Page 17 - 2019_magazine_webversion_RS

SMBL 500 GETS THE WORD OUT | SMBL 500 COMMUNICATION

growth went by they decided something was At first, this communication was limited to a
SPEC MIX BRICKLAYER 500 ’s needed to get their small presence magnified few trade print ads and a lot of word of mouth
®
to promote the competition. Then as trade
focus is to get the word out that and stand out at large national trade shows interest grew, and the Regional Series came
like the World of Concrete.
Masonry is a great career! together in North America to prequalify
So 17 years ago SPEC MIX came up with an masons to compete in the World Champion-
s the second decade of the new idea to do just that. They brought togeth- ship at the World of Concrete in Las Vegas,
millennia comes to a close the pace er some top bricklayers from around the Nevada. This expanded the media promotion
Aof change seems to be picking up country and focused their masonry talents on potential of the bricklaying program. Now it
speed socially and in business. How we something masons themselves would want was not just one event but many with a greatly
communicate has radically changed. to watch at the show. To achieve that goal it multiplied window of communication.
Communication is at the core of change. was decided that a bricklaying competition of
Think about it, in 1980 if you post mailed a masonry skill, speed and stamina, timed and By 2006, a full multi-channel SPEC MIX
letter to a business in your own town it may presented like a sporting event would be the BRICKLAYER 500 communication program
have taken 48 hours to arrive to the addressee. solution. SPEC MIX gave it a try; at first the was created and supported by use of broad
Today, an email takes a second to send, competition’s expectations were not that high, “Media Outreach,” which is a communication
that’s an increase in the speed of written in fact that first year only half of the competi- process of contacting not only trade media
communication by 17,279,900%. That’s pretty tors showed up. But like laying a brick, one on news sources but mass news TV stations,
impressive and it has changed everything. top of the other, over time something unique newspapers and radio to promote the event
and structural began to form. and Masonry to the public. In addition, there
was a dedicated SPEC MIX BRICKLAYER
People at the WOC show started to notice the 500 website brought online to take advantage
It’s communication in thought, word and group of masons laying brick outside the of internet and cable broadband advancements
deed that holds enormous power for change exhibit halls and interest within
in our lives. Communication’s power lies in its the trade grew. With that inter-
ability to bind us together or conversely pull us est followed key co-sponsors of
apart. It’s not enough for you to know what the competition who came on
happened last month, last week or yesterday. board to grow the competition
Today we expect to know NOW, this minute, and expand the cash and prize
what’s going on in our world on any given list for the competitors. Today
subject under the sun. It’s with that thought the SPEC MIX BRICKLAYER
in mind that I propose unless you are already 500® is the largest professional
in the trade the subject “Masonry” probably masonry competition in the
doesn’t come at the top of anyone’s world and the #1 entertainment
communication list…but it should. event at the World of Concrete.
In turn the competition has
LOOK AROUND YOU, EVERYWHERE become a powerful media tool
PEOPLE LIVE IN THE WORLD, YOU to promote and help bring
WILL SEE MASONRY
Masonry together.
TV news channels across North America cover the SMBL 500 Regionals.
To understand the value of the SPEC MIX How is the SPEC MIX BRICKLAYER 500
BRICKLAYER 500® and why our promoted today in Media? The answer to that in displaying media rich content such as HD
communication tale is so important to question is referred to in marketing terms video to online users. By 2007 live streaming
Masonry and how it originated is a story in as using a “multi-channel” communication of the event brought real time viewing of the
itself. Twenty-eight years ago SPEC MIX,® model. Like modern warfare this consists of a World Championship to the world. At the
a small construction products company in host of different forces that work together in same time while these digital opportunities
Minnesota, then known for their unique tandem to achieve a specific goal. In the case were expanding there was a growing list of
white silo material delivery systems and of the SPEC MIX BRICKLAYER 500 it focus- terrific co-sponsors with alike thinking— that
preblended packaged mortars, stucco and es on the mission of promoting the trade of supporting and promoting the masonry trade
grouts, was formed. As their early years of was in everyone’s interest. These co-sponsors
Masonry to both masons and to the world. are a who’s who in masonry products and

www.SPECMIXBRICKLAYER500.com 17