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Monday, January 24, 2011

The two worlds of construction marketing

In the past few years I've observed a lot of really good -- and really bad -- marketing for the construction industry.

The really good stuff combines superb client relationships, respect, consistent learning and imaginative yet systematic and highly measurable initiatives to bring in and retain new business.

The really bad stuff is thoughtless, seat-of-your-pants money wasting because the business owner is too lazy to learn what really needs to be done and/or is swayed by telemarketers and spammers pitching junk.

Of course, you need to keep your mind open and eyes alert for what works, and what won't.

Can I wave a magic wand and solve all of your construction marketing challenges in one quick and easy (and "FREE" lesson?) Yes, probably, but if you are like most people looking for the quick-and-easy solution, you won't see it if it is right under your nose.

Here it is:
Look at your most successful competitors, discover their peers in other markets, and learn from them. (I doubt your direct competitors will want to help you too much.)  Then copy the stuff that might be unique in your own market while you adapt the best ideas from several places.
Oh yeah, that is a quick-and-easy answer which requires quite a bit of work to implement.  Sorry.  Things are never that easy.

P.S.  If you want to link to this blog or ReTweet it, I will be truly grateful for your respect and assistance.

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