Mark AdamsConstruction business, even on a small scale, involves a variety of work including a bulk of legal proceedings, getting a lot of paperwork done, managing a large number of subordinates and also dealing with purchasing of tons of raw materials that too often with fluctuating costs, getting projects set-up probably the list is long. All these works leaves little or no time for planning marketing strategies.
Getting ideas about the new market for the construction company is useless if the company is unaware of the market’s weakness. Understanding the different needs of a customer is crucial for a construction company. You can implement your marketing strategy according to your customers’ needs.
An online marketing campaign needs to be thought of in terms of its contribution to your sales and profitability needs. When you are ready to launch a marketing campaign, start by getting a list of the competition. This can be through an online search or by getting in touch with the companies and understanding what they are doing.
Marketing an office building is much like marketing any other product, which is to get in touch with the right people who will provide you with the best service possible. Even a small office building requires the need for services like new business cards, leases, renewals, etc. You need to have the necessary contacts to be able to do this.
Effective strategies for getting the best out of your advertising expenditures happen when you decide on the amount of money you are willing to spend. To find the right advertising medium for your target group, all you need to do is to get a list of places which your target market would be likely to visit. Contact these places and ask them to keep you informed about their advertising company choices and the kind of advertising material that they carry.
Marketing can be defined as the process of creating awareness in the minds of the customers about the products of an organization by means of the communication media which is used for this purpose. The most important objectives of the construction company should be to advertise its products and service to build and maintain its brand reputation.
According to the different types of marketing strategies, marketing mix can be divided into five categories which are: Product, Price, Place, Promotion and Place.
Prospects will seize upon an offer if they consider it responsible and beneficial. You, as a major construction company, must ensure that your offer is choice inducing .
In order to give your free classified ads a headstart, you must hire three successful people to advertise this offer for you. Having three effective flyers helps to create the necessary enthusiasm among prospects.
After the information has been distributed to your prospect list, follow up by sending emails to your existing prospects to confirm their already acquired information.
To motivate your prospects to grasp an offer, you must provide positive reinforcement by telling them that they will be better off with your product or services. “We have the best prices than others and we will prove this.”
Your main goal is to encourage the Prospect to buy what you are offering. To do this, you must use the powerful Sales Funnel. Promotion or advertising spending is the major benefit that has to be generated through creating awareness among your prospects.
Brand is a word that is used to describe a company or product that has a particular identity. Branding is the process of building and establishing the identity of a brand in the mind of your target group or customers. For a construction company, it would be essential for it to build a brand attitude.
The construction market is a vast market with a huge population. A construction company should always aim for a large market-share.
Building a brand value is must. Effective branding is a great tool. You need to stay focused on your potential customers and also on your existing customers.
There are various Marketing channels you can use to market your products and services to your target group.
Selling your products and services through all possible methods is essential, but, is a non-linear process. Target group characteristics will directly affect the channels in which you should be operating. It isn’t difficult to get through all these marketing channels. You can have the company buy the legal right to place its flyers on different retail locations. You can also provide your flyers at the right places like doctor, dentist, shampoo and beauty salons, sports clubs for kids and teens, peoples function place, etc.
The construction company should try to take advantage of all of these.
When all posts have been prepared and placed at the retail places, the company must make a list of customers, spouses, relatives, friends, associates, acquaintances, etc. and target them as prospect. The company should have the targeted prospects hand to hand by following up the mailing of coupons, business cards, flyers and other ways of advertising, etc.
Presenting a company to the target prospective customers must be done in several ways: business meetings, sales calls, telemarketing, mail, leaflets, sponsorials, etc.
The construction company must advertise its brand on all possible possible ways. This way the company can retain its customers as well as attract new ones.
Product variety is essential as well. By allocating a larger amount of money on installing a marketing ‘Mix’, you can present a costing structure that includes price and product. You can set up an ad campaign to indicate price for the product. This way the customer can automatically get an idea of the prices.
Various remarkable advertising channels have been introduced before this. Using these, a construction company can form an excellent campaign to build its brand name in the mind of the customer.
Advertising is an essential and integral part that help to build the image of an organization in the minds of its customers, who believe that whatever the company offers, it will surely be the best in the market. Advertise the product information as well as the company name and the types of the services it offers.
The construction company can easily achieve a successful marketing strategy by a well-directed advertising campaign that will be able to create a customer confidence in the products and services of the company.
