Marketing for the Construction Industry

Written by George Compton and Paul Cunningham.

This article was originally published in the June/July 2011 Foundation Drilling Magazine, the Magazine of ADSC: The International Association of Drilled Shaft Contractors. Reprinted with permission.

• Involve everyone in your organization
• Assemble the skill sets to market on your own
• Think about getting some help for that extra push from a professional

Imagine a typical construction firm, with no Marketing Department, no Director of Marketing, and little marketing effort except what the principals and a few key individuals can muster when time permits.

Some construction firms have the luxury of dedicated marketing and business development departments. Many organizations get by with cooperative efforts by talented individuals who have developed skills outside their specialties. It is these skills which contribute towards the marketing of the company’s expertise and professionalism.

Everyone can contribute to the marketing of the organization!

Project superintendents, for example, often serve as ‘ambassadors’ to the communities they work in. A superintendent whose highway project, runs alongside a neighborhood with a extremely active group of 'sidewalk superintendents' may use his public relation skills as frequently as his construction skills. Adjacent neighbors and curious bystanders can often be counted on to oversee the project from their side of the fence. The superintendent should plan on spending a fair amount of time talking with and answering questions, politely running interference so the task at hand; 'on time and under budget' can be accomplished.

“Good Morning, this is ABC Construction Company, How may I help you?”, a positive, professional receptionist is the first person many of 'Joe Publics' the people on the other side of the phone are introduced to within the organization. This person is the voice of the company. Customers prefer a pleasant, professional, helpful, voice on the other end of the phone. We all know that trying to undo a poor first impression of your business is no way to start a successful relationship.

Do you have an Accounts Payable specialist who is paying untold invoices each day only to be interrupted to field phone calls from vendors looking for payments? These vendor phone calls seldom arrive at a convenient time: nonetheless courtesy and professionalism with a measure of patience may often be required to insure the organization is reflected in a positive light.

Consider the Accounts Receivable specialist collecting from your customers, walking the fine line between “Give me the $#@% Money’ and ‘We look forward to working with you again!” These vital individuals represent the company on a daily basis. AR Specialists contribute best by developing positive relationships with their counterparts at the company’s customers. Construction is a relationship based business, positive relationships result in positive results across the board, and especially while trying to collect money!

Are the following quotes commonly heard around your office: “Do you have any current photos we can use?”, “How about a little background on the workers performing the work?”, or “What are the specifics of the project itself?”

The jobsite is a great photography location with great characters, intense action, massive elements and dramatic angles. The Engineer, taking progress photos, week in and week out, is measuring and reporting the project progress. A site visit can mean 50 to 100 photos just to measure the work. Progress photos have a practical use internally, but can also illustrate the essence of what is possible to a prospective audience. If you are going to take photos you may as well take good ones.

A financial analyst, who is talented not only with spreadsheets and the accounting platform, may also enjoy the opportunity to acquire desktop publishing and presentation software expertise.

What about the IT person, no doubt proficient with systems software, but perhaps Social Media as well? Becoming aware and proficient in the flourishing Social Media environment of today will provide a significant boost too your companies communication and marketing efforts.

Need data to fuel your marketing communications outreach? Start reading in reverse. (The IT Guy, The Analyst, The Engineer…)

Our competition exhibits, publishes, advertises… Why not us?

Is it fair asking your receptionist, superintendents, accounting staff and your technical people to contribute to the marketing process through these indirect roles? Is it good business to know that they in their daily duties are working towards marketing the company?
You bet.

In a small company a few talented people who can take the photos, write the text, arrange the layout and design while also interfacing with the associations, editors, advertising departments, et al. may successfully market their organization. Hundreds of construction companies rely on such a process. This formula of finding talents, combining skill sets and taking advantage of opportunities can present your organization with the means and a method to delivering your message.

The assets you require to market your company may be closer than you think.

Currently doing your marketing in house but considering a little extra to get your message out?

Everyone within your organization has something to offer the marketing process, and take some ownership of the responsibility. If you are fortunate enough to have someone working on marketing in house, they need you as much as you need them, possibly more. Corporate marketers may be expert in navigating the channels of communications, reaching the right market, design, art direction, or in capturing the essence of the message, but do they know construction? Have they ever worked on a three year project calling a 10' x 36' office trailer home for 12 hour days? Have they ever called the concrete plant looking for the last load of concrete to be told the 'truck just left' the plant?

Yes, they might be a little different, and they probably don't track as much mud into their homes at the end of the day, but they are an invaluable resource to the organization. They are helping the 'dirty boots' folks and the back office folks and the top floor guys. They’re communicating the great job you do on your clients’ behalves day in and day out. What if you keep doing a great job for your clients and nobody knows it?

The question is how can you help them to do their job better? Educate them about the decision makers. Engage their creativity with the stories of the jobsites. Show them the resources around them. Ask them what they need. Professionals in the field of marketing and business development should have a clear vision of the resources available and coordinate those resources towards a sustainable model engineered to get the word out - as efficiently as possible.

All of a construction company’s employees can and should do their part to further the successful deployment of a company’s brand name, corporate image and most importantly, corporate identity where it relates to safety, ethics, environmental responsibility and social commitment.

George R. Compton III is Principal of Construct Marketing, LLC and Paul B. Cunningham is Manager of Financial Reporting, Underpinning & Foundation Skanska