Delivering the Message about Competitor’s Products Oliver S. Delery, Jr., P.E. Vice-President Technical Marketing Forterra

Rigid Rugged Resilient

Rigid Rugged Resilient

Rigid Rugged Resilient

Federal Trade Commission Statement of Policy on Comparative Advertising “Commission policy in the area of comparative advertising encourages the naming of, or reference to competitors, but requires clarity, and, if necessary, disclosure to avoid deception of the consumer.” “Comparative advertising, when truthful and non-deceptive, is a source of important information to consumers.” 8/13/79

FTC Act Restrictions Conduct that violates the principles of fair competition, such as: misrepresentation, bribery, disparagement of a competitor, or disparagement of a competitor’s products.

FTC Statement of Policy on Deception “The Commission will find deception if there is a representation, omission or practice that is likely to mislead the consumer acting reasonably in the circumstances, to the consumer’s detriment.” 10/14/83

Rigid Rugged Resilient

Rigid Rugged Resilient

9 out of 10 Engineers Spec Concrete Pipe over Plastic. Shouldn’t You? Rigid Rugged Resilient

Comparisons – the key message Build Trust Be Honest Admit Bias Give the Devil His Due Don’t Hide Shortcomings Rigid Rugged Resilient

Address the Shortcomings of the Competition Whimsically Point out flaws through examples not related to our business Plant the seed of doubt in a specifier’s mind Use this approach and Segway into issues involving pipe Rigid Rugged Resilient

Concrete Pipe Is the ONLY pipe for playgrounds! And for that day of rest, Concrete Pipe is the only pipe for playgrounds. (Go to the animation after the first sentence.) (Right after the fat kids line, look up at the ceiling for a few seconds then explain that you were just checking for lighting bolts, or say something like “I can get away with the fat kids joke because I was fat as a kid”.) Metal RUSTS! Calorically Challenged (Fat) kids DEFLECT plastic!

Other uses for concrete: Bomb Shelters Bridges Shoes (Special Order) Buildings Highways Safety Barriers Besides pipe, there are many other fine uses for concrete including: (Go through animation)

Other uses for metal: Any product that ends up in a junkyard Soft drink cans Beer cans (ok, so this is not that bad) Garbage cans (this market has been lost to plastic) And in keeping with my professed desire to tell the truth about my enemies, let me tell you about the other uses for metal: (Go through the animation)

Other uses for plastic: Garbage cans 2 liter soft drink bottles (their entry into metrics) Legos Credit cards And what about plastic, (Go through the animation)

Our Shortcomings – In Comparison, Use Them To Your Advantage Concrete Pipe Is Heavy Concrete Pipe has Short Lengths Concrete Pipe has Leaky Joints The Hydraulic “n” Factor is higher in Design Concrete Pipe is Old and Dull Concrete Pipe is Expensive Rigid Rugged Resilient

Advanced Comparison – Design and Liability Rigid Rugged Resilient

Starting From the Failure What Happens if a Pipe Failure Occurs? Set the Scene After the Ambulance, it’s the Ambulance Chaser “Have You Been Injured in a Car Wreck?” A Structure, or Underground Bridge, Has Collapsed The Lawyer Has an Expert Structural Witness Rigid Rugged Resilient

Assigning (or Assuming) Responsibility Who has the structural design and calculations? Who reviewed them? Who stamped the design? How do the standards weigh in? Are all standards the same? Rigid Rugged Resilient

Now, you’ve set the stage to proceed – in a number of directions Standards Review Basic Rigid vs. Flexible Presentation Failure Dynamics (for all products) Specific Design Comparison (AASHTO LRFD) Rigid Rugged Resilient

Standards Review Material Standards Manufacturing Standards Material Testing Standards Structural Design Standards Installation Standards Inspection Standards Rigid Rugged Resilient

Basic Rigid Vs. Flexible Presentation Structure vs. a “Hole” Hydraulic Comparisons Installation Requirements for each Inspection Requirements for each Crack Limits Deflection Limits Rigid Rugged Resilient

Failure Dynamics Concrete Plastic Metal Overloading, Impact, Installation (Joints), Cracking Plastic Deflection, Temperature Changes (Joints), Fires, Flotation, Punctures, Connections, Brittleness Metal Corrosive Soils, Loss of Coating, Deflection, Flotation Rigid Rugged Resilient

Specific Design Comparison (AASHTO LRFD Bridge Designs) Concrete: ASTM C-76 with Standard Installations Pipe Manufacturer’s Design & Liability Plastic: Deflection Wall Profiles Vertical Arching Factor Trench Boxes Hydrostatic Forces Soil Properties Design Engineer’s Design and Liability Rigid Rugged Resilient

In Conclusion Comparisons are Important & Critical Start With Basic Concepts Be Honest and Fair – Admit to Bias Become a Resource Change Will Come Gradually (Unless that Seed of Doubt Grows Quickly – Keep Watering it!) Rigid Rugged Resilient