Nick Pauley's presentation for the Builders Merchant Federation Members Day 2016 on creating an actionable [Strategic] digital marketing plan for your construction business and removing random acts of marketing.

1. Road Map to Digital Success
By Nick Pauley
Pauley Creative – The Digital Marketing Agency for the Construction Industry

2. Understanding Why Digital is Critical
80% of Success is
Showing up.
Woody Allen
@Nick_PauleySource: http://searchengineland.com/seo-zero-moment-truth-242692

3. The BMF ‘Vision’
“To be the authoritative voice of the
merchant industry”
• To Create More Member Value
• To Attract & Develop Young Merchant Talent
• To Promote the Merchanting Industry
• To Attract New Members
one industry
one voice
Where do we want to go?
Goal 1 – Establish the BMF as the
“Must Join” Industry Body that
Merchants and Suppliers want
to belong to and engage with
Criteria:
• The number of branches and geographic spread
• % industry turnover. Minimum target – 75%
• Number of companies in membership
• The number of merchant employees nationally
• Number of members displaying and promoting
the BMF brand
Goal 2 – To highlight and establish
the significant performance of
the Merchant Sector as a vital
contributor to UK economic growth
to key stakeholders (Government,
National Press, Supply Chain,
Customers and Members)
Criteria:
• Being routinely invited to contribute/comment on
key areas of policy/debate which impact upon the
merchant sector by both trade and national press
• Column inches of press coverage in trade
and national press as measured by equivalent
advertising spend
• An increasing number of MP visits to Merchants
and BMF meetings with Ministers, key civil
servants and local Mayors and council leaders
BMF:Goalsfor2017
3. Strategic Partnerships
How will we get there? Our 5 Strategic Themes
“To be the authoritative voice of the merchant industry”
And, a fully inclusive Federation that represents the interests
of all merchants and suppliers to the builders merchants industry.
1. Industry Analysis
To inform on the future of the sector and its
impact on members and the Construction
industry supply chain by 2020
To do so will include preparation of information
into the contribution of the sector, the changing
nature of the supply chain including on-line
purchasing and responsible sourcing
• New services should reflect the difficult issues
facing merchants e.g. Legislation, IT. Product
Shortages, Chain of Custody
• Regional Managers should regularly ask
members what they need and feed this back
to HO
4. New Value Added Member Services 5. Industry Recognition
• How does a BMF member differentiate
themselves from a non-member?
• Should the BMF act as a mediator between:
Merchant and Customer, Merchant and
Supplier?
2. Recruitment/Market Segmentation
Core growth targets identified as;
• Plumbing & Heating (Merchants and Suppliers)
• General Merchants
• Suppliers
Additional segment opportunities identified as;
• Timber
• Roofing
our vision
Goal 6 – To ensure the BMF is
financially viable and is not wholly
dependent on its assets
Criteria:
• To fulfil the mission of the BMF on at least
a break even basis, continually exploring
additional added value membership
services
Goal 3 – To agree and promote the
industry standard for Customer
Service, Responsible Purchasing,
Health & Safety, Training and
Educational Qualifications
Criteria:
• To develop policies on on-line sales and on
responsible purchasing
• Researching, publishing and promoting industry
standards
• To be recognised by our members as an authority
on these issues in the merchant sector
• The number of members/percentage of applicable
members that sign up to those voluntary codes of
practice which the BMF is looking to promote
Goal 4 – To be the leading body
in helping to attract and develop
talented people into the Merchant
Industry
Criteria:
• Increasing the number of all attendees on BMF
Training Courses, particularly Diploma candidates
• Increasing the number of Apprentices generally
and in the BMF scheme in particular
• Research on awareness of the Merchant Industry
vs other related industries
• Increasing the number of new people entering the
industry (especially women) via school/college
job fairs and via the BMF Youth Recruitment
campaign and Open days
Goal 5 – To establish the BMF as
the defacto industry reference
responsible for “professionalising”
the Industry
Criteria:
• Clarity of BMF Membership criteria
• The number of registered complaints and
comments about members received by
the BMF
• Trade customer survey to be sent out to
the BMF members’ customers
• Number of health & safety incidents /
accidents reported (RIDDOR)
• The number of BMF Members signing up
to the new BMF Customer Charter
2015
2016
2017
2018
Leveraging relationships within the sector to
enhance industry recognition, membership
growth and services
• Preparation of a detailed report on “The UK Merchant
Sector to 2020, Key Trends, Contributions and
Recommendations for Commercial Sustainability”
• Prepare a feasibility study for expansion into Southern Ireland
and involvement with Southern Irish Merchant Association
• What will the changes in supply chain/internet mean for the
Merchant Industry by 2020
• Commission research
• Hold supply chain forums
• Hold round table discussions with BMJ/BMN
• To compile a detailed Market report on the Merchant market
size and structure in conjunction with GFK and issue to trade
and national press
• To attract the fourth and final major multi branch
merchant group into membership
• Identify the key membership requirements and clarify what the
BMF offers for General Merchants and amend promotional
material accordingly
• Review BMF Membership categories
• To attract one major multi branch merchant group into
membership by the end of 2015
• Identify the key membership requirements and clarify what the
BMF offers for Plumbing & Heating
• Identify the key membership requirements and clarify what the
BMF offers for Suppliers
• Identify the key membership requirements and clarify
what the BMF offers for Roofing Merchants
• Clarify requirements and priorities for additional trade
partnership bodies
• Investigate partnership with NHBC
• Investigate partnerships with NGO’s e.g. WWF, Greenpeace,
Green Building Council
• Investigate partnerships with Customer trade bodies e.g.
Plasterers, electricians and plumbers
• Continued Partnership with BMTT for the provision of funds for
BMF training – On-going
• Continued partnership with Worshipful Company for charitable
work and donations – On-going
• Continued partnership with FEST & UFEMAT Representing
UK merchants’ interests – On-going
• Partner with SNIPEF for Improving long standing liaison
• Clarify requirements and priorities for each of the
core trade partnership bodies
• Partner with FMB for representing merchants’
customers
• Partner with TTF for timber related events
• Evaluation of how we maximise information via
existing resource
• Introduce Supplier, Finance and HR Forums
• Evaluation of how we get more engagement from
existing members with existing member services,
specifically training
• Capture information from Regional Managers via face to
face contacts with members and via new MMS system
Strategic
Themes
• To compile a detailed Market report on the Merchant
market size and structure in conjunction with GFK and
issue to trade and national press
• Launch new BMF Customer Charter outlining clear guidelines
to the Industry of what differentiates a BMF Member from a
non-Member
• Set out BMF Disputes Resolution Procedure outlining need
for Members to use their own disputes proceedures first
• Develop Awards to Trainees and Members
• Support Award Schemes of Partner trade bodies
• Review and evaluate BMF Industry Reference matrix by June
2015 and present at BMF All Industry Conference
• Identify the key membership requirements and clarify
what the BMF offers for Timber Merchants
• To attract 75% of the Merchant Industry (500
merchants) by 2017
• To attract 250 suppliers into membership by 2017
Key Action Points Key Action Points Key Action Points Key Action Points Key Action Points
• Partner with CPA (active partnership), for tapping into economic
and lobbying resource
• Partner with NMBS having dialogue/conversation as client/
member but no strategic partnership
• Partner with IOBM for a partnership in training, using IOBM logo
where applicable
• Partner with CBI and CITB
• Liase with CPA to leverage knowledge/expertise on key
trends within the Merchant Sector. Recruit an internal
additional resource
@Nick_Pauley

