If you attend an industry event with Owen Blevins, Vice President of Sales and Marketing, Mid Atlantic Concrete Equipment, you better expect to hear the refrain, “Hey, Cretehead!”
It’s not an insult, just evidence that people are buying what Blevins is selling. As the founder and host of Concrete Answers, “the Internet’s most passionate show about concrete plants and equipment,” Blevins is becoming a concrete-industry celebrity, and, of course, he kicks off each episode with a resounding, “Heeey, Creteheads!”
Every other week, he introduces machinery and processes in direct response to the questions he receives from customers via his company’s website, events and sales meetings.
Even though the show is only about two years old, it has received more than 85,000 views.
“It’s not a bulldog on a skateboard, but we have a niche market. Our goal is to inform, educate and offer a little bit of entertainment. If you’re having trouble sleeping at night, be sure to watch,” he laughs. “It’s highly technical.”
Hundreds of hours of work = Hundreds of thousands in sales
Every minute of the final product represents an hour of work – planning, shooting, editing and posting. However, Blevins says the hundreds of hours devoted to Concrete Answers are well worth the investment.
“We typically know exactly what brought our customers to us,” says Blevins. “This information allows us to justify expense, because there’s a lot of time, effort and energy that goes into the channel. It’s definitely been worth it; otherwise, we wouldn’t do it. I won’t reveal exact ROI, but I can tell you the show has ultimately resulted in hundreds of thousands of dollars in equipment sales.”