The benefits of BIM in communications and business development strategies. Marketing communications tips in developing a content strategy focused on an organisations BIM knowledge and expertise. Social Media, Digital Marketing, Customer Engagement and Content Marketing.

2. The benefits of BIM in Communications
and Business Development Strategies
Marie Grieve
Director
Costello Palmer Communications

3. Understanding BIM…
“At its simplest level, BIM provides a common environment for all information defining a
building, facility or asset together with its common parts and activities. This includes
building shape, design and construction time, costs, physical performance, logistics and
more.”
RICS: Royal Institute of Charter Surveyors

4. From a communications perspective…
“My business is BIM-ready,
let me tell you how.”

5. How to maximise your BIM credentials…
Using BIM means being digital, you’re already doing it!
So now is the time to integrate your BIM digital delivery into your communications.

6. Digital Fusion
A digital fusion, of BIM and promotional content expressed through online
communications channels.
Enabling organisations and individuals to succeed through the power of online messaging.
Digital doesn’t stand still, nor should you.

7. Express yourself
Utilise the technical capabilities of online communications channels.
Carefully plan what you want to say, because at this stage…

8. I have the power…

10. Is this true?

11. “You can express the intention of a message but you can’t
control the interpretation.”
Matthew Sykes, Global Content Manager, Microsoft

14. #MakeItRight aims to communicate Three’s promise to tackle industry-wide problems:
"…perfectly tells the story of how Three is taking a stand by making it right for customers
by tackling roaming fees and offering 4G at no extra cost for example.“
Tom Malleschitz, Chief Marketing Officer, Three

17. "Our new campaign will inspire consumers to find their flow to achieve what they want in
their daily lives, whilst enjoying a bottle of Lucozade Energy along the way."
Lesley Stonier, Marketing Manager, Lucozade Energy

18. When you start leaving digital
footprints this will be how you
are remember and recognised.
YOU HAVE
ONE CHANCE
TO GET IT
RIGHT

19. A clichéd
term,
but one which
works.

20. What do your customers want to know…
Why would you give them anything else?
Maybe they don’t always know what else is available to them!
Make the shift from selling to educating.

21. The value of information sharing through digital platforms…
Be a story-teller.
Be engaging.

23. Pinpoint what the right message is for your customers.
Select your channels of communications carefully.
Customers expect a cross-channel journey.
Offer information in instalments so they come back for the
next chapter!

24. Digital communications techniques
to attract new customers…
Social Media gives you a voice but be smart,
make it relevant.
I’ve said it before, BUT find out what your
customers want to hear.

25. What do you know about BIM?
How have you implemented BIM into your day-to-day business operations?
How will this benefit your customers?
What does this mean for the future of your business?
How does your BIM expertise integrate with the wider construction industry.
AND give examples, demonstrations, evidence, invite people to listen…

26. When you eat fruit,
think of the person
who planted the tree.
Ancient Vietnamese proverb

27. Pull up a…

28. What are the three key things you would
want to tell a prospective customer about
your businesses BIM capabilities?
Are these three things currently
communicated in your marketing activities?

29. How to develop a winning BIM content strategy…
Be social with your BIM expertise.
Providing content that is useful to customers and advances your business objectives.
Create high engagement by building and maintaining a community around your BIM content.
Customers know how to cut through the clutter, they have control over their viewing and can be
ruthless.
Establishing loyalty is essential.
Be meaningful to your customers and start generating earned media.

30. The rewards…
Shared and useful content:
Kick starts any natural search
Drives engagement
Creates brand ambassadors
And ultimately, drives sales

31. 92% of global consumers trust
seemingly unstructured content
(earned media) above all other forms
of advertising.
Accenture Technology Vision 2013

32. Brand engagement behaviour…
Make the most of your user generated content (earned media).
Customers value other customers’ views and trust this far more than what is provided by
your business.
Don’t be shy in asking your customers to give comment and share their experiences.
What do customers think of your BIM expertise (capture this and share).

33. The importance of rationalisation…
Always give your customers a reason to use your products/services, this gives validation
and assurances that they made the right choice in selecting you.
And more importantly, will make then come back again.

34. Your objective
is to create
‘sticky customer’!

38. And back to BIM…
Technical knowledge and expertise instils confidence in your products/services.
You’re a leader in your field, ahead of the competition.
BIM offers efficiency savings in time, cost and resources…
…you can pass these savings on to your customers, so now you must tell them how.