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    Construction Marketing Ideas: Electronic Edition Vol. 1 -- The Fundamental Concepts
    Construction Marketing Ideas: Electronic Edition Vol. 1 -- The Fundamental Concepts
    Construction Marketing Ideas: Electronic Edition Vol. 1 -- The Fundamental Concepts
    Ebook158 pages1 hour

    Construction Marketing Ideas: Electronic Edition Vol. 1 -- The Fundamental Concepts

    By Mark Buckshon

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    About this ebook

    Learn the basic guidelines for effective marketing for architectural, engineering or construction-related businesses. You will discover the true meaning of the word "brand" and why successful marketing is much more about your client relationships/experience than advertising. This volume will give you a solid grounding on the basics of effective marketing for your business.

    LanguageEnglish
    PublisherMark Buckshon
    Release dateSep 19, 2010
    ISBN9780981081625
    Construction Marketing Ideas: Electronic Edition Vol. 1 -- The Fundamental Concepts

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      Book preview

      Construction Marketing Ideas - Mark Buckshon

      Construction Marketing Ideas Volume 1—Electronic Edition

      The fundamental concepts

      By Mark Buckshon

      Smashwords Edition Copyright ©2010.2015 by Mark Buckshon

      This ebook is licensed for your personal enjoyment only. This ebook may not be resold or given away to other people. If you would like to share this book with another person, please purchase an additional copy for each person you share it with. If you're reading this book and did not purchase it, or it was not purchased for your use only, then please return to Smashwords.com and purchase your own copy. Thank you for respecting the work of this author.

      Asset Beam Publishing Ltd., Ottawa, Canada

      Copyright (c) 2010.2015 by Asset Beam Publishing Ltd, 1554 Carling Ave., Suite 57, Ottawa, Ontario, Canada, K1Z 7M4. All rights reserved.

      Except as permitted under applicable copyright legislation, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the publisher’s prior written permission.

      ISBN 978-0-9810816-2-5

      For additional information, visit http://www.constructionmarketingideas.com

      Acknowledgements

      Years ago, I discovered I could write quickly and innovatively, though the learning process did not occur instantly: I struggled as patient editors at The Ubyssey, the student newspaper at the University of British Columbia in Vancouver, showed me the basics of the inverted pyramid and journalistic writing.

      These skills have served me well through my lifetime, as I graduated from journalism to public relations and finally, entrepreneurship, and my career as a publisher.

      However, one goal has remained elusive: Writing a full-scale and comprehensive book. It is one thing to put together a brief news story, or even a thoroughly researched magazine article, but it is quite another to write hundreds of pages over months of time and research.

      Writing coach Cindy Shearer helped me get started in framing my thoughts. I also received invaluable guidance from friends I have connected with through the Society for Marketing Professional Services (SMPSS), including Tim Klabunde, Matt Handal, Mel Lester and Ford Harding, along with former SMPS Marketer editor Randy Pollock.

      As well, several people have contributed worthy insights and suggestions through the Construction Marketing Ideas blog including the late Sonny Lykos, and Leonard Megliola, and several regular contributors to the Remodel Crazy and Contractor Talk forums. Designer Raymond Levielle helped shape the book into the form you are reading.

      My biggest debt of gratitude, however, is to my wife Vivian. She braved her way through early drafts, pointing out glaring weaknesses in the writing and suggested major changes. However, in the end, she asked me to take responsibility for my own writing, so what you are seeing here is my work; it will be mine to correct.

      Update: January 2015

      This version of the book has included several revisions to reflect changes in the past five years. Most of the core concepts here remain unchanged, however. I wish to thank the readers of the first version for their input and suggestions for improvements. You can communicate with me directly at buckshon@constructionmarketingideas.com.

      Construction Marketing Ideas - updated

      Since my business, after all, is publishing, I decided to publish this book under the imprint of one of the Construction News and Report Group of Companies, using Lightning Source (www.lightningsource.com) as the printer for the printed edition.

      This version of the book has included several revisions to reflect changes in the past five years. Most of the core concepts here remain unchanged, however. I wish to thank the readers of the first version for their input and suggestions for improvements. You can communicate with me directly at buckshon@constructionmarketingideas.com.

      Ottawa, Ontario, January 31, 2015

      Chapter 1 – Introduction 

      The secrets to successful construction marketing in both good and hard times

      Every day, in good times and hard, your architectural, engineering or construction business encounters a fundamental challenge:  How can you serve enough of the right clients, effectively, to ensure your profitability and success? 

      Your response, Market your business wisely, takes you down two paths. You could say I agree, but how? If you are less familiar with marketing, you may simply ask: Why? 

      You are responding correctly either way.  

      Regardless of your answer, you can achieve construction marketing success with some simple changes in how you conduct your business. These improvements won't cost you much money, if any, and you'll enjoy your business more. The secret to marketing success is effective branding, and this success comes from providing great service to your current clients and doing what you enjoy. In other words, you will have fun.

      You don't need to be a great marketer to succeed in marketing construction services

      You don't need to be great at marketing to achieve truly impressive results. Construction industry marketing is a new discipline. The primary association dedicated to architectural, engineering and construction (AEC) marketing, The Society for Marketing Professional Services (SMPS), less than four decades old, born in 1973 at an American Institute of Architects conference. (Now the association has more than 6,500 members with chapters in most major U.S. cities and in Toronto, Canada.)

      The newness of marketing for the construction community means that competitive barriers to entry and success in marketing are not as great as for most other industries, which have amassed many years of expertise and research. In fact, you simply need to adapt some techniques long proven in other industries to your business or career, and you will both succeed and stand out from the crowd. In the construction industry, a little marketing knowledge will take you a long way. This book will give you the insights you need to succeed, and warn you of a few pitfalls and dangers along the way.

      What branding is, and why it is important

      Few contractors, engineers or architects think about branding. Branding for most of us is an arcane concept, more appropriate to consumer products like Coca-Cola, or big businesses with huge advertising budgets like American Express. When you think about branding, you might also be thinking:  Will spending time on getting my business logo right really do me any good, and does advertising actually work in this industry? you are right to be

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