As work starts to pick up in the construction industry a key marketing question for me is “Are building product manufacturers going to stay focused on what’s important?”
The last few years have taught many of us to be lean, pin-sharp and focused on delivering real value for our businesses and in order to achieve that, you knew had to work backwards…
Let me explain…Read More
Forget Predictions, What Will You Do Differently in
Updated Jan 2015
It’s still true that the majority of generic B2B marketing predictions mean very little to the modern construction marketing professional.
Whether its building products, materials, contractors or professional services within construction generally, the route to market is typically protracted and complicated.
Let’s be kind to ourselves again this year.
So I am two months in and my first task of finding out our Net Promoter Score [NPS] is complete.
My name is Steph and I am the newest recruit to the Pauley Creative team. My role within Pauley creative is Accounts Manager, it is my job to ensure all our customers are happy and to make sure the level of service we provide is the best it can be. So finding out our NPS was a good starting point.Read More
Updated Sept 2016
Is your marketing strategy for the year ahead in hand?
Are you ready to hit the ground running?
Are your monitoring tools, marketing measures and tactical approaches (PPC, SEO, CRM, lead generation, content plan, automation etc) agreed for the coming year?
As James Cameron (Film Director – Google him) once said;
Hope is not a strategy. Luck is not a factor. Fear is not an option.
If the last week or three are a barometer for the coming few months, it seems this year more than previous years, is going to the busiest ever for Pauley Creative and it’s clients.
Understanding what worked this year, what needs improving and what needs killing stone dead will be an essential foundation for building the next years plan…
I’m like a sponge to information that is relevant to me, but…
If I don’t learn something relevant immediately, like in the title, or at least on the first page, books tend to get binned.
Other stuff gets done. I’m a pragmatist, that’s just the way it is.
In fact, I’ll only actually read an entire book if it is so unmissable, so relevant, so enthralling that I’m hooked from the word go. Maybe you’re the same?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
For many who follow this blog you will be aware that we love working with data, especially Google Analytics data. Using Google Analytics to assess the performance of tactics, channels and content effectiveness over periods of time help marketers do better with their online marketing.
Some marketers will use Google Analytics quite a bit and some won’t so I’ve tried to include questions everybody can ask their agencies, designers or in-house web teams today.Read More
Over the last few months there has been various studies released focusing on headcount and marketing budgets as we approach 2013. Research conducted by Lead Edge ‘Construction Market Barometer‘ recently showed that 28% of companies are expecting no change to their marketing budget, with 36% expecting growth. Whilst that is a good sign I personally also think that leaves more room for random acts of marketing (do more! do more of the less effective stuff!!).
Which means the remaining 36% of companies surveyed are looking at reducing marketing budgets. I can only assume that the companies which belong in this bucket are trying to assess which tactics, channels and strategies to cut or eliminate as we move closer to 2013.Read More
Here is a list containing 15 things marketers must stop doing now largely based on recent conversations I’ve had with marketers, things I’ve observed and also from my own previous experience working client side for a large product manufacturer.
1. Stop wasting money on big, heavy, glossy product brochures
Start putting things online. Drive people to the website where the information is most up to date and can be viewed on mobile or tablet. Save money on print costs and valuable space in the back of sales reps car boot. That space could be filled with golf balls.
2. Stop doing the same things you did in 2007
Start experimenting. Try something new for a change. Challenge the status quo for once. Push the boundaries and start learning something new. Stop something and see what the impact it has on the business (hold-out test) then you’ll realise how valuable that tactic is.Read More