The Construction Marketing Ideas newsletter

This morning, a few thousand people will receive the latest Construction Marketing Ideas newsletter.  You can register (and receive the newsletter beginning next Tuesday) here.The newsletter this week tackles and reports on some of my ethical and business failings.  Yes, I've made plenty of mistakes -- almost at one point, putting my business near the edge.  Ironically, the start of this blog also marked one of the most dramatic turn-arounds in business I've ever seen.  (You can find clues in the "about" box at the new Construction Marketing Ideas blog or go into the deep archives of this bl...

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The Best Construction Blog competition: The final week of voting

var host = (("https:" == document.location.protocol) ? "https://" : "http://");document.write(unescape("%3Cscript src='" + host + "constructionnrhroup.wufoo.com/scripts/widget/embed.js?w=1Mtl6YPRjDW7eM2t9k0ROiwuslashU2wuBe2DJa8vdwKDZNY2hTU=' type='text/javascript'%3E%3C/script%3E"));The final week for popular voting for the Best Construction Blog competition is approaching.  The polls will close at the end of the day on Monday, March 7.You can vote for as many blogs as you wish, once from any email address. (This means, yes, if you have more than one valid email address, you can have more than one ballot.)  It is okay for you to campaign to get out the vote.Parallel with the voting, a judging panel is evaluating the blogs which entered the competition and the three judges will report...

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Construction Marketing Ideas on Facebook and LinkedIn

You can follow Construction Marketing Ideas on Facebook and LinkedIn (as well as Twitter).I generally focus my blog postings here and on the "new" Construction Marketing Ideas blog site, but the LinkedIn group has close to 1,000 members and the FaceBook page has several hundred supporte...

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Your best construction marketing ideas

Some days, I scratch my head.  Construction business owners waste a small fortune of money on crappy marketing -- then conclude that marketing is a waste of money.Well, if you used a crappy contractor, sub-trade or supplier, you would rightfully conclude that the contractor, sub-trade or supplier were a waste of money -- but I doubt you would take down the entire trade or industry.Of course some industries (and marketing practices) are better than others.  You really should not expect good value when you visit a used car dealership or time share sales office.  In the same light, many of the marketing "solutions" sold by intrusive...

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Learning about construction marketing integrity

Serge Massicotte (right) receives the General Contractors Association of Ottawa Integrity and Ethics Award.In today's other Construction Marketing Ideas blog, I tell the story about the winner of an Integrity and Ethics Award who sought to bring our business to the ground because of his perception that we lacked integrity and ethics.The ironic story has some rather surprising observations, including the recognition that this blog started when I began to figure out what I needed to do to change our business values and relationships.You can read the posting he...

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Free or fee (some more thoughts)

As a journalist/writer, the norms are generally that we don't pay for interviews, especially when the publicity serves the the interests of the person we interview as much as our own.  The challenge, rather, is to fend off offers of "free editorial content", which of course are initiatives by publicity seekers to obtain the effective credibility of free publicity rather than pay for advertising.So, I felt some shock yesterday when an industry expert recommended by a client association for a profile on the industry said he would only conduct the interview if he is paid.  My initial reaction:  "No way, Jose" and in fact I can write...

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The Best Construction Blog competition: An update

Here are the current results for the Best Construction Blog competition.var host = (("https:" == document.location.protocol) ? "https://" : "http://");document.write(unescape("%3Cscript src='" + host + "constructionnrhroup.wufoo.com/scripts/widget/embed.js?w=1Mtl6YPRjDW7eM2t9k0ROiwuslashU2wuBe2DJa8vdwKDZNY2hTU=' type='text/javascript'%3E%3C/script%3E"));The Construction Law in North Carolina blog has skyrocketed to second place, but Michael Stone's Markup and Profit Blog remains in the lead.  (It is okay to encourage friends, colleagues and clients to vote -- and it seems that happened with the Construction Law in North Carolina blog yesterday.)Note:  The data on the graph is updated in real-time, so if you read this blog some weeks later, the results will be different.Voting continues...

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The weekly Construction Marketing Ideas e-letter

In today's e-letter, I share my three biggest construction marketing (and business) blunders.  You can subscribe at the link above, but of course will miss the details this week.  However, I'll post a summary tomorrow in the new Construction Marketing Ideas bl...

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Strategic alliances: White Paper resources

In a few minutes, I'll complete the citations, bibliography, executive summary and other final details for my Society for Marketing Professional Services (SMPS) Foundation White Paper on strategic alliances best practices.  The project then moves to the editing and review stages, before it reaches publication in time for the SMPS Conference this August in Chicago.In my research, I discovered the Association of Strategic Marketing Professionals and its related LinkedIn user group.  Not surprisingly, few architectural, engineering or construction businesses belong to this association -- our industry is usually among the last to catch...

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The new Canadian Design and Construction Report website

We've just flicked the switch on the relaunch of the new website for the Canadian Design and Construction Report.  This site will set the template, as well, for the U.S.-focused Design and Construction Report and is built on our successful North Carolina site designs.Our websites are certainly not leading edge; we probably could do better to incorporate more bells and whistles and advanced interactive features.  Equally, however, we keep them from getting stale and periodically review and rebuild them to ensure they are relevant and useful to viewers.  I think in the current era, you should certainly review your website design...

