Aggregates Manager Digital Magazine
Issue link: http://read.dmtmag.com/i/140126
Marketing 101 Earlier this year, Graniterock self-published a children's book, Engine Number Ten. The story covers the history of steam engines, rock mining, and California history in an engaging story about the last steam engine and how it rescues a diesel engine. "Rose Ann (Woolpert) wrote a great story," says Keith Severson, marketing director of Watsonville, Calif.-based Graniterock. "It has a counting message and this 'Yes, we will,' theme that was Bruce's mantra." The company researched the publishing process before self-publishing the book. "We wanted to hold onto the archival material and didn't want to wait to get an agent, find a big publishing house, and relinquish control," he COMMUNITY RELATIONS 101 • 23 Graniterock maintains a collection of antique equipment that it sends to parades and fairs. adds. The book is available on Amazon.com. Severson says the first printing consists of 6,000 books and a second printing will be done once 3,000 sell. "We went to the Sacramento Rail Museum where Engine Number Ten ended up and took a bunch of books and did a nice reading," Severson says. "Marketing is all about telling stories." He notes that many long-term, generational families have similar stories that could be shared through a book or other marketing efforts. "Everybody knows where the sand and gravel pit is or where the swimming hole is," he adds. "If you capture those sensory memories, you have a great story to tell." In addition to the book, Graniterock maintains a collection of parade-ready antique equipment, including a 1928 dump truck, 1950 mixer truck, 1925 roller, 1940 tanker truck, and an older motor grader. "That's the kind of stuff that can go to parades or fairs," he says. "Our fair set up is to sent two to three pieces of equipment and posters about it in its day." The posters are laminated to survive heat and wet weather, and really attract attention from the crowds. "It's a great conversation starter and a place to take pictures with the kids," Severson says. The detail speaks volumes Accuracy, speed, safety. The Topcon GLS-1500 laser scanner makes non-contacting pile mapping and volume calculation easy and highly accurate. With maximum mapping detail, and its simple workflow, your increased efficiency will speak louder than words. Get all the details. topconpositioning.com/scanning Text INFO to 205-289-3782 or visit www.aggman.com/info Untitled-13 1 Graniterock_AGRM0613.indd 23 5/16/13 10:36 AM 5/19/13 12:32 PM