Technical Marketing in Precast Concrete – A Real-World Example from the Construction Industry

What happens when a precast concrete manufacturer stops selling and starts taking responsibility – with facts instead of promises?

A real-world report from the construction industry – between lift points, building codes, and real decisions.

Technical Marketing in the Construction Industry: From Buzzwords to System-Based Solutions

Thomas Berner, Precast Plant:

"I produce stairs that fit the first time – for the people who make the decisions. Because a second attempt gets expensive. And that’s not how we do business."

Let’s take a moment to listen.

Because what Thomas Berner says isn’t a branding statement –

it’s the result of a shift in thinking.

Driven not by marketing, but by reality.

What we used to consider good technical marketing for the construction industry

was nicely worded – but lacked technical substance.

For a long time, we thought it was enough to say to architects and contractors:

"Our precast stairs impress with architectural elegance, fast installation, and sustainable production.The design enhances modern spaces and provides maximum walking comfort.Take the next step with us."

It sounded polished. But it said nothing.

✘ No reference to standards

✘ No tolerance specifications

✘ No system verification

✘ No technical marketing, no information modules, no apps

In short: nothing that holds up in court if things go wrong.

Harsh? Yes. But that’s the reality.

Today, thanks to technical marketing – and a few hard lessons – we know:

If you talk like that, you’re dodging responsibility.

Dodging the architect. The site supervisor. The building owner.

And the one who has to sign off on what actually gets built.

Because anyone making technical decisions needs more than a promise.

More than words like elegance, comfort, or sustainability.

They need solid, standards-based information –

at the right level of detail, at the right time, through the right channel.

That’s why we don’t make promises.

We define the technical foundations needed for real decisions, real planning, and real construction.

Technical Marketing in the Construction Industry: System Data Instead of Product Promises

Technical System Basis (Precast Concrete Staircase)

• Type: Precast reinforced concrete stair, compliant with DIN EN 14843

• Dimensions: Tread 270 mm / Riser 165 mm (standard size)

• Exposed Concrete Finish: SB 3 classification, ÜK2 factory inspection, control sample included

• Exposure Classification: EN 206 / DIN 1045-2, XC4 / XF1 / XD1 depending on application

• Load Capacity: According to DIN EN 1991-1-1, up to 5.0 kN/m² based on usage category

• Structural Verification: Project-specific, IFC-compatible upon request

• Tolerances: As per DIN 18202 / 18203-3, provided in DWG and PDF formats

• Connections: Options for in-situ and precast floor slabs, documented in DWG & IFC

• Load Transfer & Reinforcement: In accordance with Eurocode 2, including shear path and reinforcement details

• Impact Sound Insulation: Tested elastomer bearings, ΔLw value documented (ISO 10140)

• Lifting Points & Logistics: Clearly marked, documented, with integrated installation sequence

• Installation Plan: Includes orientation, storage concept, and handling aids

• Surface Finish: Standard gray exposed concrete; custom textures and colors on request

But we also know: Data sheets alone don’t drive decisions.

Real decisions require context, trust, and technical traceability –

especially when something goes wrong and someone has to take responsibility.

That’s why we don’t just talk about dimensions, standards, and classes.

We address the real-world challenges.

For those who make the decisions –

and for those who carry the consequences if things don’t fit.

So that decisions can be made –

and our clients earn money, not lose it.

What Owners, Architects, and Site Managers Expect from Technical Marketing – In Construction, Substance Matters

For Building Owners, This Means:

This stair isn’t a one-off.

It’s a certified precast unit – with system logic, structural integrity, and verified data.

The dimensions fit standard layouts.

The load-bearing capacity is calculated, documented, and verified.

Impact sound ratings are defined – not assumed.

Egress dimensions, riser/tread ratios, and fire safety requirements are met.

And yes – design options exist.

But every variant is based on the same certified system.

So you’re not just getting a stair that looks good –

you’re getting a solution that works,

can be legally approved,

and won’t be debated in week three on-site.

For Architects, This Means:

The exposed concrete class is clearly defined.

The dimensions follow a modular grid – no guesswork, no scaling games.

You can select variations – but always within a functioning system.

That saves time during design and construction planning –

and reduces coordination loops with engineers, contractors, and reviewers.

The slab connection isn’t a design gamble –

it’s technically specified, with verified connection details.

Impact sound, fire ratings, and egress specs are all covered –

so you can design confidently and get it approved:

During submittals, during construction, during occupancy sign-off.

In short:You get design freedom – without liability exposure.

For Site Managers, This Means:

Delivery is planned just-in-time – not "sometime this week.

"Installation works with a standard crane – no specialty hooks, no gut calls.

Lifting points are documented. The installation sequence is clear.

Tolerances are specified in the drawings – not buried in the fine print.

You don’t need to improvise –

just hook it up at the right spot, at the right time.

And that saves money.

Because smooth execution avoids downtime.

And no rework is cheaper than any rework.

But that’s not enough.

Because construction doesn’t happen at a desk.

So this also applies:

📌 Lifting points must be marked clearly enough

that a subcontractor on the morning shift can’t misread them.

📌 Installation steps must be visualized,

for crews who don’t read specs – but install steel with precision.

📌 The delivery slip needs a QR code with installation instructions –

so no one asks, “What are we supposed to do with this thing?”

Because when the stair arrives and no one knows how to install it,

you lose a crew, an hour of crane time – and your patience.

And we don’t just deliver PDFs.

We deliver an information structure built on technical reality –

not on the next marketing brainstorm.

A modular system that reflects the jobsite –not a glossy brochure fantasy.

