Guest post provided by Julie Mould
It is often the case that construction products are selected by more than just one influencer. Over the year Competitive Advantage Consultancy has looked in detail at 10 of the key decision makers who influence construction product selection: The Client; The Architect; The Contractor; The Interior Designer; The Engineer; The Quantity Surveyor; The Specialist Sub Contractor; The Public Sector Client; The Facilities Manager and last but not least The Civil Engineer.
For the construction product manufacturer, it is important to understand which specifiers are influencing product selection in their market, and the timing of their decisions. This information can then be used to develop effective, targeted and timely communication and sales strategies.
Marketing Seminar - A Strategy for Communicating with Specifiers
To learn more about this I recently attended the marketing focused seminar – A Strategy for Communicating with Specifiers. This was held in partnership with Barbour Product Search on 22nd November at the Barbour ABI office in Cheshire Oaks and led by Chris Ashworth of Competitive Advantage, a leading authority on specification strategy.
After initial welcomes and introductions to the audience of directors and managers, representing some 9 construction product manufacturers, Chris handed over to Michael Dall, Lead Economist at Barbour ABI, a principal provider of construction intelligence.
Michael proceeded to guide the audience through the latest statistics, trends and outlook for the construction market as well as sharing his thoughts on where the biggest opportunities and threats might lie. The audience were given the latest edition of the Economic & Construction Market Report, produced by Barbour ABI, to take away with them. As it was also the day of the autumn budget, Michael then had to leave us to continue with what was sure to be a very busy day!
Chris returned to look in detail at the stages of the product specification process and the decision makers involved. This helped take the audience on a journey to look in more depth at how their products might fit. We also looked at other market influences including approvals and standards bodies, BIM, sustainability and emerging trends such as Cradle-to-Cradle and Health & Wellbeing.
Insight for Product Manufacturers
Just before lunch the audience were taken on a brief tour of the Barbour ABI facilities affording an insight to the types and complexity of work being undertaken in relation to their Construction Data and Barbour Product Search services. After lunch Grace Lewis, Digital Content Product Manager at Barbour Product Search, provided a quick run through of some newly launched features of these services which could be invaluable to product manufacturers, before handing back to Chris for the afternoon session.
As ever, nothing stands still in the construction market and in addition to working with the audience to develop their insight to find customers, Chris shared some of the relevant findings of his company’s latest Construction Media Index Research. Published only a few weeks ago this research brought the audience right up to date with the findings of market usage of social, digital and traditional media, to ensure that they were well equipped in formulating their communication strategies.
The seminar concluded by suggesting methodologies for implementing engagement strategies, using insight and workflows. There was just time for discussion and further questions before everyone headed on their way with digital copies of the day’s content and a lot of thought about what the names of their customer personas might be!
A repeat of the course is scheduled for Thursday 8th February 2018 at the UBM offices in London.
A Strategy for Communicating with Specifiers
8th February 2018 - London
Designed for directors and managers with marketing roles, this 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.
Book now to secure the early bird rate of £247 + VAT
Promoting your company and building products with Barbour Product Search can help to increase your visibility to the full specification audience. Email [email protected] for more information.
Sign up to the Competitive Advantage newsletter for an overview of construction market activity as well as construction sales and marketing advice.
Julie Mould is an Associate with Competitive Advantage Consultancy which specialises in market research and training for the construction industry. She has experience in delivering detailed marketing strategy and integrated communication plans.
Guest post provided by Julie Mould