News Article

FlexSteel Rebrand Wins 2011 Business Marketing Association (BMA) Lantern Award

The Business Marketing Association (BMA) Houston Chapter gave top honors to the collaborative rebranding campaign of FlexSteel, an innovative manufacturer of flexible steel reinforced pipe, in the Corporate and Product Identity Category.

With a unique, revolutionary flexible pipe product with a core of steel, FlexSteel wanted to develop a modern brand that echoed the strength, durability and flexibility of the product line. The objective of the rebranding initiative was to create awareness and acceptance of the product for new markets that represented significant growth opportunities and to exemplify FlexSteel as the next generation of steel line pipe.

The new brand image was extended across a product literature portfolio, online presentations, tradeshow materials, as well as promotion and field materials. In particular, a new website that would appeal to customers who understand the long-term value and performance of FlexSteel’s product led to a strong launch beyond existing markets, increasing website visits by 248%. 

"We were extremely excited by the volume of website hits that the newly launched site generated. The overall traffic far exceeded our expectations and we are very pleased that it’s become the business development tool that it is today,” said Brian Anderson, Director of Marketing with FlexSteel. “We are able to point to its exact tangible impact and receiving the BMA Lantern Award is a great example. We are energized by the improvement the website has made with communications to our customer and anxious for what that will bring to all of our 2012 initiatives.”

BMA Lantern Award entries are judged by business-to-business marketing professionals, which evaluate the execution and effectiveness of applied AIDA principles – awareness, interest, desire, and action – among target business audiences.

FlexSteel is the pipeline solution primarily used in the Oil & Gas industry that couples the durability of steel with the installation, performance and cost benefits of spoolable pipe products. Highly corrosion resistant and more durable than other flexible pipe, FlexSteel combines the best features of all currently available pipe options to deliver superior life-cycle performance and value. For more information about FlexSteel, please visit http://www.flexsteelpipe.com.

About Lantern Awards of Texas- Established by BMA Houston, the Lantern Awards of Texas has recognized top-quality creative and strategic business-to-business communications for more than two decades. All award-winning entries will be posted on http://www.lanternawards.org.

About BMA Business Marketing Association - An organization dedicated to serving the needs of business-to-business communicators worldwide and helping them and succeed throughout their business-to-business careers. The Houston Chapter is one of 25 chapters of BMA National with a combined membership of 3,000 professionals. For more information about BMA Houston Chapter, please visit http://www.bmahouston.com.