Posts Categorized: Marketing Strategy

6 Books That Will Transform The Way You Think About Marketing Your Building Products Business

I’m like a sponge to information that is relevant to me, but…

I’m impatient.

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

How to make Ecobuild pay for Building Product Manufacturers.

Ecobuild - Excell

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:

The months leading up to any large exhibition are generally more about project management than marketing.Read More

5 Google Analytics questions you should ask your agency today

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

Why a cut in marketing budgets might not be a bad thing for marketers

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

15 things Marketers must stop doing now!

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.

<rant>

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

Marketing to the construction industry in a multi device world

A few days ago I came across a very interesting slide deck by Michael Lanz, Industry Director at Google (shared by one of my Google+ buddies) about ‘Making the Web Work for You’. The presentation was focusing on the recent web trends, behaviour changes and the choice of devices available which in turn causes an acceleration in sharing on the web today.Read More

3 common construction email marketing myths debunked

An effective email distribution list can achieve a number of key goals for marketers within building products manufacturers.

  1. It can improve the online REACH of your products (and consequently extend the knowledge of your brand and other products).
  2. It can help build confidence and trust in your prospects to ACT on your integrated marketing messages.
  3. It can encourage prospects to CONVERT into leads through permission-based* calls-to-action on your building product landing pages.
  4. It can start the relationship-building process with your prospects by opening a channel to ENGAGE in conversation.

But before you all go and spend a small fortune on a big old list from a broker, based on SIC codes and other useless data drivel. There are two points to remember here:Read More

How to manage embargoes in a digital age

Last week I used an embargo on a news story, it’s not something I do often (certainly not yet this year) and as a result it started to make me nervous that journalists didn’t respect the embargo any more… in this digital media relations age, was the ‘embargo trust pact’ dead, or alive?

What is an embargo? Well, technically it’s a ‘stop’ caveat on a piece of information that you’re sharing ahead of time with journalists, which hopes to stop sensitive material from being published before ‘full disclosure’ or a specified date.Read More