Beyond traditional promotional avenues, some ready mixed concrete producer members are advocating for concrete in nonconventional manners. Providing a voice for concrete in broad channels to drive awareness is an innovative way to incite change that isn’t overtly pro-concrete, advises NRMCA Senior National Resource Director Amy Miller.

Reaching those who can influence material choice in design and policy spreads the industry’s message and improves market position. One Producer member that understands the power of this approach is Titan America. Titan America’s Florida business unit rolled out its Advocacy Initiative in 2012. The group consists of three members responsible for regional geographies in Florida to drive awareness to the economic, societal and environmental benefits of cement/concrete construction and paving. The group does not sell, rather it advocates on behalf of the industry, focusing on more of a pull strategy versus the typical push approach. The ultimate goal is  marketplace growth that is targeted through a variety of influencers.

"Having progressive Producer members that understand substantial changes in the marketplace take significant time and investment, and perhaps a different approach to the industry’s traditional approach is needed and refreshing," Miller said. "We naturally create symbiotic relationships with our Producer members that take aggressive approaches in the marketplace as we find their efforts supplement ours and vice-versa. We appreciate our members like Titan America that understand expecting different results often requires a new approach. Titan America has put forth its own resources that will not only aid in the company’s growth, but also the concrete industry."