Supporting Spotmix To Launch An Innovative New Product And Build Strong Local Visibility
When it comes to concrete supply, reputation is everything. For over 40 years, Spotmix Concrete has earned the trust of contractors across Liverpool, Wirral, and the Northwest by delivering high-quality concrete with precision, reliability, and a no-nonsense approach. Their fleet of volumetric trucks and experienced operators has long made them a preferred supplier for time-critical jobs where quality and timing are non-negotiable.
This year, Spotmix was preparing to do something they’d never done before: launch a new product line that could change the way tradespeople install floors across the region.
The product? A liquid screed solution, mixed and delivered on-site using custom-engineered Bay-Lynx volumetric trucks. Unlike traditional screed delivery methods, this system allows contractors to pour exactly what they need, when they need it, with a consistency that cuts curing times and eliminates waste. Backed by Longfloor’s cement-based formula, the offering is designed to solve real-world headaches for flooring installers and underfloor heating specialists, from scheduling delays and excess material to poor flowability and uneven finishes.
Technically, the innovation was solid. Operationally, Spotmix had it covered. But marketing can be a dodgy space, full of digital marketing agencies that talk big, charge hard, and deliver very little. Spotmix had been down that road before and didn’t want the same story again.
“We’ve been burned before, big promises, poor delivery, and not a clue about the trade…when Ben came in, it was clear he actually understood our world and was straight-talking, focused, and hands-on.”
- James Hunter, Head of Operations at Spotmix.
When it came to building market awareness, developing the brand, and generating qualified trade interest, James asked me to lead it. Steady Bow Marketing specialises in helping service businesses grow regional visibility and generate real enquiries without the fluff or inflated fees of a typical marketing agency.
Over an intensive 8-week period, I rolled out a full go-to-market strategy that took Spotmix’s new screed division from an internal innovation to a public-facing proposition with momentum in the Liverpool area.
Building a Brand That Tradespeople Trust
The first challenge was brand identity… and honestly, if it ain’t broke, don’t fix it.
Spotmix’s logo and typeface are iconic, so rather than a rebrand, I kept the equity and created a simple “Liquid Screed” lockup that sits naturally alongside the core logomark.
The real work was technical: untangling a 10+ year-old vector file with 50+ unnamed layers, fixing curves and spacing so the new wording matched proportions perfectly. Once cleaned and reflowed, the artwork went straight to the signwriters and onto the adapted volumetric mixers.
A Website That Converts, Not Just Informs
Next came the digital foundation. As I built Spotmix’s website, I knew what I had to work with and mapped out a series of targeted landing pages (for both SEO and Google Ads audiences), focused specifically on liquid screed and its benefits. These pages highlight the advantages of the volumetric screed system-from exact volume control and reduced waste to better workability and faster dry times.
I designed every page to convert. With clear callouts, benefit-driven headlines, and easy-to-access enquiry forms, the site is built to support immediate action. The content doesn’t just explain the product-it sells it in the language of the trade, with no jargon and no fluff.
Targeting Local Demand with SEO and Smart Ads
With the site live, I turned my attention to visibility. Using a focused combination of SEO and Google Ads, I targeted high-intent search terms and ensured we’re rank for local terms as quickly as possible.
The goal was simple: put Spotmix Screed in front of contractors actively searching for liquid screed solutions in the region. Within weeks, the pages began gaining traction for key local terms, supported by a tightly managed Google Ads approach that prioritises high-intent enquiries over vanity or branded clicks.
Press & PR That Builds Credibility
To add credibility and broaden awareness, I crafted a professional press release announcing the launch and distributed it to construction trade publications and regional business outlets. The narrative frames Spotmix Screed as a technical innovation with real market value - a smarter way of working from a name contractors already trust
Hitting the Ground with Trade Outreach
While digital channels were doing the heavy lifting online, I supported the campaign with a suite of printed marketing materials-brochures, spec sheets, and information kits-distributed directly to flooring and underfloor heating firms across Liverpool and the Northwest.
This hands-on outreach adds another layer of visibility, helping Spotmix reach decision-makers who may not be searching online but are actively specifying screed for upcoming projects.
The Early Results – A Local Launch with Growing Visibility
In just eight weeks, Spotmix moved from an internal concept to a recognised regional proposition with a brand, website, and marketing strategy built entirely around the real needs of the trade.
We’re already seeing strong local visibility via SEO, with early enquiries from flooring contractors, underfloor heating specialists, and general builders across Liverpool and the Northwest. Spotmix is now clearly positioned as a leader in volumetric liquid screed in the region, and the digital foundation I put in place will continue to deliver long-term value through ongoing visibility and credibility.
For trade suppliers looking to grow enquiries and dominate their local market, especially in high-competition sectors like concrete and screed, this launch proves that specialised, practical marketing creates momentum, not by throwing money at the problem, but by understanding the trade and speaking its language.
“Ben and Steady Bow felt like part of our team from day one. The strategy, the speed, the quality, it all came together perfectly. We went from concept to a visible, credible launch in weeks, and the results speak for themselves.”
— James Hunter, Head of Operations, Spotmix