Life just got harder
Today has been one of those days when the unexpected has just taken over. Having planned to approach my day in a logical fashion, taking a few proactive initiatives, I received an unexpected phone call at 8.30 this morning and 7 hours later I’m still trying to catch up with the day. None of the proactive actions have happened, and they probably will not.
Sadly this is all too typical of life today in the construction sector. The chances are that you are working with a smaller team who are trying to get more done. Because there are less people you are receiving more emails and probably having to understand things that were underway before you were involved. When you get back from meetings you find an Inbox full of new emails and every time you deal with one two more come in. And because of the recession all this extra effort is leading to less work for the business!
There are times when you just feel like the rabbit in the headlights – bombarded with urgent tasks and not sure what to do next. Next time this happens, force yourself to stop and remember it is quality not quantity. It is all too easy to get wrapped up in the day to day business and not take a more strategic view. Yes all of the small things need to be dealt with, but try to prioritise and identify points of leverage. Things where, for relatively small effort or cost, it will make a big difference. This is the tactical part of marketing.
For example, how can you use some of the new forms of digital technology to make a difference to your communications? Perhaps it is starting an eNewsletter, or changing the content of your website. These are mass techniques which allow us to communicate with our customers in a personal manner. Today there are a whole array of these available, many offering cost effective alternatives to traditional methods – just consider how quickly CNPlus has become a part of your working life. I’m sure you would agree that although it is adding to the load in your Inbox the quick ands easy access to the latest news and information has helped your to make better, more informed, decisions. So how can you do the same for your customers?
To give you some ideas and inspiration CIMCIG has arranged a series of events looking at how to use web technology. The next of these, Building an Audience with Digital Technology on 14th May is a case study looking at Voltimum, an organisation which communicates with 100,000 electrical contractors using different forms of digital technology. Why not give yourself a break from the grind, get some new ideas and do a bit of networking.
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Chris is founder of Competitive Advantage Consultancy Limited which specialises in market research and training for the construction industry. He is also a member of the organising committee for CIMCIG, the Chartered Institute of Marketing’s Construction Industry Group
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First Published: 1st May 2009, CNPlus
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