Recently I’ve attended two marketing events: the Content Marketing Show in Brighton and Digital Marketing Show at the London Excel.
Whilst listening to all these industry experts it became evident that over the past year there has been a sudden resurgence in real creativity.
Here’s a quick debrief of what I learnt from both exhibitions…
In the run up to Ecobuild (in the UK), across the Atlantic, two US building materials associations, the National Association of Home Builders (NAHB) and the National Kitchen and Bath Association (NKBA) joined up to create the IBS (International Builders Show) and the Kitchen & Bath Industry Show (KBIS), at the Las Vegas Convention Centre.
The International Builders Show* is a trade show for US national home builders. Two things to clear up first; It’s definitely not a US version of Ecobuild and it’s not really international either (bar a small Chinese exhibiting contingent and me).Read More
Spud the Dulux dog – An exhibitor who doesn’t have a follow up process…
It’s Ecobuild time again for all us construction marketing folks.
And for the sake of this post I will assume at this late stage, everyone exhibiting and visiting has a rock solid set of objectives and goals for this years Ecobuild.
From my own experience, most building product manufacturers will typically have three, now four (updated Nov 2013 and again in Feb 2015) key drivers for exhibiting. In no particular order:
- To show off new and existing product.
- To meet existing and prospective clients.
- Because the competition are there.
- Because they’ve always gone*
The months leading up to any large exhibition are generally more about project management than marketing.Read More
Ecobuild is over for yet another year and as many of you know we set out to find the best uses of digital marketing before, and during, the show. We had a number of exhibitors enter our #digibuild award and were very impressed with what we saw in the run up to Ecobuild as well as what went on at the show. The winner faced some tough competition from runners up Alumasc and Jewson,who also did a brilliant job.
And the winner is …
We have taken the Ecobuild award criteria and expanded on some of the points to give you an insight into how we’ll be evaluating use of integrated digital marketing at the show.
Strength and breadth of digital marketing used in the approach to the show
- How many social/digital channels are being used to promote your presence at the event?
- Is the messaging consistent and regular?
- Does your website support your Ecobuild campaign eg. do you have a separate landing page or area that you’re directing specific Ecobuild traffic to?
Finalised your marketing for Ecobuild yet? Have you considered how you’ll maximise your presence at the show, collect qualified business leads, and measure your activities afterwards? We’re aware of just how frantic and fretful the approach to a big show can be, and often planning marketing activities at the show takes a back burner.
Below are a few straightforward ways you can make better use of your digital marketing toolkit at Ecobuild. If you would also like to enter our ‘best use of digital marketing award‘ then tweet @PauleyCreative with the hashtag #digibuild. For more information on the award criteria please see our award blog post.
Don’t worry we’re not going to bamboozle you with weird or wonderful technologies – hopefully these are all mediums you’ll be familiar with, if not engaging in already; we’re simply hoping to make your digital marketing tactics work harder for your business objectives.
This year we’re running a competition to celebrate the best examples of digital marketing at Ecobuild 2012.
Exhibitors will be judged based on their use of digital marketing in the run up to the show, activities and promotion at the show and their overall integration with PR and other forms of marketing.
This award will recognise innovation, integration and digital marketing successes at Ecobuild. The Pauley Creative team are judging entries based on the following criteria:
Last night saw an impressive gathering of senior industry figures congregated at One Birdcage Walk for the invite only CIMCIG chairman’s event at the equally impressive HQ of the Institute of Mechanical Engineers [IMechE]. On the menu, BIM and the barriers to adoption. Chairman Ian Exall, CIMCIG (and Aqualisa) gave a brief but concise introduction to the panel and suggested that the audience participate at will.
- Paul Morrell, Government CCA
- Mike Sheehan, Director of Sustainability, WSP
- Alan Crane, President CIOB
- Chris Gilmour, Design and Marketing Director, BAM Construct UK
- Karl Redmond, Construction Sector Network, Leeds Metropolitan University
Opening gambits from the panel came thick and fast:
Paul Morrell (my interpretation of what he said): Supply chain collaboration is key to successful adoption. Contractors need to work with consultants and consultants to learn about 3d modeling from product manufacturers. There needn’t be stringent standards that everyone adopts however there needs to be enough universal standards that allow confidence in adoption so as not to give rise to fear of investment in the wrong place.
Last year we held two very successful digital marketing events in London and Manchester with delegates from all over the construction industry. Due to the popularity of the events, we are running a series of digital marketing seminars and workshops throughout this new year, targeted at business owners and marketers from building product manufacturers. The full day seminars will be held in London and Manchester while the more intensive and hands-on half day workshops will take place at our office in Milton Keynes.
On Tuesday I attended the second Fresh Thinking session hosted by Jobsite in London. The first one featured Scott Stratton and Amanda Hite talking about social media and its impact on businesses. This time round, Tomi Ahonen and Tony Fisher spoke about the topic of the day, which was mobile. It’s the widest reaching technology today with over 5.8 billion active mobile users expected by the end of 2011. How has it changed the way people and businesses communicate? What digital footprints (identities) are we leaving behind and what do we do about the growing privacy concerns? Essentially, I came to find out what place mobile has within construction marketing plans and how it can be used to add value to our customers and clients.