A Journey to Industry Standard in Construction Tech
Imagine digging into the ground with complete confidence, knowing exactly what lies beneath and in real-time during excavation, and avoid costly underground utilities strikes. That’s the game-changing innovation RodRadar brings to the construction industry.
RodRadar developed Live Dig Radar® (LDR), a patented radar imaging technology combining advanced design, embedded processing, sophisticated algorithms, and cutting-edge engineering, which enables automatic real-time, on-site alerts for the prevention of damage to underground utility infrastructure during excavation.
Goals
- Establish Market Leadership – Enhance RodRadar’s positioning as an innovator in excavation and utility strike prevention.
- Compelling Industry Messaging – Craft compelling narratives for key stakeholders, emphasizing the safety, financial, and operational risks of utility strikes.
- Market Differentiation – Position RodRadar as the industry standard by showcasing its ability to prevent utility strikes and enhance construction safety.
- Investor Appeal – Help in making RodRadar’s disruptive construction technology, vision, and impressive traction an investment opportunity that should be embraced, sooner rather than later.
The Ripple Effect: Understanding the Bigger Picture
Every 60 seconds, an underground utility strike occurs in the United States (while most of the incidents are not reported). These incidents cause more than $100 billion in damages globally, impacting communication lines, gas and power infrastructure, project timelines, and safety standards. But the real problem runs deeper.
A utility strike is never just a single event. It sparks a ripple effect:
- Injury or worse potential employees and other bystanders’ injuries.
- Project downtime & delays that drive up costs.
- Reputational damage for construction firms.
- Insurance and legal liabilities – denial of service that extends far beyond the initial accident.
RodRadar had the solution, but the challenge was clear: How to improve the positioning of RodRadar’s proprietary technology, the Live Dig Radar®, as the must-have, real-time excavation safety technology?
Challenge
RodRadar, a disruptive and visionary tech innovator, has a different message in the traditional construction industry and its past perceptions of excavation safety. This required a messaging enhancement that would:
- Speak to Diverse Audiences: Effectively communicate the severe impact of utility strikes to both innovation-driven stakeholders and traditional construction contractors who face these risks firsthand.
- Resonate Across the Industry: Craft messaging that highlights the financial, operational, and safety consequences of utility strikes, making it compelling for investors, regulators, and construction professionals alike.
- Shift Perception: Position RodRadar as an indispensable technology for excavation safety, not just another construction tool, but a critical solution for preventing costly and dangerous strikes in real time.
Solution
A strategic, multi-channel marketing approach designed to establish consistent touchpoints and deliver a compelling, differentiated message through the right marketing mix.
1. The “Ripple Effect” Narrative
The ripple effect concept was created to illustrate how every utility strike wasn’t just a single accident—it triggered a chain reaction affecting the entire construction ecosystem. By reframing the problem, we elevated RodRadar’s value proposition from a “nice-to-have” to an industry necessity.
2. A Cohesive Digital & Brand Presence
We ensured this new messaging was embedded across every touchpoint, including:
- Investor and sales decks that clearly conveyed the market need, solution, and ROI.
- Social media and digital campaigns positioned RodRadar as a technology leader.
- Event booths and marketing materials that reinforced the company’s innovative edge.
- Educational content, videos, and testimonials that showcased real-world impact.
Our Role
SAGE Marketing played a significant role in driving this transformation by:
- Conducting deep-dive market research to uncover pain points, opportunities, and investor perspectives.
- Developing an authentic, high-impact messaging strategy that connected with both the tech and construction industries.
- Implementing this messaging across all marketing channels to create a unified, compelling brand presence.
The Outcome
RodRadar becomes a category-defining technology that sets a new standard in excavation safety.
By redefining the narrative, aligning with innovation-driven audiences, and delivering a high-impact message, SAGE Marketing helped RodRadar not just stand out, but lead the way.
Customer Quote:
SAGE Marketing’s multi-channel strategy and creativity helped us cut through industry noise, transforming our brand and positioning RodRadar as a leader in excavation technology.— Amir Tsrouya, Business Development, RodRadar
About SAGE Marketing
SAGE Marketing, a top global agency, empowers B2B Tech firms to achieve marketing objectives and accelerate growth. We offer CMO-as-a-Service, encompassing strategic planning, branding, digital marketing, and content.
