Master the Art of Marketing Your Unique GFRC Creations: A Comprehensive Guide to the 5 P’s of Marketing Success

Innovative Marketing Strategies for Your GFRC Company in Challenging Times

When economic times are tough, it can be challenging for businesses to thrive, especially for those offering premium, handcrafted products like Glass Fibre Reinforced Concrete (GFRC) creations. Artisanal GFRC products, such as unique concrete benchtops, tables, furniture, basins, and baths, are considered luxury items due to the extensive craftsmanship, time, and effort involved in their production, resulting in a higher price point compared to mass-produced alternatives. However, even during trying times, it is possible to successfully market and sell premium products. In this blog, we will explore various marketing platforms and strategies to help your GFRC company move forward and thrive, even when the market is facing challenges.

Digital Marketing Platforms

In an increasingly digital world, online marketing platforms offer a cost-effective way to reach a wider audience. These platforms can be tailored to your budget and target specific demographics interested in premium products.

  • Social Media: Platforms like Instagram, Pinterest, and Facebook are perfect for highlighting the aesthetics of your GFRC products. Use high-quality images and videos to demonstrate the uniqueness and artisanship of your creations. Engage with your audience by responding to comments, sharing user-generated content, and offering promotional deals.
  • Google Ads: Utilize pay-per-click (PPC) advertising to drive targeted traffic to your website. Select keywords relevant to your business and audience to ensure that your ads reach potential customers who are actively searching for GFRC products.
  • Content Marketing: Create engaging blog posts, videos, and infographics that demonstrate your expertise in GFRC, share the stories behind your creations, and educate potential customers about the benefits of your products. This helps build trust with your audience and positions your brand as a thought leader in the industry.

Referral Programs

Word-of-mouth marketing remains one of the most powerful ways to promote your business. Encourage satisfied customers to refer friends and family members by offering incentives such as discounts, exclusive offers, or even a commission on successful referrals.

Collaborate with Interior Designers and Architects

Forming partnerships with interior designers and architects can significantly increase your exposure to potential clients who appreciate premium, artisanal products. Offer exclusive deals or samples to these professionals and encourage them to recommend your GFRC creations to their clients.

Attend Trade Shows and Industry Events

Participate in trade shows and industry events to highlight your GFRC products and network with potential customers, partners, and suppliers. This not only helps in creating brand awareness but also enables you to learn about the latest industry trends and gain insights from competitors.

Offer Customisation and Personalisation

 In a market saturated with mass-produced items, offering customisation and personalisation can help set your GFRC products apart. This enables clients to own unique, one-of-a-kind pieces that are tailored to their specific tastes and requirements, giving your creations an edge over competitors.

Host Workshops and Webinars

Educate potential customers about the benefits of GFRC by hosting workshops and webinars. Offer firsthand experiences that allow attendees to learn about the materials, processes, and artisanship involved in creating GFRC products. This can help build a loyal customer base that appreciates the quality and artistry behind your creations.

Navigating tough economic times can be challenging for GFRC companies, but with the right marketing strategies, it is possible to continue growing your business. By leveraging cost-effective digital marketing platforms, establishing referral programs, partnering with industry professionals, and offering unique experiences, you can successfully market and sell your premium GFRC products even when times are tough.

5 P’s of Marketing a GFRC Business

To successfully market and grow your artisan GFRC business, one great marketing tool is the 5 P’s of marketing: Product, Price, Promotion, Place, and People. By focusing on these principles, you can create a comprehensive marketing strategy that highlights your unique, handcrafted GFRC creations and attracts your target audience.

Product: Artisan GFRC Creations

  • Focus on the unique aspects of your GFRC benchtops, basins, and tables, such as the artisanship, design, and customization options.
  • Continuously innovate and develop modern designs to stay ahead of the competition and meet the evolving needs of your customers.
  • Emphasize the benefits of your artisan GFRC products, such as durability, minimal maintenance, and design versatility.

Price: Value-Based Pricing

  • Establish a pricing strategy that reflects the value of your handcrafted work, the materials used, and the time and effort involved in creating your GFRC products.
  • Offer limited-time promotions or bundle complementary products at a discounted rate to create a sense of urgency and encourage potential customers to invest in your creations.
  • Consider various pricing strategies, such as tiered pricing, to accommodate different budget levels and appeal to a broader customer base.

Promotion: Multichannel Marketing

  • Design eye-catching promotional materials that highlight the unique aspects and benefits of your artisan GFRC creations.
  • Utilize multiple marketing channels, such as email campaigns, social media, website banners, and Google Ads, to reach your target audience.
  • Participate in trade shows, industry events, and collaborations with interior designers and architects to increase brand exposure and build valuable partnerships.

Place: Strategic Distribution Channels

  • Identify the most effective distribution channels for your artisan GFRC products, such as online marketplaces, your company website, or partnering with brick-and-mortar stores that cater to customers interested in premium, handcrafted items.
  • Optimize your website and online presence with SEO, high-quality images, and engaging content to make it easy for potential customers to find and purchase your creations.
  • Offer flexible delivery options and excellent customer service to ensure a seamless buying experience.

People: Building Relationships and Customer Loyalty

  • Train your sales team (if applicable) to effectively communicate the benefits and unique aspects of your GFRC creations, address customer inquiries, and encourage potential customers to invest in your products.
  • Engage with your customers through social media, email newsletters, and follow-up communication to build lasting relationships and encourage repeat business.
  • Collect customer feedback and reviews to improve your products, marketing strategies, and overall customer experience.

By incorporating the 5 P’s of marketing into your strategy, you can effectively market your artisan GFRC company, attract your target audience, and grow your business, even in a competitive market. Below is a table in which to fill out to help shape your marketing.





Product Name



Unique Features


Target Audience

Artisan Concrete Table

[List 2-3 unique features]

[List 2-3 key benefits]

[Describe ideal customer]



Base Price

Pricing Strategy

Limited-Time Offer/Promotion


[Enter starting price]

[Describe pricing strategy]

[Current offers/bundle deals]




Marketing Channels

Key Promotional Message

Upcoming Events/Partnerships


[List 2-3 marketing channels]

[Craft concise message]

[List trade shows/events/collaborations]




Distribution Channels

Website URL

Delivery Options


[List purchase channels]

[Enter URL]

[Describe delivery options]




Sales Team

Customer Engagement

Customer Reviews


[Describe sales team expertise]

[Describe customer engagement]

[Insert 2-3 customer testimonials]


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