construction marketing program

Construction marketing program is NOT just a project

Essential projects in a construction marketing program, a brochure, or a website are only parts of the plan. A marketing program needs to consist of strategy, branding, awareness building, lead generation, and sales material. However, while these parts might combine to make the components of a total program, it is the way you use them that matters.


Beware construction marketing program compliance

In life, attaining contentment is a good goal. Not so much as a construction provider. Yearly sales never stay the same, no matter how happy you are. New competitors come into the market, or current ones become more aggressive, which affects your sales. Even to maintain sales you need a proactive program to overcome changes in the industry or market.


Frequency is an essential part of marketing

A single advertisement, postcard, or networking event won’t maintain market awareness or drive leads. In a construction marketing program, a sales funnel fills over time. Frequency is critical to potential customers knowing and remembering your company when they need your services.


An effective construction marketing program is proactive

A proactive campaign doesn’t relate to just lead generation. It should include proactively reviewing strategy, KPIs, and marketing material. A proactive approach will keep you on track to reach goals by adjusting tactics. Additionally, marketing material must be updated, or new pieces created to keep it current.


Don’t forget internal communication

Your construction marketing program will be far more effective if you build messages around what the sales team learns from customers and leads. This approach allows you to focus on messages that connect with prospects, provide answers to concerns, and address any objections. Also, be sure not just your sales team is aware of your marketing messages. Educating your staff and crews on what sales and marketing promote to the market means it will carry through to operations, service, and support.



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.

About Conach

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 marketingfinancial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.

For more information, visit or contact us or call 989.401.3202.


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