Communicating with specifiers & developing a personalised persona [EVENT]

Communicating with specifiers & developing a personalised persona [EVENT]

The construction sector represents a unique challenge for the marketer. The sector’s project team is far more complex than many business-to-business markets. This is because the team responsible for designing, selecting, purchasing and installing products is usually created for a single project, employed by different organisations and then disbanded.

During this two day seminar, led by Julie Mould of Competitive Advantage, we will look at the work Competitive Advantage has done in developing construction personas as well as recently completed research, the Construction Media Index, into communication channels used by industry decision makers.

When: Tuesday 6th & Wednesday 7th November 2018
Where: Barbour ABI, Hinderton Point, Lloyd Drive, Cheshire Oaks, Cheshire, CH65 9HQ
Times: Tuesday 6th November Start 9.00 for 9.30 AM. Finish by 4.00 PM & Wednesday 7th November Start 9.15 f 9.45 AM. Finish at 3.00 PM
Cost per delegate:Early bird rate £445 + VAT (£530 + VAT thereafter)

Book online now


Day 1- A strategy for communicating with specifiers
Designed for directors and managers with marketing roles, the opening seminar commences with an overview of the construction market and the drivers influencing industry specifiers.

Going on to look in detail at the stages of the specification process, the decision makers involved and how to make effective use of the communication channels available.

The seminar concludes by suggesting methodologies for implementing engagement strategies.

The presenters

Michael Dall, Lead Economist at leading provider of construction intelligence Barbour ABI, will present the latest market overview and trends.

Grace Lewis, Special Project Manager at Barbour ABI , will present a case study on how ABI uses personas.

Our PR Manager for Barbour ABI, Jonathan Touhey, will also be presenting a case study on how Barbour ABI uses social media to engage with their audience.
Find out more info & book online now

Day 2- Persona workshop
The second day is more hands-on. A workshop day, designed as a practical session for those who have attended our day seminar “A strategy for communicating with Specifiers” and will provide practical support in the development of personas and workflows for your business.

We will take you through the steps of using the Competitive Advantage persona template to developing a personalised Persona for your business, drawing on the resources of Barbour ABI to identify suitable target sectors and organisations. At the end of the workshop you will have a persona and communications workflow.
Find out more info & book online now

Learning Outcomes
You will learn:
• The latest economic overview and trends for UK construction markets and what drives change in construction markets
• The stages of a construction project following the RIBA Plan of Works and when to influence decision makers
• The different decision makers in the construction process
• Marketing tools for communicating with specifiers and decision makers
• How best to communicate with each decision maker at key stages of project progression
• How to use insight and the engagement processes available to building product managers
Secure your place today

For more information, please email:

This event is hosted by Barbour ABI and Barbour Product Search

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