers that we might have been talking to but who hadn’t quite pulled the trigger in working with us yet. They interviewed the members of our team and our company as a whole. They took all that information, compiled it, and generated our working motto of who we are and what we do. That slogan turned out to be “educate and relate,” and we couldn’t have agreed more. From there, they built us a new website, which we are about to launch. They gave us a new logo for marketing materials and business cards. We just wrapped up a sample package kit for our concrete samples.
We’ve had really good feedback about our new look and our new campaign. It’s definitely helped us. We have a clear vision now of how we’re going to do everything going into the future. If we’re going to put an ad in a magazine, we know that it’s going to be an educate-and-relate ad. Since we have a consistent focus on how we’re going to build this brand, we definitely feel more confident moving forward.
I liked the fact that Aaron was open and honest. He didn’t want to do anything for us unless he really believed it could work. I had to learn that I’m good at doing what I do, and Aaron’s good at doing what he does. As we’ve continued to work with them, that just becomes increasingly clear.