Our Modules for Technical Marketing in the Construction Industry

Module 1: Interactive System Diagram with Layer Functionality

This visual shows the precast stair in real-world construction context – integrated into slab, wall, and foundation.

Individually toggleable layers display:

• Structural load path

• Connection reinforcement

• Lifting points

• Installation sequence

• Exposed concrete specifications

The goal: No more digging through 200-page PDFs or guessing from generic details –

just one view, one structure, one reliable reference.

Designed for: Architects, site managers, and structural reviewers.

Module 2: Planner Page with Downloadable Details (DWG, IFC, PDF)

Includes connection options, tolerance data, structural parameters, and load assumptions –each with clearly defined validity and reference standards.

But we don’t just provide files.

We provide design logic, variant structure, and technical context.

So it's clear what’s standard, what’s a deviation – and when coordination is required.

The goal: Planning confidence, even under tight timelines and with reviewable components.

Not a one-size-fits-all package – but a dependable starting point for permit design.

Module 3: Installer Checklist – One Page, Jobsite-Ready

Straightforward install info, no fluff:

• Crane setup: type, capacity, attachment method

• Lifting points: location, marking, hook type

• Install order: what comes first, what follows

• Time per unit: realistic, not theoretical

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Not just a PDF on some server.

But on the product itself – as a QR code on the delivery note, nameplate, or packaging.

Scan it. Read it. Install it.

The goal: No guessing. No last-minute improvisation.

A precast element that tells you how it works – before someone gets it wrong.

Module 4: “What If...” Matrix – For When Things Don’t Go as Planned

Not a legal disclaimer in PDF form –but a concrete response guide for real construction issues:

• Stair opening off? → Tolerance table + response path

• Concrete finish rejected? → Factory record + SB class + inspection protocol

• Load path unclear? → Load model + DWG/IFC connection details

• Lifting points unclear? → Yes. Marked + install sheet + QR code

• Exposure class mismatch? → XC/XF reference table + use case

• Impact sound insulation? → ΔLw documented, elastomer solution verified

• Structural verification? → Summary provided, full static available, IFC-ready

And if something still isn’t covered:

A technical advisor is available – onsite, by phone, or via Teams.

Not to deflect – but to calculate.

The goal: Liability clarity, reliable decisions, no costly rework down the line.

🔷 Module 5: Owner Page – Public and Private Access

Plain language explanations of how the system works.

PDF certifications, exposed concrete maintenance guide, and a clear FAQ.

The goal: Build trust, show responsibility –without overwhelming non-technical stakeholders.

Our goal isn’t a pile of PDFs – it’s a functioning project conversation

This is what it sounds like—when it works:

Owner:

“Is this the exposed concrete class we signed off on?

I don’t want any surprises during final inspection.”

Architect:

“SB3 – as agreed. The sample was approved, and the documentation is complete.

If anything changes now, we’re talking time and extra costs.”

Structural Engineer:

“Dimensions check out: 270 tread, 165 riser. Exposure class XF1.

Structural verification is on file, connection details are available in DWG and IFC.

If the stairwell opening doesn’t fit, there’s a tolerance table – it’s in the ‘What if...’ module.”

Foreman:

“Where exactly do I hook this thing? I’ve got 90 minutes of crane time.”

Structural Engineer:

“Lifting points are factory-marked. There’s a QR code on the protective wrap –

it shows hook positions, crane load, install sequence. All there.”

Foreman:

“How long’s the install take?”

Architect:

“According to the installer checklist: 45 minutes per unit – with a standard crane, no rework.”

Code Reviewer:

“I need the connection details – load transfer, bearing reinforcement.

Where’s that all compiled?”

Structural Engineer:

“On the planner page – DWG, IFC, load assumptions, calculations.

All validity ranges clearly stated.

If anything’s unclear, a technical advisor is ready – by phone or Teams.”

Foreman:

“And what if something still goes wrong? If the dimensions don’t line up or the owner flags the concrete?”

Architect:

“Then the defined process kicks in – who reports, who decides, what the fix is.

No WhatsApp chaos, no scrambling for paperwork. It’s all in place.”

Owner:

“I’ll only sign off if there’s nothing left to fix.

I’m not paying for improvisation.”

Structural Engineer:

“Understood. That’s why everything’s documented – and everyone knows what to do.”

Code Reviewer:

“I’ve got all the info I need – connection details, loads, verification.”

Foreman:

“Honestly? The only reason we’re even having this conversation like thisis because the manufacturer delivers what others usually leave out.”

You know good communication not by how it sounds –but by whether it enables real decisions.

System Check:

Does your marketing deliver what your product actually promises?

Key questions for manufacturers of system components like precast stairs:

– Does your communication provide what a structural engineer needs for load calculations?Or are you just hoping they’ll give you a call?

– Could a site manager follow your installation guide without having to ask for clarification?Or is he forced to improvise – because lifting points and tolerances are missing?

– Does a building owner understand what your stair has to deliver over time?Or are they being soothed with architectural wordplay?

– Do your IFC models contain usable technical data?Or just nicely placed PDF links?

Real Scenario:

A code reviewer requests durability verification for your precast stair in exposure class XF4.

The planning is well underway – but your website only offers:

• A vague note about "exposed concrete quality"

• A brochure that says nothing specific

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What happens now – and what should have happened to prevent this?

🚫 Bullshit Killer:

Cut out everything from your communicationthat a decision-maker can’t verify, can’t apply, or can’t take responsibility for.

If there’s nothing left after that,you don’t have technical marketing.

You have advertising.