Feature-EAE Marketing: Working for the Future
Written by: Myles McKemie
Marketing, as the group is called, is the interface between Ergon Asphalt and Emulsions and the public. Interface can happen in many different locations (the physical area a manager is responsible for) and functions (what the manager does to affect the location). The Marketing Group uses these interfaces to have a positive effect on as many of these locations and functions as possible. Thus our market representatives have the title of Area Managers, reflecting the tasks they are expected to perform. Most of what is presented in this article are the functions of the marketing group, or what we do to affect or manage our assigned locations.
To enhance our ability to serve our markets and have a greater positive effect on the company, Ergon A & E’s Marketing Group is aggressively pursuing several new concepts in pavement preservation techniques and materials. Actually we are introducing the industry to three new product lines while expanding and enhancing the use of recycled products. These are four new disciplines that each Area Manager must understand, promote and expose to users. To aid the Area Manager with the task of giving each of these new products and processes equal time and exposure, our marketing group is implementing a program called the “Champions Concept”. The goal of this “Champions Concept” is to help insure that we are proactive in the market place. In this concept each product or process is assigned a “Champion”. The “Champion” guides and directs the exposure and promotion of each of these new materials and construction concepts using any and all the tools at his disposal. This brings us to the new construction processes and materials that I’m sure you will be hearing much more about as pavement preservation comes to the forefront of our highway systems.
The new process that currently is receiving the most attention from our user agencies is the DRM. Distress Resistant Membrane, DRM, is a unique multi-seal, continuous application that addresses reflective cracking in HMAC (Hot Mix Asphalt Concrete) pavements or provides a pavement saving surface when used alone. Simply put, DRM places a membrane between layers of pavement that is designed to slow and arrest the cracking and aging of the pavement. More information can be found on Ergon’s web site under DRM and HPS, which stands for Highway Preservation Systems. HPS is our working partner promoting and bringing DRM to the forefront of pavement preservation.
Next we have P.A.S.S., Polymer Asphalt Surface Sealer, a very unique product that has the ability to give new life to old binders. Applied in conventional applications, P.A.S.S. has huge potential for roadways that need saving until funding is available for strength bearing construction. More information on P.A.S.S. can also be found on Ergon’s web site. The ability to change and improve existing processes by using new products in conventional applications is another means we are using to separate ourselves from our competitors. Ergon is promoting the use of CHF, Cationic High Float, materials in the surface treatment process. Performance of conventional surface treatment products is far exceeded when CHF materials are used. Use of CHF materials is like putting a roof over the road. The roof protects the road by keeping water and UV rays away from the structure of the roadway.
Our last Champion Group is dealing with Cold Mix Processes. They are looking for improvements to existing processes and also exploring to identify new recycling techniques. As more and more pressure comes from funding our transportation system, so will come the need to save and recycle our resources in these pavements. This will present huge opportunities in the use of recycling techniques.
The process of “Championing” these materials and construction processes will enable Ergon’s Asphalt and Emulsions Division to stay on course with our stated mission.
