Hercules – Aqualon Division

Industry: Specialty Chemicals – Masonry Admixtures

Target Audience: Owners and Operators of cement companies in the U.S.

Business Objective: Launch the new Nexton line of masonry admixtures

Strategy: Target the 200 top executives in the U.S. cement industry – the real movers and shakers. Promote the product’s ability to solve the top industry problem – blending good flexural bond strength with true usability – and provide an actual sample so that prospects can test it for themselves.