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Specification and selection targeting professionals

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Targeting Professions – what ways can you best reach the various professions. With data drawn from the recent Construction Media Index, a guide to how best to reach the various professional groups. …

Targeting Professions – what ways can you best reach the various professions. With data drawn from the recent Construction Media Index, a guide to how best to reach the various professional groups. Chris Ashworth, Competitive Advantage.

Published in: Business, Health & Medicine

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Transcript

  • 1. Competitive Advantage Consultancy Limited Chris Ashworth The Changing Face of Specification and Selection: Targeting Professionals
  • 2. Getting AttentionDon’t use• Direct Mail• Email• Telephone• Advertising• Cold Calling
  • 3. Construction Media IndexObjectives• Provide impartial report for the use of construction industry• Identify the key hard copy and electronic media used by category of decision maker and market sector• Identify the niche publications which are actually read
  • 4. Construction Media IndexMethodology• Survey 613 respondents• Sample – Architects, Interior Designers, Engineers, Surveyors, Main Contractors, Specialist Contractors, Housebuilders – Residential, Education, Healthcare, Retail, Offices, Other Commercial, Industrial, Public non-Housing – Key Journals, Online & Face to Face
  • 5. Construction Media Index• Sponsored by communications agencies – The Charlotte Street Agency – CIB Communications – MRA Marketing – Pauley Creative – Ridgemount PR• Special price to delegate
  • 6. Selecting your Media • Traditional • Blogs • eNewsletters • Social Media • Twitter
  • 7. Printed Journal ReadershipProportion who do not read any journals
  • 8. Search Engines
  • 9. Search Engines to Identify Products
  • 10. Search Engines to Identify Services
  • 11. Work Related Blogs
  • 12. Blogs – Increased Usage
  • 13. eNewsletter Readership
  • 14. Social Networks: Facebook
  • 15. Social Networks: LinkedIn
  • 16. Social Networks: Building Network
  • 17. Social Networks: tCn
  • 18. Increased use of Social Networks
  • 19. Twitter
  • 20. Twitter to help with work
  • 21. Hard copy Technical Literature
  • 22. PDF Technical Literature
  • 23. Technical Literature Preference
  • 24. Technical LiteratureIs there a role for hard copy?
  • 25. Technical Seminars
  • 26. Conclusions• Need a combination of traditional and digital communications channels• Moving towards permission marketing• Google, Facebook, LinkedIn and Twitter main forms of communication• Hardcopy literature continues to have a role• Fast changing environment
  • 27. Chris AshworthCompetitive Advantage Consultancy Ltd Strategy Development & Implementation Customer Research Training & Developmentchris@cadvantage.co.ukwww.cadvantage.co.uk