Tools of the Trade: Modern Marketing for Construction Brands
 

Tools of the Trade: Modern Marketing for Construction Brands

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By Construction Marketing Association (CMA) Chairman Neil M. Brown ...

By Construction Marketing Association (CMA) Chairman Neil M. Brown

The 214-page comprehensive guide covers all aspects of marketing building products, equipment and construction services to construction and related targets. Units include Strategic Marketing, Tactical Marketing, Specialized Marketing, Practical Marketing, and Marketing Resources. All functional marketing types including traditional and digital media are described with practical tips. Content on channel marketing, A/E/C marketing and retail hardware/home improvement marketing is provided, along with many, specific examples of marketing programs and campaigns in the construction industry. The book also serves as the study guide for the CMA's Certified Construction Marketing Professional (CCMP) program.

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Tools of the Trade: Modern Marketing for Construction Brands Tools of the Trade: Modern Marketing for Construction Brands Presentation Transcript

  • Tools of the Trade: Modern Marketing for Construction Brands Construction Marketing Association www.ConstructionMarketingAssociation.org Neil M. Brown NEIL M. BROWN
  • Table of Contents PREFACE: WHAT IS CONSTRUCTION MARKETING?............................................................7 Book Purpose and Structure.............................................................................................................7 Why Construction Marketing is Important...................................................................................... 8 UNIT I: STRATEGIC MARKETING ..........................................................................................9 The Modern Marketing Mix............................................................................................................ 11 Branding: Your Most Important Marketing Decision.................................................................... 15 Marketing Planning Best Practices................................................................................................. 35 Market Research­ Types and Practices......................................................................................... 41 — Strategic Marketing Tools............................................................................................................... 45 How to Measure Marketing Results: New Rules........................................................................... 49 UNIT II: TACTICAL MARKETING..........................................................................................61 Internet Marketing—Acronym Soup: Web2.0, SEO, Mobile, Apps, PPC, QR Codes.............. 71 To Blog or Not to Blog?.................................................................................................................. 86 Social Media Best Practices ........................................................................................................... 94 Advertising—The King of Traditional Marketing........................................................................ 125 Publicity: PR in the Age of Social Media..................................................................................... 131 Trade Show and Event Marketing Best Practices........................................................................ 135 Direct Marketing: Mail, Email and more...................................................................................... 139 New Product Development and Launch.....................................................................................151 PAGE 4 Content is King!............................................................................................................................... 63 Pricing for Profit.............................................................................................................................157 Tools of the Trade: Modern Marketing for Construction Brands
  • UNIT III: SPECIALIZED CONSTRUCTION CHANNELS AND SEGMENTS............................159 Marketing to Distributors and Related Channels....................................................................... 161 Channel Marketing Survey ......................................................................................................................................... 162 Channel Sales Policies and Support Programs.......................................................................................................... 164 Marketing to Home Improvement Retailers................................................................................ 167 Home Improvement Snapshot and Survey................................................................................................................ 167 Retail Merchandising and Packaging ........................................................................................................................ 170 Retail Line Reviews....................................................................................................................................................... 175 Proprietary Retail Brands............................................................................................................................................. 177 Marketing Architectural/Engineering/Construction (A/E/C) Services....................................... 179 A/E/C Marketing Survey.............................................................................................................................................. 179 Lead Generation is Top Priority................................................................................................................................... 181 Construction Lead Services......................................................................................................................................... 186 Leveraging Associations for Networking................................................................................................................... 193 UNIT IV: PRACTICAL MARKETING CONSIDERATIONS.....................................................197 Finding Modern Marketing Talent............................................................................................... 197 Selecting Marketing Partners—3 Steps to Find a Great Marketing Agency............................ 199 Marketing Automation: What It Is and Why You Need It........................................................... 201 UNIT V: CONSTRUCTION MARKETING RESOURCES .......................................................207 ABOUT THE AUTHOR.........................................................................................................213 ABOUT THE CONSTRUCTION MARKETING ASSOCIATION...............................................213 Tools of the Trade: Modern Marketing for Construction Brands View slide
