| Since the first structures went up (what, about 10,000 | | | | cohesiveness so that future messages are similar, and |
| years ago?), business development in the construction | | | | an avoidance of the "marketing event of the week" |
| field has primarily focused on who you knew. We all | | | | syndrome that so many organizations fall into. |
| know that the relationships that you've developed over | | | | 3. Dynamic, robust website |
| the years have a lot to do with how well the | | | | Your company's website allows you to do many |
| organization performs. And that hasn't changed. We've | | | | things that traditional marketing and advertising cannot. |
| traditionally referred to that as the "Good 'Ole Boy's | | | | Websites in general have become powerful |
| Network." | | | | brick-and-mortar office extensions as they have the |
| But as demand has slumped, competition gotten | | | | ability to provide valuable information 24 by 7. |
| downright vicious and technology improved, we've | | | | Information can be directed to prospects, developers, |
| seen a fundamental shift of how construction | | | | investors and even employees in a continuous stream. |
| operations are attracting business. The "Good 'Ole | | | | The customer might want to know how long you've |
| Boy" operations that refuse to change are seeing their | | | | been around and your passion for what you do. They |
| competition make significant gains on them. For those, | | | | might want details and specifications of your |
| the strategy of avoidance has become destructive. | | | | high-quality, superior design, products and/or services. |
| Construction marketing in the 21st Century is about | | | | Maybe they want to read through the testimonials to |
| better organization and the use of influence through | | | | gain confidence and see that your reputation is |
| new approaches, namely technology and the media. | | | | impeccable. Websites make all of these things possible |
| Those who accept this fundamental shift will be better | | | | and easy to get. |
| off in the short and long-term to compete well into the | | | | I'm amazed that some construction companies still |
| future. Here are five suggestions to help bring any | | | | don't have websites. Those avoiding "flashy graphics" |
| construction organization up to speed- | | | | are missing out on an opportunity to "virtually" meet |
| 1. New Mindset | | | | with prospects and share valuable information when |
| Let's face it, relationships are the most valuable aspect | | | | they want it. I can't think of a simpler tool for |
| of a construction operation. This simply won't change. | | | | communications and promotion than a website. And |
| What has changed though is the manner in which | | | | for those who have one...I suggest you start looking |
| relationships are formed and maintained. Emailing, | | | | into a social media strategy. |
| texting, websites and even blogs are now the | | | | 4. Referral marketing system |
| accepted way of doing businesses. Each of these | | | | We all know how important a referral is. And we ask |
| communication types have inherent advantages in the | | | | our clients for them (if you're not, then start doing that). |
| way information is passed. Face to face | | | | But what would happen if we organized this important |
| communication with a hand shake is important, no | | | | area of the business? |
| doubt. But in terms of documented history, how can | | | | What I'm talking about is that instead of hoping a |
| you beat a simple email? | | | | referral comes your way...you spend time to develop |
| The first important step is a realization that just as | | | | important relationships - from people who can really |
| there have been developments in construction, so | | | | help. So who's "important"? Well, a strategic partner is |
| have there been developments in marketing. Picking up | | | | important. A strategic partner is someone who serves |
| the phone is still important...but just as important | | | | the same target market that you do yet is not in direct |
| (perhaps more so?) is a letter or informative website. | | | | competition. An example of a good strategic partner |
| And these things require writing. If you're not a writer | | | | to a roofer is an electrician...or a plumber...or an HVAV |
| who can shape and creatively package your services | | | | contractor. |
| to the public, then you need to find someone who can. | | | | By developing these kinds of relationships, you'll |
| Further, I encourage you to exit the | | | | essentially be broadening your reach tenfold...or more. |
| "I'm-honest,-do-good-work-so people-should-use-us" | | | | This is the ultimate "Good 'Ole Boy Network"...one that |
| mentality and enter the world of creativity and | | | | builds on itself exponentially. There are many ways of |
| promotion. Once you take that step, you'll be in a more | | | | developing such an extensive network...and technology |
| effective frame of mind. | | | | is playing a bigger and bigger role. |
| 2. Marketing Kit | | | | 5. Public relations program |
| What's a marketing kit? A marketing kit is the | | | | I'm shocked by how many construction operations |
| communications foundation of your business. It's been | | | | ignore this marketing tactic. Construction is, by its |
| used by the big ad agencies for their clients for | | | | nature, newsworthy. It was easy to develop a PR |
| decades and in its basic form, is a series of files that | | | | campaign before. Technology has only made it easier. |
| explains your organization in a number of different | | | | The bottom line is that third party endorsements (i.e. |
| ways. Examples include your logo (yes, you should | | | | news) are more powerful than any advertisement. An |
| have one), letterhead, case statement (why the public | | | | article written about your company by someone else, |
| should do business with you), difference statement | | | | whether newspaper, magazine, or in an on-line blog |
| (you need to present yourself as unique), your story, | | | | creates credibility that even the best written |
| your services, etc. The purpose of a marketing kit is | | | | advertisement cannot generate. |
| for branding and for use in all the marketing tactics you | | | | But marketing in the new millennium isn't easy. As with |
| use as a cohesive communications strategy. | | | | putting up a building, there are a number of activities |
| The benefits of developing a marketing kit are | | | | around any promotional effort. My suggestion is to |
| numerous. Some of the more obvious ones include: a | | | | learn what these are...and don't get left behind. |
| resource to draw from for any tactic you'd like to use, | | | | |