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