Title Construction Marketing Plan Guide

							Construction Marketing Plan Guide
Questions to Consider for Marketing a Construction Company

By George Hedley

   1. Create company awareness to market your construction company.

       A. List the different marketing strategies you are using/doing regularly to create
          customer awareness and some new things you can begin doing.




       B. List some of your potential customers and how many contacts you’ve had with each
          of them. (Seven contacts is typically the magic number before reaching success with
          a potential customer.)




   2. Pique customer interest.
      A. What are some ways your construction company stands out and makes a statement
          to your customers and potential customers?




       B. How does your mailing create the right perception of value about your company
          and how it does business?




       C. How do you match your mail-outs to your customer targets?
   D. How often do you rotate out the types of items you send out? You can send out
      cartoons, jokes, small hardhats, mini CDs or DVDs, estimating grid notepads, paper
      clip holders, coffee cups with hammer handles and more.




3. Stay at the top of the customer’s mind by telling him/her what you’ve done and will do,
   which will generate inquiry and eventually face-to-face interaction.
   A. Think about and list out. . .
       a. How you’ve helped your customers?

       b. How you’ve solved your customer’s problems?

       c. How you’ve met customer’s goals?

       d. How you’ve provided solutions?

       e. How you’ve given customers what they wanted?



   B. List some of your greatest accomplishments to use for your corporate brochure and
      face-to-face meetings. For example, talk about the profit you have made or why
      returning customers are happy with the business they have received.




   C. Decide on a slogan or motto that tells your targeted customers what you’ll do for
      them. Brainstorm ideas here.




4. Develop customer relationships by showing you care.
   A. Write out some specific ways you currently show customers you care about them,
      their business and their lives, and list some ideas of how you can do this more.
   B. How can you add a personal approach to your mailings that market your
      construction company?




   C. Name some of your customers who would be great referrals to list in your mailings.




5. Continue customer awareness by making a commitment.
   A. What do you need to help you make a commitment to marketing your construction
      company (e.g., people, processes, etc.)?




   B. How much time can you allot to your construction marketing plan?




   C. What software, such as a database contact software program, could you use for
      your marketing system to keep track of targeted customers?




   D. Can you commit to doing a mailing every three months to market your construction
      company?