Marketing strategies rely upon communication tools, which are devices that can be used to distribute awareness of the brand.
By advertising your product or services, you help in building and maintaining distinct brand awareness. The construction company involves the general public and the investors in the same way that business organizations do.
The construction industry involves setting up of new facilities. In this activity, the company should consider the establishing of its brand in the minds of the potential customers. This involves the repair and maintenance of existing facilities. All these facilities need to be extremely marketable. You can make them marketable by introducing their reputation and reliability to the world.
Setting up an effective advertising campaign should be done through a well-planned and well-coordinated system. The company must have a number of ways and direct the target group to the company’s offer.
When the campaign has been launched, the company must put 75% of the budget and spend fewer dollars on the campaign. The budget should be eaily recouped within six months.
Career opportunities in this field are unlimited. You can work as a sales person with a construction company or a marketing manager.
Your main goal should be to offer the best possible services for the best possible price. Aside from having a competitive product, you must also be responsive to the needs of the customers and meet all their needs.
You must advertise for a sales professional with the best available sales skills. The on-line sales field offers limitless opportunity.
We shall end this chapter by saying that any construction company should ensure that it uses all available marketing tools to attract the customers and retain them in its list.
Marketing Plans
When setting up the marketing plan for a construction company, it becomes important to consider the factors that could affect the marketing, such as its competitors, the market, the location and the technical aspects of the project and which of those are the most important.
The market is very dynamic and changes every day. So, it is very important for the construction company to remain flexible and to keep changing its marketing plans to meet the changing condition of the market, not only the marketing of its products and services.
Every construction company needs to have a marketing plan, which it can use for directing communication and the sales promotion plan.
To understand the importance of having a marketing plan, let us consider the following example. Let us say that there is a construction company whose market is very volatile. The market changes very quickly. So, it is very important for the construction company to have a clear marketing strategy in mind and be ready to follow it.
Consider the following example:
Say, for example, that the construction company is planning to construct a apartment building of 200 units. The construction company needs an experienced salesperson. So, assembling a good team is essential.
All the team members should be experienced salespeople. Having a team with different skills is essential. However, this does not mean that the construction company must get a salesperson with different skills. This does not help the company to be flexible and adapt to the way the market changes.
Every construction company needs to have a marketing plan.
The company needs to use all possible marketing strategies to properly utilize its resources and continue growing, while holding on to all its clients.
Having a good marketing plan provides the company with a well thought strategy and a set of guidelines to help the company run an effective sales promotions. The plan gives other people a plan to follow and also help in determining a structure workable for the company.
With a well-designed marketing plan, it is easy to introduce new products or new services or market to different segments.
The marketing plan of the company should be highly cohesive. This means that the marketing plans must be in such sync that they work together.
A sales manager must not be the best person to prepare this type of marketing plan.
The main goal that any construction company must focus on is to use the power of the Internet. The speed of information today is very fast. It is quite easy to have a website in less than a month. It becomes even easier to have a mobile website, so the company has to be prepared for this change.
When there is a need for changes in the marketing plan of the construction company, it becomes very important to maintain the plans and keep their relevance.
The marketing plan is very good for the construction company outlining different goals, clear marketing objectives and the means to accomplish the objectives. It is also extremely useful in the organization of the sales promotion.
Before the plan is implemented, it is important to understand the goals of the company. The goals can be divided into three types:
Financial goals: these are the goals that the company must try to meet. For example, the construction company wants to increase its sales to 2000 units.
social and cultural goals: these are the goals that the company has to meet to have a good reputable image among the general public. For example, the construction company wants to be known as a company with good ethics, solid skills and good reputation among the general public.
customer or client goals: these objectives are for the account of the customers. For example, the construction company wants to have all clients to be satisfied with the services it will provide to its clients and the construction will confirm this in the future.
Marketing plans include all the company’s plans and are paramount.
To audit the construction company’s marketing plan, it is important for the company to first understand all the areas it can use to promote its product and services.
Internet marketing is the best method to reach the customers directly. Use the good creative work, which presents the customer with the quality warranty of the company, the low interest rates and the similar features that all the company provides, which he or she will surely find very interesting.
The construction company must have a precise idea of the possible clients that it wants to target for selling its products and services.
Offer a good period for back-up and service. The construction company must provide a guarantee for keeping the customers satisfied.
The construction company should have a good website and generate a good reputation in the market. It should be trustworthy and professional.
