Discovering the better way (and why the wrong way is sometimes right)

Many of us live with myths.  Sometimes we believe them and go with the flow just because the conventional mind-set seems right.

Take media publicity and co-op advertising for example.

For most of us, if we think of media publicity, we think of standing in a row behind a giant cheque (or check if you are in the U.S.) with a charitable contribution, or perhaps standing behind some ceremonial shovels for a ground-breaking ceremony.

With co-op advertising, we think about the marketing material provided by our suppliers.  We can use this stuff for free and they often will help pay some or all of our media placement costs.  Pretty good deal, eh.

Well, on some levels, this type of publicity and advertising is easy and inexpensive.  You don’t need to think much about it.  The news release and photo will often be published in your local media somewhere in the back pages and your media representatives will be happy to prepare the paperwork for you to receive your co-op rebates.

Trouble is, does it really work?  Well, on some levels, in the new economy of Internet marketing, “boring” news releases have a place in your communications strategy (though I’d get a video of the check presentation or ground breaking, as well).  And if you  lack time and don’t have the resources for creative thinking, the co-op advertising materials may provide a practical and inexpensive option for your low-budget cable or local television advertising (though research shows this advertising is rarely effective.)

Can you do better without spending any more money?

Yes, but you will need to think differently; outside the box and with creative interpretation.  This is easier said than done if your business is overseeing an AEC business rather than a public relations/media consultancy or a genuine advertising/marketing agency.

But you can still do it.  For co-op advertising, design your own creative message, and then approach your suppliers for support.  For media publicity, read up and learn about media relations and public relations strategies and then think about your events and activities and what the media really cares about — while developing your presence as an expert in your subject area.

You can learn more at tomorrow’s 3:00 p.m.webinar: Contractor Publicity Secrets:  Discover three simple things your competitors don’t want you to know.

As a bonus, you’ll receive a free copy of my book: Construction Marketing Ideas: Practical strategies and resources to attract and retain clients for your architectural, engineering or construction business.

If you have already purchased the book, the webinar is half-price.  If you are one of our clients/advertisers, it is free.  But don’t worry if you are not a current client — the webinar will provide useful information and resources which you can apply without any further relationship with other aspects of my business.

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