{"id":26644,"date":"2019-10-24T19:23:14","date_gmt":"2019-10-24T19:23:14","guid":{"rendered":"https:\/\/www.conachmarketing.com\/?p=26644"},"modified":"2019-10-24T19:23:21","modified_gmt":"2019-10-24T19:23:21","slug":"construction-marketing-communication","status":"publish","type":"post","link":"https:\/\/www.conachmarketing.com\/index.php\/2019\/10\/24\/construction-marketing-communication\/","title":{"rendered":"Have you engaged in integrated construction marketing communication?"},"content":{"rendered":"\n

In my blogs, I often stress the need for integrated marketing communication or IMC. Generally, this practice involves your marketing strategy, lead generation campaign, and sales program. You must integrate all three of these elements of business growth for them to be truly effective. However, in this blog, I\u2019m taking this concept of integration a bit deeper. Your marketing needs to be integrated throughout your company for it to connect with customers, both current and potential. Now let\u2019s look at integrated construction marketing<\/a> communication or ICMC and its value to your business.<\/p>\n\n\n\n

Integrated construction marketing communication and your team\u00a0<\/strong><\/h3>\n\n\n\n

Implementing ICMC is essential\nto creating a brand. However, it\u2019s not just through your sales and marketing\nprogram. First, they must understand who you are as a company. In other words,\nyour brand. If your staff and crew aren\u2019t representing your brand, you are\nfighting an uphill battle. <\/p>\n\n\n\n

How ICMC works with your team<\/strong><\/h4>\n\n\n\n

For example, I was on the job\nsite of a client, and I overheard a site supervisor telling a worker to redo a\nwindow they were putting in place. When the worker protested that it was on\nslightly off, the supervisor quoted the company slogan to show that somewhat\noff wasn\u2019t good enough to meet the company standards. By informing the\nsupervisor of the company brand, it carried through to the quality put into the\nwork. When your integrated construction marketing communication reinforces your\nbrand, your employees will carry it through to exceptional service,\ncraftsmanship, and customer support. <\/p>\n\n\n\n

ICMC and customers<\/strong><\/h3>\n\n\n\n

Often, an owner assumes that customers are aware of everything the company provides. This assumption can be costly. The reason is because without regular contact with customers, they can\u2019t know about the new services you may offer. This lack of communication results in less repeat business.<\/p>\n\n\n\n

How ICMC works with customers<\/strong><\/h4>\n\n\n\n

When a construction marketing client of mine purchased a laser screed for concrete work, they needed to recoup the expense. With a campaign to promote the new service to customers, the client secured projects to help defray the cost. Additionally, the campaign expanded to offer the service to other contractors to become another profit center.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

ICMC with your partners and vendors<\/strong><\/h3>\n\n\n\n

Excluding this group from your integrated construction marketing communication, means they can\u2019t refer your new services or help the build your brand. When you make use of this network, sales grow.<\/p>\n\n\n\n

How ICMC works with partners\nand vendors<\/strong> <\/h4>\n\n\n\n

Your strategic partners and\nvendors have customers and connections you may not. Consequently, they can be a\ncheerleader for your company. However, you need to educate them about your\nbrand to ensure they are spreading the correct cheer. This tactic will enhance\nyour brand and sales.<\/p>\n\n\n\n

Integrated construction marketing communication and prospects<\/strong><\/h3>\n\n\n\n

It should be obvious why\npotential customers need to be part of your ICMC plan. After all, it is the\nprimary reason you implement an integrated construction marketing\ncommunication. <\/p>\n\n\n\n

How ICMC works with your\ncustomers<\/strong><\/h4>\n\n\n\n

From lead generation to awarded projects, your brand and the message it sends give prospects reasons to contact and choose your services. When you do not engage in integrated construction marketing communication, you are not differentiating from competitors and placing your company at a disadvantage. This fact is especially relevant when the price is a critical factor, as it often is in construction projects.<\/p>\n\n\n\n

How to implement an ICMC plan<\/strong><\/h3>\n\n\n\n

There are many reasons an\nintegrated construction marketing communication program is vital to the success\nof your company. Repeat business, referrals, and new projects all contribute to\ngrowing your sales. In addition, these activities also build your brand and\nreputation. But one plan will not work for all your targets. You need to\nconsider potential customers in all your lead generation and sales channels to\nmake the most impact. These strategies include prospecting, networking, social\nmedia, the Internet, and traditional forms of advertising. However, you can use\nless costly means to reach your team, customers, strategic partners, and\nvendors. Develop an internal newsletter that focuses on what is happening in\nyour company, such as new equipment, staff, or projects to keep this group\ninformed. Social media is also a cost-effective way to communicate news to this\ngroup.<\/p>\n\n\n\n

About the Author<\/strong><\/h5>\n\n\n\n

Paul Kowalski (or Pappy as he is\ncalled around the office) spent over two decades working at other agencies\nbefore opening Conach Marketing Group in 2008. The early part of his career was\nworking with Fortune 500 clients at different agencies. However, working with\nsmaller clients was his preference. This choice was because of the impact on a\nclient’s business growth and forming closer, personal relationships.<\/p>\n\n\n\n

About Conach<\/strong><\/h5>\n\n\n\n

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<\/a>, financial marketing<\/a>, and industrial marketing<\/a>. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.<\/p>\n\n\n\n

For more information, visit conachmarketing.com<\/a> or contact us<\/a> or call 989.401.3202.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

In my blogs, I often stress the need for integrated marketing communication or IMC. Generally, this practice involves your marketing strategy, lead generation campaign, and sales program. You must integrate all three of these elements of business growth for them to be truly effective. 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