Scaffold Manufacturer is at the Forefront of Industry Advertising Methods

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Universal Manufacturing Corp. of Pennsylvania introduces new marketing and advertising campaigns that leverages the power of the internet.

The scope of their campaign is three fold: intent on attracting end users of scaffold and scaffolding related products to the Universal Scaffold website, while increasing brand name and recognition among distributor based clients. The first element of the campaign is geared towards advertising in trade publications and industry magazines. This offers the ability to market towards both distributors and end users by identifying key publication for each segment. Displaying in construction related trade shows entails the second phase of the marketing effort. Trade shows offer a unique venue to allow for direct contact with end users while also maintaining a presence to distributors. The third phase is geared to introduce the new “Overstocked Warehouse” section of the Universal Scaffold website. This new section will be opened for business on April 15th 2005.    

Universal Scaffold’s website is geared to attract scaffolding users in all segments of the scaffold industry by providing information on frame scaffold, system scaffold, tube & clamp scaffold and steel plank. Core customers in the industrial maintenance sector and commercial/residential contractors have different needs that drive them to investigate scaffolding acquisitions independently. These needs are met by individualizing each section of the Universal Scaffolding website to basic requirements for each scaffold segment. The “Overstocked Warehouse” section will provide residential contractors with the opportunity to save money on scaffolding items that are currently in surplus. The system scaffold page and steel plank page will allow industrial scaffold users quick reference points to determine their requirements. Engineering and safety pages will provide commercial contractors with the unique capabilities and benefits of the Universal support staff.    

The advent of the internet has allowed contractors the ability to procure their product requirements directly from the manufacturer. By focusing internet marketing efforts toward locations without distributor representation; Universal Scaffold is capable of providing a much wider regional base of end users, with high quality steel scaffold at competitive prices. These direct to the manufacturer capabilities provided by the Universal Manufacturing web site, aides in the acquirement of Universal product to all customers while shielding current distributors, allowing them to maintain their protected regions. This marketing effort helps Universal’s valuable distributors facilitate the supply and representation the Universal brand of scaffold products without unnecessary competition.

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Terri Rusnock
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