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The best opportunity was hiding in the existing customer base.
Belgard’s own research told the story clearly: 36% of contractors surveyed were buying 41–80% of their hardscape products from Belgard, and 73% of that group already named Belgard as their primary supplier—yet on average, they were only purchasing 54% of their product from Belgard. The gap between ‘main supplier’ and ‘only supplier’ was the entire campaign. MESH’s job wasn’t to win over skeptics. It was to deepen commitment with contractors who already believed and give them every reason to go all in.

We’re in the business of growing your business.
The campaign centered on a single core idea: Belgard isn’t just a supplier; it’s a growth partner. With the industry’s strongest sales reps, best-in-class tools and technology, and an unmatched product range, Belgard is built to grow alongside the contractors who rely on them. The partnership is mutual: when the contractor’s business wins, Belgard wins too. That mutual investment became the emotional engine of the entire campaign.

Built to last.
MESH designed the production strategy with longevity built in from day one. The campaign included a main hero spot alongside a suite of targeted executions—each focused on a specific contractor value driver: training, modular products, national availability, design tools, financing, and more. That modular approach stretched the client’s investment across two years and multiple programs, maximizing both reach and return without starting from scratch each cycle.

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Belgard

Contractor Campaign and Digital Marketing Strategy

Industry:
Industrial & Building Materials

Doubling down on a commitment to shared success with customers.

Overview

Belgard already had a strong brand affinity with contractors. The opportunity was to turn existing trust into a deeper partnership. MESH developed the full creative strategy and campaign for Belgard’s 2024 Contractor Campaign—a data-driven, relationship-first initiative targeting contractors who were already buying from Belgard but hadn’t yet made it their only call. Rooted in persona research and built to run across digital, video, and social channels over two years, the campaign made a simple but powerful case: Belgard isn't just your supplier. They're your most invested business partner.

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