Here is my Publisher's Viewpoint for the September issue of Ontario Construction Report.
By Mark Buckshon
Publisher, Ontario Construction Report
Perhaps the most important lesson in business I’ve learned in the past few years is that, when it comes to marketing, it is not what you take, but what you give, that counts the most.
By generosity, I don’t mean the overworked (and potentially damaging) cliches about ‘free estimates’ or making a big deal about a small contribution for some community charity. I’m referring to a form of generosity more subtle yet at times more ‘in your face’ than the conventional model. The highest and most successful application of this principal is pro-actively creating a positive image for yourself within your target market/community.
As an example, I know of an insurance broker who offered to sponsor the General Contractors Association of Ottawa Ethics Award. Out of respect for insurance broker’s competitors, I won’t name the business here – but I’m sure that the GCAO members – the market the broker is targeting – know who the broker is!
Last night, I saw another example: A U.S. company that sells marketing materials teamed up with a well-known marketing guru, to offer a free Webinar on construction marketing. Undoubtedly, the presenter offered solid and useful advice. Of course, viewers also knew who offered the advice, and which website/phone number to visit after the program.
So how can you implement your generosity program? Think about your ideal clients; which organizations, events, and hobbies reflect their passion, and then find ways to visibly support, contribute and be a part of these passions. You’ll of course want the generosity to be consistent yet creative. This takes some work and effort, but will contribute to your success in business.
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Mark Buckshon is president of the Construction News and Report Group of Companies. He publishes a daily blog at http://www.constructionmarketingideas.blogspot.com, and can be reached at 888-432-3555 ext 224.