Nichiha: Establishing Brand Awareness for a Fiber Cement Manufacturer Through B2B/B2C Content and Placements

Nichiha hired LMO to increase awareness of its fiber cement cladding products and architectural wall panels among specifiers and the public. As Nichiha sought to expand into new channel segments, the fiber cement product manufacturer needed fresh collateral and clearer differentiation from competitors.

LMO executed a media relations program with distinct messaging for commercial and residential segments. Leveraging our relationships with industry publications, we pitched and secured earned media placements featuring successful applications and technical content we wrote to foster thought leadership. We interviewed Nichiha subject matter experts, customers and architects to craft case studies, articles and white papers promoting the benefits of Nichiha products in fiber cement applications. Themes included durability, resilience, fiber cement best practices, the Nichiha clip system, moisture management using Nichiha’s AAMA-approved rainscreen and the diverse range of textures, colors, finishes and systems available to satisfy different environments and aesthetic demands.

Using this expanded library of compelling content and reinvigorated media coverage, Nichiha sales reps engaged building owners and specifiers, including Custom Residential Architects Network (CRAN) members. LMO also enhanced the client’s tradeshow participation by creating a media outreach plan and unique press kits, coordinating editor booth visits, and providing in-person media relations support at shows.