Recent research, The Construction Media Index (CMI), provides valuable insight into the communication channels used by construction decision makers. As part of this Architects, Contractors, Housebuilders, Offsite Manufactures and Builders Merchants were asked about the construction trade journals they read. This guest blog, by Anna Hern of Ridgemount PR, presents some of the findings and […]

Marketing is no longer just direct mail and advertising campaigns, when we think marketing we think digital, personalised emails, targeted social media campaigns, SEO, blogs and instant downloadable content. This is the same for B2B as it is for B2C and the construction sector is no exception. Our Construction Media Index shows an increase in […]

Well written specification documents are a very important tool in the sales and marketing of construction products. Developing standard specification clauses provides a means of saving the specifier time, enabling easy inclusion and ensuring that a construction product is correctly described as the manufacturer’s original intention. With thought, specification documents can also be written to […]

Over the last few months we have provided guidance on construction personas, looking at the Client, Architect and Main Contractor. Creating construction personas helps understand the motivation behind buyer decisions, giving an understanding of the challenges and goals faced by the decision maker. Providing valuable insight into why construction professionals are specifying your product, or why they […]

The construction of a building involves many people: Architects; Designers; Engineers; Contractors; Sub-Contractors all working together to meet the needs of the Client. The Client is at the head of the procurement chain; ultimately the Client decides what is to be constructed, where, when and by whom. In this blog we take a look at […]

The specification sales team is an expensive resource, but used effectively it can create demand, reduce the importance of price and transfer influence away from the supply chain to the manufacturer. Effective specification selling is an important skill for the construction professional, the benefits are: Reducing the focus and thus importance on price – By […]

The delivery of a construction project involves many different decision makers. Often this group of people are brought together for one project and then disbanded when the project is complete. Understanding the dynamic of the Decision Making Unit (DMU) is important, this is where knowledge of the market sector and contract types can be useful. […]

The construction industry has a complex Decision Making Unit, with many influences on the specification of a construction product. So do you know how satisfied specifiers are with your products or services? What they like or don’t like about your construction product? The best way to find out what your customers want is to ask […]

In many construction companies marketing is seen as just sales promotion, but an important element is strategic planning – a process which should be ongoing, not just reserved for the annual budget. A well-used tool for this is Ansoff’s matrix, he first developed it 60 years ago, but it is still as relevant today as […]

The Chartered Institute of Marketing states that “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably” When marketing construction products how is this best achieved? The construction sector poses unique marketing challenges, with a complex decision making unit and many influences on product selection. In this blog I take a […]