4. SOSTAC – Marketing Planning Framework
1. Situational Analysis
2. Objectives
3. Strategy4. Tactics
5. Actions
6. Control
@Nick_PauleySource: http://www.smartinsights.com/digital-marketing-strategy/sostac-model/

5. Research: Speak to Those Who Matter
Your Team Marketing Partners
Advocates
General Merchants Manufacturer/Supplier
Service providers
Prospects
Roofing or Timber
Merchants
In House & External Teams Members (Target Audience) Prospects
@Nick_Pauleyhttp://www.pauleycreative.co.uk/2016/02/how-building-product-manufacturers-can-create-strong-target-personas/

6. Research: Understand Your Marketing Challenges
• Website Not Fit for Purpose
• Old Systems (eg. Email & CMS)
• Low Visibility in Search
• Disjointed Customer Journey/Experience
• Promotion Training and Events
• New CRM
• Unclear Website Analytics
@Nick_Pauley

7. Research: Understand Your Customer Needs
Winning new business and
promote our services
Encourage merchants
to invest more effort in
using Omnichannel
marketing
Help us understand
the impact of digital
on our market
Lobby the government - for prompter payment legislation
and to revoke the CPC and EU driving rules for merchants that
multi drop deliveries
Staff – help with
recruiting and
training staff
@Nick_Pauley

