Over the last 10 years I have worked right across the board within construction marketing for multi-discipline practices in London to specialist firms selling products alongside their services out of an old cow barn. The set up meeting has always been revealing regarding the client’s understanding of marketing. I have often asked myself the question, ‘Do construction companies understand what marketing is really about?’
Yes, they understand the need for more work coming through the doors, for without that flow there would be no business. They perceive me to be the marketing manager or business development guy who has the answers. But, there are those who do not understand the marketing process. Peter Drucker defines marketing as, “…your whole business as seen from the customer’s point of view.” This is why I have had to re-evaluate my own business objectives to include education and serving! And in all honesty I am not equipped to build a school, work out structural calculations or carry out a fire risk assessment. So, if one of my objectives is to educate then it goes without saying that this process will take time and effort.
I recently read an article asking another challenging question. ‘Is the construction industry ready for Social Media Marketing?’ In spite of the enormous value of this revolution I have to conclude it is not ready! However, my colleagues and peers out there who are faithfully educating, encouraging and practising the value of SMM are starting to make a difference. However, it will be New Tools for A New Day
I have been laughed at for being a Twitterer because that platform is about people telling others they are sitting in a cafe drinking a cappuccino or other such trivia! Or so they think. This has been the opportunity to convince them that in fact this 140 character tool has been amazingly helpful for ‘networking’ and listening to hundreds of other like minded people talk about mutual interests – including construction. Every company needs an on line presence like Twitter because it currently has over 500 million users (February 2013). So, the challenges are before us and as Dale Carnegie said,
“Dealing with people is probably the biggest problem you face, especially if you are in business.” Yes, and that is also true if you are a housewife, architect or engineer.