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Bendheim, America’s largest resource
for specialty glass, employed CGA to create marketing communications
that would consolidate Bendheim’s leading position in
its traditional market (where buyers are glass artisans) and
increase its share of the growing market for architectural
glass (where buyers are architects).
To accomplish the first goal, we conceived and executed an advertising campaign targeted toward glass artisans. Since this audience already associated Bendheim glass with quality, the four ads in this series focus on other aspects that make buying from Bendheim a rewarding experience: selection, pricing, delivery and, above all, Bendheim’s service-oriented people. The campaign transformed the featured staff into sought-after celebrities in the glass art world.
To achieve the second goal, we created a product brochure
targeted toward commercial architects, many of whom were not
familiar with Bendheim or even with the architectural possibilities
of glass. The brochure builds the market for architectural
glass by showing how it enhances an architect’s creativity.
It positions Bendheim as the essential source for this multifaceted
material.
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