To figure out how to best reach Benchmark's customers, HRB completed a research study that provided insights on the roofing company's customers. We learned that creating a more cultural approach could break through the "seen-and-heard-it-all-before" mindset of apathetic prospects.
We settled on developing a brochure that combined Benchmark's story with rich photographs of historic structures from around the world. The Mayan temples. European castles. We also added fascinating facts. Example? Why do stairways in many castles curve to the right. To give defenders the advantage of fighting with their right hands, while attackers were forced to use their left hands.
By taking a high-level cultural perspective, Benchmark won praise from customers. They also won an ADDY.