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Thinking about strategic alliances

My brain is decompressing from several days' writing about strategic alliances.  You can read my thoughts on the topic at the new Construction Marketing Ideas blog.Here, I'll simply encourage you to visit Mike Jeffries' site if you are a contractor focused on the residential market.  His Closing Success Tips newsletter is free -- and you'll undoubtedly find valuable insights the...

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Creating marketing value without giving away the store

This blog is free to read.  My book is not (unless you've done business with me and/or will help me sell many more copies.)I don't expect you to provide a comprehensive, detailed and thoughtful "free estimate" on a major renovation or building project.  I expect you to be able to provide ballpark price ranges without playing the "what's your budget" game?Why, then, do so many people in this business race like lemmings when someone advertises a job, crafting estimates, presentation materials and the like, when they don't have the slightest connection or history with the organization offering the work.  In these situations, you are...

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Best Construction Blog voting heats up

Lots of people voted for in the Design and Construction Report's Best Construction Blog competition yesterday -- 75 at latest count.var host = (("https:" == document.location.protocol) ? "https://" : "http://");document.write(unescape("%3Cscript src='" + host + "constructionnrhroup.wufoo.com/scripts/widget/embed.js?w=1Mtl6YPRjDW7eM2t9k0ROiwuslashU2wuBe2DJa8vdwKDZNY2hTU=' type='text/javascript'%3E%3C/script%3E"));Here are the results.  (Note the results are updated in real time, so the actual votes on Feb. 16 won't match these numbers if you read this posting later.I'll discuss the contest, its objectives and some ways bloggers can increase their opportunity for success at today's experimental live broadcast feed at 2 p.m. EST (February 17, 2011).  You can go to the broadcast link...

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Publicity and your construction marketing brand

The popcorn story related in the previous two blog postings shows the opportunities (and limitations) of gimmicks and tricks to achieve publicity and attention.  If these activities match your business message and brand, then of course they can make a lot of sense.  If they are done just for the sake of achieving "viral results", well, the real value to the business is limited.I realize that most people in this industry won't go near stunts like this.  Instead, they will play the boring concepts of publicity -- the line-em-up-shoot-em-down pictures of a bunch of executives with golden shovels at ground breaking ceremonies, or the...

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The viral video (2)

If you believed the video in yesterday's posting, you were fooled with some camera trickery and a 2008 marketing ploy by Cardo Systems, in an effort to promote its headsets.The idea of this sort of scheme is to create viral intensity and mystery, and then track back to your product or service.  Of course the question is, does it actually help you sell more stuff?That is more debatable, but if the activity is in good fun and no harm is done, then of course you gain the secondary benefits of attention and "free advertising".In my case, a colleague living in Hong Kong who worked with me three decades ago on the Bulawayo Chronicle (Rhodesia...

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Time and place: The viral video

Yesterday, one of my colleagues from "way back when" sent me this video.   We worked together on the Bulawayo Chronicle in 1978-80.POPCORN (This will blow your mind)This is probably what it does to our brain cells - like putting your head in a microwave . Check this out! And we're supposed to believe that cell phones are safe?Click on the word 'POPCORN' below and watch. Pop Corn téléphone portable micro-ondesWhat is wrong with this story?  You can comment now -- or I'll tell you tomorr...

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Construction Marketing Ideas -- the busy week

At the other Construction Marketing Ideas blog, I describe how busy this week will be.  So I won't write a whole lot here today.  It is going to be interesting to see how well I manage the workload.Do you have times when you are potentially overwhelmed with conflicting challenges?  If you wish, feel free to share your ideas as a comment.(Note I delete all comments which are obviously set by agencies to plug or promote specific blogs or sites.  Don't bother tryin...

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Sustainable construction marketing: When advertising works

While undoubtedly most successful construction businesses obtain most of their new business from repeat and referral clients, virtually everyone in business has the challenge of finding sustainable, predictable revenue going forward.This can be a challenge especially if you provide contracting or professional services for large-scale projects.  Each project consumes tremendous amounts of time and resources (and generates hefty amounts of revenue) but you can only handle so many projects at any time or your business will be stretched beyond its capacity.  On the other hand, if you "run out" of work, you are in big trouble.Contractors...

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The best construction blog competition: Discovering (and fixing) the glitches

Yesterday, on the other Construction Marketing Ideas blog, I posted the early voting results from the Design and Construction Report's Best Construction Blog competition.  The results caught me off guard.In the contest rules, I had said you could vote as many times as you like, for as many blogs as you wish.  Unfortunately, I didn't read my own rules closely enough -- the tabulating software I use requires you to provide your email address and, once you've given it once, it won't allow you to vote again.One contestant, appreciating the published rule "you can vote as many times as you like", then began testing with fake email addresses. ...

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Live video: Today (Thursday, Feb. 10) at 2 p.m.

