Cement Company Member to Conduct Parking Lot Market Share Survey

A cement company member of NRMCA is following the model created over 15 years ago by the Iowa Ready Mixed Concrete Association to survey parking lot market share in one of its major markets, reports NRMCA Senior Vice President, Local Paving, Jon Hansen.

"When the market share survey was developed in Iowa in 2001, we had to visit each city in the survey area to glean the information we needed from public office records on file. Now, with everything online, we have found we can gather all the information without leaving our computers," said Hansen, who is a former director of marketing with the Iowa Ready Mixed Concrete/Iowa Concrete Paving Associations. "The survey being conducted by the cement company is going back five years, from 2010-2015, and gathers information to show the market share in actual square footage of concrete parking lots compared to asphalt parking lots on commercial projects. Additionally, the information can be used to evaluate which market segments concrete paving succeeds in... and where it doesn’t."

"To my knowledge, this independent company conducted survey is the first time someone other than a state association is taking the data-gathering procedure to gain information about a specific geographical location and use it in its marketing. We know the procedure is the most thorough and delivers undisputed market share information. It is tremendous information to know when developing a smart parking lot marketing strategy for a region," Hansen concluded.