A better approach to construction marketing

Statcounter.com provides incredibly comprehensive traffic data -- and it is free.

Last night, in reviewing some of the inbound links to this construction marketing blog (you can gather amazing data about your visitors with most blogging software) I visited a site promoting some Internet marketing scheme where you could, purportedly, be among the one per cent richest people in the world, quickly and easily, by purchasing the "no risk" program.

The video impressed me with its slickness and its various attention-retaining devices to draw the viewer into the story, and to make it seem so believable that of course only a fool would fail to see the value of the offer and part with money to make the dream come true.

Of course, I'm a sceptic about these sorts of things, so even before the  video ended, I had left the site, avoiding the "squeeze offer" when I initially tried to leave the marketer's video page. I used Google to search the offer proponent's name and, within a few minutes, discovered reports from some early clients, knowledgeable Internet marketers, who said there indeed could be some value in the program, but it certainly won't solve every one's problems and is not a magical fix-all solution.

Internet marketers like the video producer say that if you purchase their products, you'll achieve incredible traffic and with that traffic and your slick marketing, you can sell others' works through affiliate deals and make a small (or, more accurately, large) fortune by selling other peoples' work.

Sure . . . anyone can build an Internet marketing site and theoretically reach a sizable percentage of the world's population, virtually instantaneously, but we know that is far from the reality for most of us.  Google, especially, is wary of tricks and gimmicks to build traffic -- if you cross a line, you could be banned to search-engine purgatory.

Of course, architectural, engineering and construction marketers are not really looking for massive amounts of traffic from visitors anywhere in the world.  We are seeking qualified potential clients, and to maintain healthy relationships with current and previous customers.  Unless we are operating a national franchise serving millions of consumers, our markets are largely constrained by geography (the more local the better) or scope (if we are building multi-million dollar theme parks, we don't really want nor need to reach typical consumers in middle-income neighbourhoods.)

A successful blog or site within this industry would probably measure daily traffic in the hundreds, much less likely than the thousands or tens of thousands.

I track traffic and source/nature of visitors through a free (for small numbers) service, Statcounter.com, which allows me to see who is arriving at our sites, and when.

As for dreams of instant wealth, I've discovered that sometimes incredibly wonderful things can happen, but this success is rarely achieved by blindly following an Internet guru's videos showing fancy cars and houses.  It's fine to dream, but it never hurts to keep the real world in perspective in planning our construction marketing.

The construction marketing magic of instant gratification

In the other Construction Marketing Ideas blog, you can read a story about the virtues of delayed gratification -- in particular, the "marshmallow test" which proved that the 30 per cent of four-year-olds who could wait a while (and receive a second marshmallow for their patience) ultimately did much better in life when they grew to be adults.

Fair enough.  However, as marketers we have the ability to turn rules on their heads and here, "instant gratification" is the way to win hearts, minds and money.

Now, obviously we aren't in the business like the used car dealers who say "no credit, bad credit, we'll fix things so you can drive away today" (leaving the poor suckers seeking instant gratification even deeper in debt.)

As well, in practical terms, most construction projects cannot nor should be instant gratification exercises.  You really don't expect anyone to pick up the phone, order a $20 million building (or even a $10,000 small renovation job) on a single call, do you?

But you can still provide instant gratification, by answering the phone on the second ring, sending a thank-you card after a great meeting or, perhaps, meeting a spontaneous request because you know the person will really appreciate it.  Small gifts are good (blatant bribes are not)  .

I certainly didn't hurt my case when the tax auditor showed up at our offices and he found waiting a few paper cups and a "10 pack" of Tim Hortons coffee.  "Thanks," he said.  "You know, there are people who are afraid to offer me a coffee because they think it would be in conflict, or there are people so mad that they won't offer me a coffee in spite.  I'm really allowed to accept this gesture."  When the auditor left our office three hours later, he gave us the greatest gift possible:  Nothing.  As in:  No additional tax owing.

So, yeah, if you visit job sites in Canada and want to win the hearts and minds, bring the coffee -- or maybe a $10 coffee gift card.

Simply put, anytime you can find a little way to provide some instant gratification to your employees, contractors, or clients, do it.  And give your employees the power to do the same thing -- it won't break your budget.

Instant gratification is great for construction marketing -- when you give it.

Marketing and selling across the (construction) divide

This image is from a free screen shot series from Agilent Technologies, "The World Without Engineers". Here, Agilent combines logic with humour to communicate to its intended engineering audience.

On Friday, Jeffery Gitomer answered a question with a surprising response. "How do you sell to engineers?" someone wanted to know. Gitomer observed that indeed engineers are different -- while most people let their emotions determine their desire and interest, and then use logic to justify their decisions, "engineers are logical". In other words, he indicated, if the person you are selling to is an engineer, build your relationship through respect for facts and logical thinking.

This gets me thinking. Would an engineering consulting business marketing services to an architectural firm get very far with a logical focus, and how would either of these enterprises relate to a general contractor or, even better, the sub trades who actually do most of the 'real work' on the job sites?

In conversations about projects and initiatives which went well, everyone expressed their pride in the co-operation and excellent communication at all levels -- in other words, the projects had a wonderful harmony and spirit -- through creativity, logic, and mutual respect (and excellent interpersonal relationships at all levels) any problems were resolved effectively and in good spirit -- about the only profession or trade not to gain from this harmony is law.

So, how can you gain from these insights in your marketing your construction-related service or professional practice? First, as Gitomer and other gurus make it clear, be yourself. If you are an engineer and you are not logical, I think most of us would run for the hills to avoid you. Second, and this is a challenge, but it certainly can be done, respect and appreciate the individuals around you, and do everything you can to see things from their perspective.

Third and most importantly, get rid of the class distinction of superiority/inferiority. Gitomer does this well by dressing in a red "maintenance" uniform -- not a formal suit and tie. At the highest level, for example, the architect appreciates that someone who has built a successful sub trade business really knows the trade -- and how to manage and integrate its speciality on the job site. Respect and recognition result in co-operation, good job spirit, lower overall costs and referrals, of course.

Marketing Engineering Services in a Downturn -- Tim Klabunde

If you haven't already bookmarked Tim Klabunde's blog, CofeBuz, the Marketing and Business Blog, and you are an engineering services marketer, I recommend you review his latest posting: "Marketing Engineering Services in a Downturn". And his posting leads me to another site/blog worthy of permalinking, Civil Engineering Central , co-ordinated Carol Metzner, President of The Metzner Group, LLC, and Matt Barcus, President of Precision Executive Search, Inc.