Hopefully, the experimental live video broadcast at 2 p.m. EST today (Thursday, Feb. 10, 2011) will work this time around.  Last week, as broadcast time approach, my laptop computer failed. Today's video will discuss that experience in relation to a topic which is hard for many industry practitioners to grasp -- your "brand".  I'll even admit that I didn't really appreciate the meaning of branding until, after almost 15 years experience in this business, I started the Construction Marketing Ideas blog and the late Sonny Lykos connected with me -- and sent me an incredibly useful binder of resources.Then, I "got it".  Branding...

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Some additional construction marketing risk-taking thoughts

Caroline OueletteIn yesterday's posting, I described one of the key elements of risk-taking is to determine whether you are comfortable that your actions will pass the moral smell test.  However, obviously you need to consider other elements when stretching beyond your safety zone and reaching out to dare something new.A clue to what you need to be ready to do is found in Canadian woman's ice hockey Olympian Caroline Ouellette, who said at one point she needed to make the decision to accept an athletic scholarship to a U.S. university with an exceptional woman's ice hockey program (which attracted Olympic-level candidates from several countries.) ...

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Soaring or crashing in construction marketing: The ethical choice

About this time last year, a guest on one of the Google Help forums asked a question about whether he could creatively try an end-run around the program to increase his results. I answered that risking his long-term revenue for a short term strategy probably would not be wise, but he pressed the point.  He wanted to reach beyond the conventional guidelines to succeed.My answer is worth repeating here:Donald, in my experience, anyone thinking they can fly and touch the sky with ethical or moral shortcuts usually ends up with a big fall. I've seen it happen.  Of course, once you've taken a creative risk in a constructive and ethical...

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Your free construction marketing ideas newsletter

Yes, it is totally free.  And, no, there is no 'hidden catch'.  You can subscribe to the weekly Construction Marketing ideas newsletter with the link on the top of the page.The Construction Marketing Ideas book isn't free, of course.  You can read some sample chapters but you will have to pay me for it if you want the whole thing.  Is it worth the money?  Well, no one has asked for their money back and several readers have written five-star revie...

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The great construction marketing game. How do you play it?

For some individuals in the architectural, engineering and construction community, marketing is like a game of chance.  Roll the dice, and hope the strategy or method pitched to you by a consultant (or worse, a telemarketer) will provide profitable leads and sales.  Usually, when the dust settles, you feel you've been taken for a ride.  If you aren't very bright about marketing, you may fall for the same mistake again and again (as I notice repeat ads from contractors in worthless police association journals -- won't they ever learn!) or, worse, just say "marketing is a waste of money" and give up, instead "relying" on repeat business...

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Are construction marketing e-letters really worth writing?

In today's "other" Construction Marketing Ideas blog, I write about Susan Daffron's provocative posting where she describes how she decided to shut down her free Publishize email newsletter because she received no worthwhile business from her generosity.Daffron raises some important questions about the use of email newsletters in developing new business. For now, I'm continuing my e-letter (you can register at the top of the page), but I think she has a worthy point.  Certainly, I've gained valuable revenue-generating advice from her (and she hasn't earned a cent from me).  And, indeed, my own Construction Marketing Ideas book is not fr...

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When things go wrong, preparation helps them go right

Yesterday, things seemed to be going well.  I completed most of the writing and layout for our Canadian print publications and thought the continuing series of experimental live broadcasts at 2 p.m. would be easy to co-ordinate.  In fact, I took a fairly lax attitude to the set-up process, rushing to assemble the lights, mixer, microphone and stuff for the scheduled start.Then, things just didn't work.  Livecaster's software application (procaster) would not load properly.  I tried a restart, but this made things worse.  Now I couldn't access at least one of the Internet browsers, Adobe Acrobat, and several other programs. ...

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Weekly experimental Livecast today: Mastering your construction marketing skills

My series of experimental live video programs continues today (Thursday, Feb. 3) at 2:00 pm EST with some thoughts about how you can effectively master your construction marketing skills.The broadcasts are recorded but technical and recording quality are certainly not at prime time level as I learn how to best co-ordinate and manage the use of video.  Livecasting is especially challenging, of course, because you don't get a second chance if you mess up. My goal is to become truly competent in video within five months with an understanding of how to best co-ordinate various video resources for maximum marketing effectiveness and then...

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Voting begins for best construction blog

The 2011 Best Construction Blog ballot is online.  You can vote as many times as you like, and friends and colleagues can also cast ballots.The voting results will be considered in selecting the finalists and the blog with the most votes will receive recognition in The Design and Construction Report as the most popular blog.  Voting continues until 5 p.m. on March 7.You can link to the ballot he...

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The secret offer

I've made a secret offer.  Well it's not that secret -- if you are a subscriber to the free weekly Construction Marketing Ideas newsletter, you would know what it is.It tests some assumptions about the distinctions between immediate and delayed gratification.  You won't get it unless you are a newsletter subscriber but, if you ask nicely by email, I'll send you the "back issue" where the offer is ma...

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