8. Research – Is Your Site Working Hard Enough?
Poor user ExperiencePoor Search Visibility
No Data capture Great Content Hard to find
Website Analytics Not Set Up Correctly
Are Other Websites Ahead
Poor Technical Build
Some Content out of DateNo Automation
Old Systems & Technology
@Nick_Pauleyhttp://www.pauleycreative.co.uk/2014/12/5-simple-tactics-to-audit-the-success-of-your-construction-product-manufacturer-website/
Other ‘BMF’s’ in Search

9. Understand the Challenge = Better Solution
• Create More Value
• Help Develop Talent
• Promote the Industry
• Attract New Members
Winning new business and
promote our services
Staff – help with recruiting
and retaining staff
Training - help with training of
staff for the future. Specifically,
increasing management and
marketing training
Ease of Use
Visibility & Reach
Integration with CRM
Business Goals
Marketing Goals
Customer Needs
@Nick_Pauleyhttp://www.pauleycreative.co.uk/2014/10/stop-worrying-about-the-competition/
CHALLENGES
CHALLENGES

10. Recommendations: Based on Fact (not Fluff)
BMF
BMF HOME MEMBER SEARCH LOGIN/LOGOUT JOIN BMF
ABOUT BMF
PARTNERS
CREDENTIALS
POLICIES
CAREERS
VACANCY 1
VACANCY 2
OUR HISTORY
MEMBERSHIP
BECOME A MEMBER
BENEFITS
BENEFITS CALCULATOR
MEMBERSHIP TYPES
FOR MERCHANTS
FOR DISTRIBUTORS
FOR SUPPLIERS/MANUFACTURERS
FOR SERVICE PROVIDERS
WHAT OUR MEMBERS SAY
TRAINING
POPULAR COURSES
COURSE SEARCH
COURSE 1
COURSE 2
THANK YOU FOR BOOKING
EVENTS
FEATURED EVENTS
UPCOMING EVENTS
EVENT 1
EVENT 2
THANK YOU FOR BOOKING
RESOURCES
NEWS & EVENTS
NEWS
EVENTS
CAMPAIGNS
KNOWLEDGE BANK
HR
MARKET DATA
LEGISLATION
LEADERSHIP
PUBLIC AFFAIRS
CASE STUDIES
CASE STUDY 1
CASE STUDY 2
WHITEPAPERS
WHITEPAPER 1
WHITEPAPER 2
THANK YOU FOR DOWNLOADING
ROOM HIRE
CONTACT
THANK YOU
TS&CS PRIVACY POLICY
KEY
SEE SEPARATE SECTION
PAGE 1 / 2
1. New Site Map
2. Clear Wireframes & Tech Spec 3. Design/Layout/
Creative
@Nick_Pauleyhttp://www.riba-insight.com/monthlybriefing/16-06/how-to-create-the-perfect-sitemap-for-your-building-products-website.asp

11. Review: Data for foresight, not hindsight
@Nick_Pauley

12. Review: Measure What Matters
Market Data DownloadWhitepaper Download
Become a memberBlog Subscription
Policy Manifesto Download
Register for training
And/or events
Call Back RequestNewsletter sign-up
Training Brochure RequestWebsite Enquiry
@Nick_Pauleyhttp://www.pauleycreative.co.uk/2015/02/how-to-use-utm-tags-to-measure-construction-marketing-and-pr-activity/

13. The Plan – Remove Random Acts of Marketing…
Resources Training Info
Nurture
Follow Up
Sales Ready
CRM
Brochure Request
Event Booking
Subscription
Registration
Call Back Request
Ask A Question
Search/Links/PPC
Advertising
PR/Events
Email/Content
Social Sites
Microsites/Apps
Performance Tracking
@Nick_Pauleyhttp://www.pauleycreative.co.uk/2010/09/random-acts-of-marketing/

14. Review: Understanding What Works
Plan
Reach
Act
Convert
Advocacy
Search, Web, email,
Social, Shows
Case studies, Webinars,
Whitepapers
Pass to Sales
Service
Review,Refine&Repeat
Plan
Buyer stage:
Membership/Training/Events
Buyer Stage:
Research/contemplating
Buyer Stage:
Planning/Decisions
Buyer Stage: Advocacy
£
£
£
What Works What doesn’t
@Nick_Pauley

15. Thank You for Listening…
Latest eBook- http://www.pauleycreative.co.uk/PPC
http://www.pauleycreative.co.uk/blog/
Please come and grab a postcard…