  • Preface WHAT IS CONSTRUCTION MARKETING? In the broadest sense, construction marketing encompasses the variety of activities, programs and projects that support revenue generation. Similar to marketing in other categories, construction marketing is about developing and/or promoting products or services that serve customer needs. “Marketing 101” college textbooks defined marketing via the marketing mix and the Four P’s: Product, Promotion, Place and Price. No question, these are still important. However, marketing has changed significantly in just the last few years. And a growing list of pundits voice that traditional marketing is obsolete, or that marketing is being replaced by new and interactive media. TOOLS OF THE TRADE: MODERN MARKETING FOR CONSTRUCTION BRANDS addresses new media, traditional marketing, and the integration of both for measurable results. The objective of TOOLS OF THE TRADE is to identify and describe all aspects of a modern marketing program, and then to detail how each element of this new and different marketing mix can be implemented. To reinforce this learning, TOOLS OF THE TRADE provides visual examples and numerous case studies from our beloved construction industry (not billion dollar consumer brands that are not relevant). To deliver on these objectives, TOOLS OF THE TRADE is organized in five units: Strategic Marketing, Tactical Marketing, Specialized Channels and Market Segments, Practical Marketing Considerations, and Construction Marketing Resources. Strategic Marketing describes the foundational marketing initiatives that drive all downstream marketing implementation like planning, research, strategic tools, branding and how to measure marketing results. Tactical marketing describes functional activities including content, Internet, social media, advertising, publicity, new product development and much more. Next, TOOLS OF THE TRADE identifies Specialized Channels and Market Segments including Distributor Channel Marketing, Retail Channel Marketing, and marketing to architectural, engineering or construction services or A/E/C marketing. Each of these channels or segments require vastly different marketing approaches than the others. Rather than being too general, we identify the specific marketing requirements of each. The Practical Marketing Considerations unit provides insight into three areas deemed important by Construction Marketing Association members: hiring marketing talent, selecting marketing partners, and marketing automation. Tools of the Trade: Modern Marketing for Construction Brands View slide
  • PREFACE Please note that TOOLS OF THE TRADE is intended for experienced marketers, not beginners. Indeed, the book serves as the advanced marketing training guide for the Construction Marketing Association’s certification program, the Certified Construction Marketing Professional (CCMP) designation. In fact, much of the content for the book is from ongoing training, webcasts and whitepapers from the Construction Marketing Association. Some content for the book is provided by contributors and subject matter experts, duly noted in the respective chapters. Special thanks to the Construction Marketing Association Board of Directors for their ideas, support and volunteerism. Kevin Enke of Bosch Power Tools, Deborah Hodges, Executive Director of the Construction Writers Association, Jim Scarlata of Emerson Electric, Paul Deffenbaugh of DeepBrook Media, Tim O’Brien of CNH Construction Equipment. More special thanks to Lindsay Brown, my associate and manager of the CMA blog and social media program. Together we can achieve great things! With marketing changing so rapidly, updates will be required. To this end, your comments and suggestions are appreciated. Contact information is listed at the end of the book. Please check back periodically for updates. WHY IS CONSTRUCTION MARKETING IMPORTANT? The construction industry has been one of the hardest hit in the recent recession. All sectors of construction—commercial, homebuilding and remodeling—have declined significantly. Some reports as high as 40%. Unlike prior recessions, construction is not expected to recover or return to the “exuberant” levels prior to 2007. As a result of this economic turmoil, construction firms and the manufacturers that sell to them have undergone restructuring, layoffs and certainly, marketing budget cuts. This raises the question – how can you achieve marketing results with fewer resources? Less staff? A smaller budget? The answer is more effective marketing. Doing more with less. Fortunately, some of the new marketing tactics are more cost efficient and measurable than traditional marketing. And when new marketing is integrated with traditional marketing, we have realized excellent results. Measurable results. So marketing is not just a cost center in a soft economic environment, but a growth engine. TOOLS OF THE TRADE will show you how! PAGE 8 Tools of the Trade: Modern Marketing for Construction Brands
  • ABOUT NEIL M. BROWN Neil M. Brown is Chairman of the Construction Marketing Association, and Chief Marketing Officer (CMO) of Construction Marketing Advisors. Prior to these roles, Brown was CEO of numerous marketing consulting and creative agencies for the past 15 years, managing some of the biggest brands in the construction sector. Prior to the agency-side, Brown was a brand manager at electrical products manufacturer IDEAL Industries, and later CMO of an architectural metals manufacturer. Neil earned an MBA from Northern Illinois University, and a BS-Marketing Cum Laude from Southern Illinois University. Neil is a frequent author and contributor to Advertising Age, BtoB magazine (formerly Business Marketing), Marketing News and other publications. He is author of two books, Tools of the Trade: Modern Marketing for Construction Brands, and Branding Best Practices: A Guide to Effective Business and Product Naming. ABOUT THE CONSTRUCTION MARKETING ASSOCIATION The Construction Marketing Association (CMA) provides professional development and certification, marketing training, resources and information, networking and recognition. CMA sponsors the Construction Marketing STAR™ Awards, and Construction Marketer of the Year™ Awards. And CMA produces the Certified Construction Marketing Professional (CCMP) program. Full information is available at ConstructionMarketingAssociation.org. The site links to the Construction Marketing Blog with marketing news, resources and related content, and the association’s Twitter, Facebook, YouTube and LinkedIn pages. Questions? Contact Neil Brown at neil@constructionmarketingassociation.org Tools of the Trade: Modern Marketing for Construction Brands