The Construction Marketing Ideas book: Nearing publication
We’re in the final editing and proofing stage for the new Construction Marketing Ideas book. As I catch typos and prepare to send the book to the indexing and final proofreading, you can help with an important decision — the book cover choice. Our designer has devised five cover variations, and you can vote on [...]
What is the best way to communicate?
At the recent Design and Construction Networking event in Washington, several guests enjoy posing for this picture. I want to be sure I have every one’s name correct before identifying the individuals in this group, however. In a recent blog posting, Ford Harding asked: “Are phone calls obsolete?” Twice in recent weeks I have been [...]
The secret of breaking in — Creative ‘risk’ taking
In 2000, I decided to expand my business to the Washington DC area. At the time, our Canadian business had some profitability, but certainly we weren’t rolling in dough. In fact, after deciding we could make the move, but before moving forward, I experienced some real business scares. Then, the business didn’t have proper systems [...]
The proper care and feeding of clients
Marketing consultant Bernie Siben told about 50 members of the Society for Marketing Professional Services (SMPS) Washington DC chapter yesterday (Jan. 27), something they should already know and appreciate — the best way to find new business is to ensure you care, intensively, for your current clients — and that care requires in-person two-way relationships, [...]
Heading to Washington . . .
In a few minutes, I’ll be leaving for the airport for an intense visit to the Washington, D.C. area, to attend a meeting of the Washington, D.C. chapter of the Society for Marketing Professional Services SMPS (actually, an educational program on the “Proper Care and Feeding of Clients), and a networking event for the Design [...]
Marketing in tough times
Laurin McCracken AIA, Chief Marketing Officer at Jacobs Global Buildings NA sent this email yesterday to his network at the Society for Marketing Professional Services. I am sure that most of you are familiar with the author Malcolm Gladwell from his books such as The Tipping Point and Blink. In the January 18 issue of [...]
Marketing compatibility: Doing what you (and your current and potential clients) enjoy
You can see the messages out there in the Internet space: “No more cold calls” or “Unlimited qualified leads”. Or you will receive a call from a smooth-talking salesperson asking you to support the local police association or a community charity with some program advertising. Your heart, to do good, answers, and you say “yes”. [...]
Craig Park’s blog
I just discovered Craig Park’s blog, The Virtual CMO — Strategic Marketing Intelligence, which I will set as a permalink on the Construction Blogs page. As I discover other relevant blogs while the Best Construction Blog competition continues, I’ll post them there, as well, and of course all the contestants will be referenced once the [...]
The packaged introduction
Jon Goldman (http://www.lumpymail.com) tried an experiment where he mailed watermelons to people. They reached their destination effectively, but Goldman acknowledges “The watermelon had an enormous impact but was outrageously expensive, too heavy, a huge hassle, unpredictable, not designed to include a ‘sales letter’ and not reproducible.” However, he also says he learned from the experiment [...]
The qualifying process: Humanizing the initial connection
Tim Nagle of Remodelbuddy.com recently posted a blog entry he wrote for Remodeling Magazine as a discussion topic on the Construction Marketing Ideas Group. (That’s a mouthful of references, I know.). In his posting, he describes the challenges of combining a qualifying process for the initial inquiry, with making the first-time communication warm and relevant [...]
The Construction Marketing Ideas book
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