Part three – Marketing tools for the construction sector
In the last article we identified the benefit of market segmentation in understanding the key drivers to purchase and how to identify your competitive advantage to set you apart from the rest. In this piece we explore the shift from old marketing to new marketing, the need to engage, educate and inform, the key marketing tools for the construction sector and business development.
Engage, educate and inform
Old marketing was about promotion and for many companies the approach hasn’t changed but the results have. Traditional promotional marketing has become ineffective. New marketing is about engagement, it’s about people, understanding your markets network or community. Who are they engaged with, who are their influencers, which sources of information do they use. For the construction sector this is not limited to a series of magazines, websites, supplier directories and trade shows but embraces the world wide web and social media networks and communities which can have powerful influence on the position of your brand and the selection of suppliers and products.
Marketing tools for the construction sector is about considering the channel mix. So for example, with specification selling the focus is on imparting information and advice. Specification teams will be technical advisors working in partnership with professionals in the construction sector. The use of technical CPD seminars, project case studies, technical literature, websites, videos and PR which provide examples of system solutions in practice can be very effective here. For contractors and installers how to videos and PR pieces may be supplemented through smartphone apps, which offer detailed product range specifications and installation guides.
Business development – construction project leads
A good strategy for lead generation can make all the difference. Project leads from Barbour ABI or Glenigan will provide useful sales leads and companies can identify at which stage of the contract, from outline planning through to start on site. However, a word of warning here timing is all important, otherwise specifiers, contractors and developers can be flooded with enquiries by subscribing companies leading to a resistance to enter into discussion. Targeted use can help identify which companies are currently active in specific sub sectors such as offices, hotels, education or residential project and develop a strategy to build a database and nurturing relationships which provide information, which is informative, relevant and timely.
If you are interested to find out more about how you can improve the effectiveness of your marketing for construction markets contact us at firstname.lastname@example.org for a free initial consultation or for more advice on business strategy and marketing expertise.
How your strategy can benefit from reach-mc
- Specialists in business strategy, marketing expertise & business development, leadership and management, product management, new product development and effective marketing campaigns.
- Specialist expertise for the construction and property, manufacturing and distribution, building materials, drainage and water management, renewable energy and home improvement sectors (bathrooms and kitchens, tiles and flooring).
- Successful track record targeting architectural specification, building contractors, housing developers, installers & contractors, and distributors.
- Winners of the Construction Marketing Awards 2014 for strategic planning and management.
- Leo Aspden, founder of reach-mc is an approved High Growth Business Coach, a Chartered member of the Chartered Institute of Marketing (CIM), Steering group member of the Chartered Institute of Marketing Construction Marketing Group (CIMCIG) and a Fellow of the Chartered Management Institute (CMI).