USG Merges Art and Technology To Elevate Customer Connection

What They Wanted to Do
In 2006, the Structural Technologies Group of United States Gypsum Company (a subsidiary of USG Corporation) commercialized a patented, fiberglass-reinforced cement panel technology for use in building floors, walls or ceilings called FORTACRETE™ Structural Panels.

USG Exhibit

Guided by the Group’s business objectives, an integrated marketing communications plan was developed by Element-R for a controlled launch that included an unveiling event. Target audiences included leading architects, general contractors, developers, home builders, structural engineers, university educators, associations, USG partner companies and USG executives. USG management demanded innovative thinking for the event, to distinguish it from a traditional product introduction.

USG Exhibit

The Collaboration
USG and Element-R worked closely to design a high-impact event for industry leaders by an industry leader, without heavy commercial overtones.

  1. Attendance Goals: the invitation and event format must resonate to get the attention of high-level executives; 
  2. Projecting exclusivity: The goal was to make this event a recognition of innovation; and
  3. Long-term potential: The need to attract a diverse guest list and future customer base.
The event achieved these goals via several non-traditional elements that together made this a unique forum:

  • Choosing a venue with both architectural and construction interest: The Milwaukee Art Museum’s Quadracci Pavilion;
  • Putting focus on special guest speaker Daniel Libeskind, famed international architect and Freedom Tower Master Architect, with a keynote entitled, "A Vision for the Future: Architecture, Art, and Urban Life."
  • Directly involving guests in the event by showing their own innovative projects in a Showcase Gallery; facilitating interaction throughout the evening;
  • Limiting technology introduction time to a 20-minute presentation by USG management;
  • Serving unique food options at three catering stations to encourage networking;
  • Giving guests a branded memento engraved with their company name, recognizing their industry leadership.
  • USG’s Marketing Communications Department delivered with the theme, "Art and Technology: A Liberation of Space," and by developing a sophisticated, large-format invitation featuring striking photographs of Daniel Libeskind’s work and The Milwaukee Art Museum.

The Results
The event achieved the overall marketing objective of generating excitement around the new technology while seeding long-term market interest, plus all of its other objectives:

  • 40-80 event attendees representing 30 companies:   70+ guests from 35 companies attended
  • Display FORTACRETE and its applications: Accomplished via a custom exhibit built from FORTACRETE and supported by a video, photos and technical details of a beta building site
  • Convey the innovation, technology, energy and excitement of USG: Achieved via the venue, format, Showcase Gallery and speaker
  • Strengthen and build relationships with key customers:  A special evening designed for USG’s special guests (recognizing their innovation while announcing its own)
  • Include an external speaker as evening keynote: Investment in Daniel Libeskind
  • Create networking atmosphere: Interaction during Showcase Gallery viewing and throughout the evening
  • Elicit feedback about the technology: Provided via video and post-event survey

By all accounts the event earned rave reviews.  The majority of survey respondents rated the event as outstanding; were able to network with others; appreciated hearing the guest speaker; gained value from learning about USG’s new technology; and will consider specifying the technology in future projects. 

Sample comments: "Extraordinarily done. Great invitee list;  appropriately sized. Good inter-attendee interaction.  Very approachable and available USG staff. Good sales/information delivery balance. The best corporate event I’ve ever attended.”"

Many participants expressed their appreciation to USG for the invitation and hospitality. 

Comments about the new technology were captured on video and can be referenced by future prospects on the FORTACRETE web site.  Notably, the event confirmed there are more potential projects than one plant can currently supply.

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