Don’t conduct copycat construction marketing
In the 25+ years, I have worked with construction clients, I have had to help several avoid the misstep of copycat construction marketing. Understandably, emulating a successful competitor seems like a surefire marketing tactic, but it is not. While it’s true that all contractors build, you need to promote what makes your company unique. Without this differentiation, why should you be awarded a bid over the competitor you’re mirroring. Here are some copycat pitfalls to avoid.
Having worked with some well-known builders, I have seen how competitors played off a recognizable brand. In fact, I have seen new contractors basically use a slight variation of a successful company. Of course, this goes against the basic marketing principle of creating a unique brand that separates you from competitors. Copycat construction marketing, when developing your brand, has the opposite effect.
You know I’m a bear for developing strong marketing messages if you’ve read my blogs. Obviously, you can’t have powerful messaging that sways prospects to your company if you engage in copycat construction marketing. Instead, do the work to develop the messaging that promotes your strengths, advantages, and how you work with owners.
Lead generation and sales
In copycat construction marketing, you might think you are following a path to success. However, it can have reverse results. When your advertising and sales material are hard to distinguish from competitors, they can be mistaken for the competition you’re copying. Consequently, you are enhancing the competitor’s brand while weakening yours. Also, if both you and the copied competitor are presenting to the same potential customer, it will be painfully obvious you’re trying to steal the established company’s thunder.
Copycat construction marketing is poor man’s marketing
It takes little effort to borrow another company’s brand and message when you should be creating distinct marketing elements. And the dangers are evident. First, you fail to build your brand while potentially strengthening the competitor. Because you follow instead of lead, you must rely on winning bids by price rather than value. Finally, it weakens pride in the company from top management.
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.