Do your consumers really want what you are providing?
I’m reading an intriguing marketing book: Pull: Marketing Secrets the Fortune 100 Use by Keith Chambers. The publishers invited me to receive a free review copy (the review copies of relevant marketing books have turned out to be one of the fringe benefits from writing this blog). Although I am only part-way done, Chambers reminds [...]
Should you offer/pay referral fees, and if so, how much?
Randy Travis, Owner at Ramtra Home Value Improvements, in Huntington Woods, MI, asked this question at the LinkedIn Construction Business Owners Group: What is a fair referral / lead fee? Do you pay a percentage or a set fee based on the project value. If a business partner gives you a lead do you pay [...]
Facebook and Construction Marketing
I admit that, while this blog has a related Facebook Page, it is not leading edge. I’ve spent more time developing the relevant Construction Marketing Ideas Linkedin.com group. However, there is increasing evidence that you should elevate the importance of Facebook in your marketing strategies, especially if you are reaching consumers. And I wouldn’t ignore [...]
Publicity secrets and techniques — a rescheduled Webinar
I’ve rescheduled the webinar on media relations and publicity, Contractor Publicity Secrets: Discover three simple things your competitors don’t want you to know, for 3:00 p.m. on Wednesday, June 9. The last time around, the webinar video froze just as we were about to start, so I rescheduled in co-operation with the patient clients who [...]
Crisis management and construction marketing
Earlier this week, I encountered a virtual “perfect storm” of business challenges and issues, almost all simultaneously. Some of the problems had been brewing for some time but others were genuine surprises. I’ve reported on one of them here: The strange saga involving the threat to my Google AdSense account. The other issues need to [...]
Contradictory advice: Where to turn?
Some basic truths and fundamentals apply in the marketing business but you can read two or more completely different (and sincere) interpretations of of best and bad practices. For example, take the “free stuff” arguments described yesterday. The Reciprocity Principle suggests that generosity results in rewards; give a little free and gain a lot in [...]
This marketing guru needs your help (2)
Almost inevitably, when I post an entry which shows my warts, I receive positive and useful feedback and the inspiration to move forward. Yesterday’s observations, when I described the problems in marketing my first real Webinar: The Art and Science of Publicity: Publicity and media relations for your architectural, engineering or construction business: Three steps [...]
This marketing guru needs your help
Here I am, a marketing guru, eh, but I haven’t been able to solve a rather big problem: Why won’t you pay (okay, lets use the proper marketing word, “invest”) a little for a lot, when that little could give you so much more than all the stress and stuff you pay every day for [...]
About co-operation and media publicity
Bill Caswell’s second Webinar, “How to increase Company Performance through increased Co-operation” reiterated the fundamental point that in organizations we achieve more by co-operating than acting alone, and that emotions dominate the dynamics of most of our decisions. Caswell emphasized that we need to defuse these emotions through regular communication and feedback (including quarterly, not [...]
Buying or earning marketing power: Which route is more effective?
As we prepare for Bill Caswell’s special Webinar this afternoon: How to improve company performance through increased co-operation, my thoughts travel back two summers to my first Society for Marketing Professional Services (SMPS) conference in Denver. With my family tugging me away for other activities, I only had a day in the conference hall, and [...]
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