Construction marketing diversification tools
One of the main goals of our construction clients is to break into new markets. This task can be challenging if the client hasn’t any experience in the new market. However, it can be accomplished if you have the right plan and tools in place. Fortunately, Conach has extensive experience in helping construction clients expand their customer base. Let’s look at the tools you need to develop for successful construction marketing diversification.
Most contracting clients readily admit that their people are the greatest strength. When targeting businesses and organizations where your track record is nonexistent, highlight your team’s expertise in construction. While it might not be in the particular sector, years of experience or education can help to prove your staff and crews’ capability in your construction marketing diversification efforts.
Every capable builder I have worked with follows a process. By presenting the details of your construction phases, you demonstrate your knowledge, while highlighting your services. Because of this technique in construction marketing diversification, you alleviate concerns over your ability to meet the project’s requirements.
In your construction marketing diversification strategy, promote your in-house specialty services. These abilities could be delivery methods or custom cabinetry and laser screed flatwork. This tactic can move focus to your skillset and away from a lack of experience in a sector.
While it might seem contradictory to use your past projects, not in the target sectors, there could still be a message to use. For instance, if you work with customers in similar markets, these could align with the new market. After all, the process with a non-profit organization is close to a church. If you build physician offices, you could relate that experience to a dentist. Remember, in construction marketing diversification; you need a range of tools at your disposal.
The construction marketing supplier
Finally, you need a partner that has experience in construction marketing diversification. This source could be an agency such as Conach or a new hire with a background in the new market. A pivotal point to consider is that a knowledge of the market is only the first factor. Your partner in construction marketing diversification needs to know the marketing tactics to break into new markets. For example, after working with a Rhode Island builder for several years, they decided to expand into the church construction market. You guessed it – they never built a church before. However, because of our experience in working in the religion sector with other clients, we could help. After creating and launching the church construction campaign, the client landed two church projects.
The construction marketing diversification plan
Now that you know the tools you need to develop, here’s how you pull them together for your construction marketing diversification toolbox. First of all, create the messages for each, then utilize them in various sales collateral. For example, team profiles highlight your team. Next, detailed descriptions or a graphic showing your process can be used on your website and during presentations. This material should emphasize construction phases from pre-construction through closeout. Individual service sheets will explain what you offer while calling attention to your expertise. Lastly, project sheets focusing on similar markets help you connect your background with the new potential customer. When you develop these tools, your construction marketing diversification plan as a better chance of success.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.