The Construction Marketing Guide
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But construction firm owners aren’t the kind to take this lying down, and there is something you can do. By taking simple action to define and plan your marketing efforts you can survive. In fact, some firms are not only surviving, but seeing record profits. These companies are unique in that they are using consistent, planned marketing efforts. This program can help new or struggling construction contractors beat their industry’s high failure rate.
With the Construction Marketing Guidebookyou will learn how to plan and guide your entire staff’s marketing efforts. The system will enable you to:
My professional story began as a young marketing manager in a company with little guidance or understanding of what marketing meant to the organization. I shadowed the outgoing manger for a week and was taught all the skills to master “reactive marketing.” This is where you wait for marketing needs to arise and then react with a solution. The problem with this method is that you are always 2 steps behind and you end up guessing on what to spend your money on.
The leadership and most employees had little understanding of what marketing was to our company, or what the marketing manager was really supposed to do. So I reacted to numerous marketing requests and tried other marketing vehicles that the budget would allow for. Some things worked, lots didn’t. We did OK while I was at the company, but we could have done much better with a strategically designed, proactive marketing program. After I left that company and as my career progressed, I found the lack of guidance and clear marketing direction to be a common ailment among small businesses.
A few years later I reached a low point when I was laid off from my second job, because the company wasn’t making enough sales. As the marketing manager I felt I had failed. Not because of lack of effort, just the wrong effort. Again I was working for a company with a fledging marketing department and little understanding of what to do with it. There was no marketing program before me, and I was trailblazing, just not in the right direction.
I remember the feeling I got when my boss laid me off. It felt like a warm shockwave that slowly poured from my head down through my body. A tight knot formed in my stomach as thoughts went to my wife and 4-month old son at home, where I would soon be joining them.
After the initial shock wore off I realized how important marketing can be for a company. It can mean the difference between keeping employees, or letting them go. The difference between doing work you like, or just doing any work you can scrounge up. It means the difference between sleeping good at night, or tossing and turning. Ultimately it can mean the difference between a family thriving, or that family struggling.
Soon I decided to never let that happen to me again. In my next position I studied techniques, joined groups, explored, and reached out to industry veterans to define what marketing was to my industry and my company. I set out to identify and map out the core marketing activities that would set a solid foundation for a professional service firm. And not just for Marketing Directors, but for anyone and everyone. I wanted to create a system that would provide a foundation that to support the families, goals, and dreams of an entire company.
The Construction Marketing Guidebook is the result of my efforts and provides you an immediate, focused marketing program. The program is a robust platform for you to base your marketing activities, yet it is condensed and simplified into FIVE easy steps. The complete package includes The Guidebook and Five Workbooks to walk you through each step.
NEXT is the best part. Information and ideas are fine, but let’s bridge the gap to implementation. A full line of engaging Workbooks will provide you with a direct path to follow. The actions contained within will define your firm’s image, goals, targets, and specific action items. As you complete the easy exercises in the workbooks, your thoughts and ideas will form, evolve, and clearly define what marketing is to your firm.
1. Promotion Through Client Service 2. Promotion Through Your Projects 3. Promotion Through Public Relations
Promoting you and your business through these three avenues will gain you exposure and more notoriety, plus it can be done through daily work activities.
“For years we operated under a vague marketing program. The simple definitions and tactics of the 5 Footholds System has made it easy for us to lay out a clear system for our staff to market. No more guessing and assuming for us.”
“We never had a defined marketing plan. Almost all of our marketing was reactive marketing. With the 5 Footholds System we were able to put a system into place in a matter of weeks. Now all our employees know how and where to market.”
“Simply wonderful! This system got our marketing on track with a program that’s easy to understand. I have a simple list of marketing activities that I complete each week. It feels good and gives me confidence that I am marketing the business in an effective manner. We are starting to compete with some of the big… Read more…
