How to Create a Marketing Strategy
by
Leonard Toenjes
In a competitive environment, many construction
firms often find it important to try to pull in business through a marketing program.
But with so many options it is often hard to know which are effective. Leonard
Toenjes advises that construction
companies cobble together a strategy aimed
at reaching an audience
receptive to a pitch.
Q: I would like to increase my construction service firm's visibility through
marketing but I have never tried this before. I know some companies rely
on
simple Yellow Page listings, others through advertising and others
with signs
on jobsites. What are my options and which do you think are the best?
A:
There are many steps in a successful marketing program, but probably none is more
important than the first step.
The first thing to understand is who you
are attempting to target with your marketing. Depending on the type of services
you deliver, your target audience is different.
For example, if your firm
does concrete flatwork and wants to perform more residential driveway and slab
work, you may use door-to-door fliers or the Yellow Pages that you mentioned in
your question.
It is extremely important to identity your target audience
prior to determining the approach you should take.
Research
Important Second, do some research or contact some public relations consultants
about the best ways to reach your target audience. There are so many different
options of communications available today; this second step can help ensure that
your limited marketing resources are best spent.
Options can include e-mail,
a Website, postcard mailings, personal calls, telephone solicitation and any number
of different advertising options in printed publications, electronic media, or
promotional give-away items.
Certainly, an owner or a large construction
buyer, such as a hospital chain, is not looking in the Yellow Pages. Find out
which publications your audience reads. Go where they go.
At this point,
I have to give a little plug for association involvement.
In many instances,
there is no substitution for personal contact. Associations provide an invaluable
opportunity to meet decision-makers face to face and build relationships. It is
an under-utilized resource that allows owners to put a name with a face with a
construction company that then allows for better penetration of your other marketing
tools.
Many well crafted media campaigns or mailings are disregarded because
relationships already exist.
Third, design the appropriate message to best
represent your firm and tell your story to the audience you are targeting through
the media you have selected.
Be clear about your firm's services, accurately
represent the image you want to send, and tailor it carefully. It is usually a
good idea to test-market your message to a small selected group to see where there
may be room for correction or improvement prior to full scale implementation.
Finally,
implement the marketing. Track the contacts that result from your efforts. See
if you are hitting the right audience and see if they are getting an accurate
image of your company and its construction services. See if the investment was
worth the new business.
If not, go back to step one and try it again.
Do
you have questions on construction human resources or safety? E-mail them to Leonard
Toenjes at ltoenjes@agcstl.org or craig_barner@mcgraw-hill.com.
If Len picks your question, he will answer it in a future issue of Midwest
Construction.) | 
print this page
e-mail this page
