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Saturday, November 21, 2009

Construction marketing and the circle of life

Vancouver, BC viewed from the south with mountains behind. Blended exposure version. 20 stitched images
Mfield, Matthew Field, Reproduced within Creative Commons License

Yesterday, after an intense day of work, my wife drove me to the airport, and seven hours later, (with a connection), I arrived in Vancouver. Today is my mother's 85th birthday party, and her children and several of her grandchildren are joining for a celebration.

This point-of-life event will leave me with mixed emotions. Mom is getting older, of course, but her grandchildren have started raising their own families, so she can see the next generation.

We are all experiencing life transitions and experiences; individually these influence our perceptions and decisions, as a society the demographic shape defines largely what will be built and what must be replaced.

Planners use demographic data to scope out what to expect, but I suspect that decision-makers base their choices more on their emotions. The entrepreneur has an elderly relative needing care, so decides to build a care home; a contractor working in area with many teenagers about to enter college might see his own sons and daughters heading forward, and think about bidding on college projects.

We also make the decisions on quality, price and choice. I hate spending money on travel, so the business class airline seats are with points, and I arrived in a very large chauffeur driven vehicle (also known as a city bus) at my mom's condo late yesterday.

In construction marketing, consider your emotions, your choices, and your demographics. Then think about how these elements relate to your current and potential clients, and how you can make the connection. You will succeed.

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