Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Competitive Advantage, profile picture
Uploaded byCompetitive Advantage
PPTX, PDF2,133 views

Marketing in construction developing specification for construction products

The document outlines strategies for construction product manufacturers to effectively engage architects and contractors, emphasizing the importance of tailored promotional materials and CPD seminars. It highlights the challenges faced by specifiers and suggests building long-term relationships with key clients through effective communication and understanding their business needs. Market research and strategy development services are offered to assist in improving sales and marketing efforts within the construction industry.

Marketing◦
Downloaded 31 times
01252 378053 talk@cadvantage.co.uk Must have reference slides for preparing your strategy for construction products #SpecStrategy www.cadvantage.co.uk @CompetitiveA
EVALUATE • Successful projects won • Architects specifying • Contractors purchasing WHY WAS YOUR PRODUCT USED? Promotional material available: • Website • Samples • Standard Specifications • Case Studies • Technical seminars (CPD) • Technical literature • Articles WHAT IMPROVEMENTS COULD BE MADE? IDENTIFY • Target sectors • Specifiers • Influencers • Contractors REVIEW Promotional material available: • Website • Samples • Standard Specifications • Case Studies • Technical seminars (CPD) • Technical literature • Articles WHAT IMPROVEMENTS COULD BE MADE? Research is key to developing strategy based on real market evidence. Consider working with specialist consultants to develop your sales and marketing strategy, utilising their expertise. IMPLEMENT Updates to • Marketing material • Standard Specifications • Case Studies • Technical seminars (CPD) • Blog Articles SALES PROMOTION Develop target accounts •Telemarketing •Sales visits •CPD Seminars Developing a Specification Strategy – at a glance www.cadvantage.co.uk @CompetitiveA
www.cadvantage.co.uk @CompetitiveA The Architect 7 years of study to qualify as an architect, and then to remain chartered architects must complete 35 hours of Continual Professional Development (CPD) a year. 75% of registered architects are male, 25% female. Approximately 80% of Architectural firms have fewer than 10 staff. Therefore architects are time poor and consequently hard to get hold of. The architecture profession is a creative one, with its history in the arts and renaissance. The architect seeks to achieve design that is solid, useful and beautiful.
www.cadvantage.co.uk @CompetitiveA What construction product manufacturers can do A good approach to opening doors is to use CPD seminars. These should be well written and presented without an overt sales pitch. Case studies published in trade and technical magazines are a good means of creating awareness and interest. Provision of BIM objects - suggested benefits include a quicker understanding by the architect about how the product works. Provide pre-written specification documents, to make it easy to specify your product. Provide great easy to access technical advice on your company website List your product in the leading construction product directories. Provide product samples Provide a customer focussed technical helpdesk
www.cadvantage.co.uk @CompetitiveA The Main Contractor The total revenue of the UK’s 100 largest Contractors has risen by 6.6 per cent to reach £64.40bn. (Source CN100) There are now more firms with a turnover of £1bn than at any time since the recession. The top 10 alone account for £30.65bn of turnover – representing nearly half (48 per cent) of the entire top 100’s revenue (Source CN100) The Main Contractor is responsible for the day-to-day oversight of a construction site, management of vendors and trades, and the communication of information to all involved parties throughout the course of a building project. The Construction News website is the most popular for industry news and opinion, the IHS website for product ideas. (Source: The Construction Media Index) Design and Build Contracting, PFI and BIM mean the Contractor has more involvement in Design, and therefore product selection.
www.cadvantage.co.uk @CompetitiveA What construction product manufacturers can do Case studies published in trade and technical magazines are a good means of creating awareness and interest. Provision of BIM content Provide great easy to access technical advice on your company website Provide a customer focussed technical helpdesk Comprehensive installation guidance or training Guaranteed availability
www.cadvantage.co.uk @CompetitiveA Main challenges facing the specifier: Architect CivilEngineerConstruction Client FacilitiesM anager InteriorDesigner M &E EngineerM ain Contractor PublicSectorConstruction Client QuantitySurveyor SpecialistSub-Contractor Achieving cost efficiencies in the supply chain X Meeting project schedules X Build quality X X Building productivity X Building Regulations and legislation X X Client management X X Contract terms / penalties X Correct installation and use X Digitisation of construction - BIM X X X X X X X X X X Effective Specification X X X Futureproof designs X Health and safety X Health & Wellbeing - WELL Building Standard X X X Interior performance and occupier experience X Main Contractor relationship / Client relationship X Managing relationships with suppliers and clients X Meeting client needs X X Meeting public needs X On site efficiencies X Operational efficiencies X Optimising in-use performance to budget X Procurement / legal frameworks X Procurement / Supply chain X X Product availability X Product research X X X Quantity / stock monitoring X Remaining profitable X Safeguarding design X Spatial design X Sustainability - BREEAM X X X X Time management X Verification of product performance X
www.cadvantage.co.uk @CompetitiveA Communicating across the construction supply chain
www.cadvantage.co.uk @CompetitiveA Step One: Identify clients who have the potential to use large volumes of your product Key Account Management – key steps Build profiles of key contacts Seek to develop long term relationships Relationships = specifications Relationships = project feedback Relationships = Trusted Advisor Trusted Advisor = repeat business • Target market sectors • Legislation • Influencers • Design team members Consider research to fill in the gaps in your knowledge. Step Two: Learn more about your clients business and the environment they work in Step Three; Understand how you can help take cost out • New supply arrangements • Offering them re- engineered or even new products • Suggest new ways that they can work using your product Think outside the box when developing strategies.
www.cadvantage.co.uk @CompetitiveA What we do Market research Specification strategy development Sales & marketing training Specific to the construction industry If you have a requirement for market research, training or would like help with your specification strategy development we would welcome the opportunity to discuss this with you. Contact us: talk@cadvantage.co.uk 01252 378053