My mistake
In the last couple of days, i broke one of this blog’s cornerstone rules. I posted material which identified a specific organization in a negative light. When the victim pointed out this mistake to me yesterday afternoon, I took the one immediate measure I could apply to correct the situation — I deleted (without hesitation) [...]
Three approaches to construction marketing: Which applies to you?
Here are three alternative approaches to architectural, engineering and construction industry marketing. Which applies to you? I advertise extensively. You spend a significant amount of money each month to promote your business with paid advertising in magazines, newspapers, the Web and perhaps television and radio. You measure the effectiveness of your media, but you aren’t [...]
Media pubicity: selling and buying
A representative of a new social networking site focusing on the AEC community sent me an email a about a week ago inviting me to review and consider publicizing his site. I looked briefly at the email, decided not to delete it (most news releases find their way into the trash can) but didn’t rush [...]
Authenticity: Can you fake it until you make it?
An interesting question I sometimes face both in my own business and in assessing others is whether the organization is really what it says it is. Are we dealing with a “one man band” working from a basement or a successful, vibrant business (or is the one-man band actually a successfully, vibrant one-man (or person) [...]
The “reversal” story and mirror principle: Is the truth the opposite of what you hear or see, or does it reflect it?
One lesson I’ve learned through several years in business is that stories have a way of mirroring and inverting. In other words, the truth (especially when someone is accusing another of wrongdoing) can often reflect the actions of the accuser — and any action, either negative or positive, often results some time in the future [...]
Truth and perception: The minefield of prejudice, politics and branding in Construction Marketing
You would have to be senseless (literally and figuratively) not to notice the main news stories in the U.S. and internationally right now. Various groups are seeking to “break the blockade” of Gaza while oil pours out of a man-made hole in the Gulf of Mexico. Within the noise of the propaganda and public relations [...]
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 [...]
Construction Marketing Ideas, a California maid service and a Swedish heavy metal rock band: Our common experience
Yesterday, the strange story of the attempt to have my Google AdSense account disabled took another, strange turn. It seems my problems can be traced to an address in the San Diego area where a maid service referral agency operates. And, for some reason (as yet hard to fathom), that maid service has an association [...]
More evidence about the marketing power of follow-up inspections
I’ve described in several previous posts and my Construction Marketing Ideas book the advantages of setting up follow-up inspection/service visits as part of your initial contract with your clients. The reason is simple: Visits to remedy problems and ensure satisfaction build good will and put you in the perfect position to receive follow-up and referral [...]
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 [...]
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