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It doesn't take much to be an expert in construction marketing, particularly for large companies.  Although I am not an expert in construction, the basic principles of marketing apply and I have more than 30 years experience in this field.  Construction marketing for corporate is relatively simple.

Start with who your target customers are.  The figures for construction projects are largely publicly available and with some simple sums, you can work out what the potential is in each target market segment.  Now to match your unique capabilities to the market opportunities.  What is it that differentiates you from your competition.  What is your unique value proposition where you are expert, can and have delivered quality work at least cost and where you can make good profits.

OK, so who are those target customers that have this kind of work regularly or from time to time.  Gather contact details of this target market and give some thought as to what they read, do and experience on a daily basis.  What are they interested in.  Get to know them well so that you understand what they are interested in and identify some "touchpoints".  Marketing and more importantly sales,. doesn't happen in one go.  It is usually as a result of perhaps three "coincidences" where your target customer has seen or heard about you, that they are moved to action.

Construction Marketing

But, there is another element of your construction marketing required to move them to action.  How they perceive you and your brand.  What they believe, think, perceive or know your brand stands for.  It's called positioning.  Are you presenting your offering accurately through your construction marketing and is it clearly understood by your target market.  

So, the bottom line is that if you know who your target market is and you are projecting your value proposition to them, then you are half way there.  This construction marketing concept dealt with above was originated by Robin Philip and is called the product-market match.  According to Robin Philip, the closer you can get your product-market match, the more business you convert.   See another article on construction marketing which deals with simple marketing communication initiatives you can easily and economically do yourself.


Date Posted: 2011-01-26
Posted By: Printed Shadenet Solutions
Listed under these Business Listing Categories: Advertising, Building and construction,

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