Lessons learned

Today, after sorting through some technical glitches, I listened to Bill Caswell's presentation on Taking Your Construction Business to the Next Level again. In preparation for the event, and of course in my own relationship with him over the past few years, I've heard the message several times.

Caswell advocates a process based on respecting and engaging employees in the business decision-making, and ensuring that the work they do is in sync with their fundamental personalities and character. This stuff may seem obvious but few businesses get it right.

I'd like to say his concepts are a formula for 100 per cent success, but that is too simplistic. Successful businesses require many different qualities, and finding the right balance is not an easy thing to do.

You'll be able to read some more substantial comments in tomorrow morning's real Construction Marketing Ideas blog.

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The book

The indexer has completed her work. Along with the index, she provided a long list of editing corrections, which I am reviewing this evening and will send to the designer tonight. The Construction Marketing Ideas book is almost ready to go to print, thankfully.

I'll write about more substantial topics, however, at the real Construction Marketing Ideas blog tomorrow. You can visit the new site at http://www.constructionmarketingideas.com.

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About RIMC . . .

I've just moved the RIMC posting from last summer to the new Construction Marketing Ideas site. This avoids duplicate content challenges.

On the main Google listings, http://www.constructionmarketingideas.com is now in fourth spot for the keywords "construction marketing". I will continue posting some content on this site daily until the real Construction Marketing Ideas blog is in second place. You can save some time by heading directly there.

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Four marketing models

Ideas often connect in fours in the classic grid.

I'll see if I can relate this kind of thinking tomorrow in the Construction Marketing Ideas blog at http://www.constructionmarketingideas.com.

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Beyond respect: Looking beyond the obvious

Consider two businesses: The well-established small contractor which relies on word-of-mouth referrals, and the relatively large competitor which spends a small fortune on marketing. Is one better than the other?

Objectively, I think most of us have found in experience that, generally, you receive "better" value and quality from the small, reliable, and well-regarded contractor than the large an intensive marketer.

But, from a business perspective, the bigger player (assuming this isn't a flash in the pan story of a business that grows too large and then crashes under the weight of debt an mismanagement) has probably got it better -- and if you can bottle up the successful relationship and quality of the smaller business in the larger one, you'll undoubtedly be even more successful.

So, consider this test. If you don't have a great reputation, and aren't solidly winning repeat and referral business, take a look at your quality and what you need to do to improve these elements before starting any marketing campaigns.

And if you have a great reputation and are relying on referrals and repeat business, your challenge is to start thinking "marketing" and not "relying" on your good reputation. You won't need to spend a fortune -- and strategic marketing will allow you to increase your revenues, prices and profits.

I will look into these and other issues more tomorrow at the real Construction Marketing Ideas blog (see http://www.constructionmarketingideas.com.)

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Taking your construction business to the next level

Tomorrow morning, I'll be getting together with consultant Bill Caswell for a visit to an operating construction business where he will deliver his "Taking your construction business to the next level" in front of a live audience. This is in preparation for Tuesday's Webinar where he will communicate the same practical message to participants across North America.

You can register online for $49.00.

You can also connect with the real Construction Marketing Ideas blog at http://www.constructionmarketingideas.com.

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Effective marketing: Up close and personal

Today, I tried two experiments. In the first, we sent an email to about 1,600 people to encourage some referrals. The results: zero.

Then, this afternoon, I attended a presentation at the local Construction Specifications Canada Chapter (I am on the chapter's board of directors, and we are official sponsors for the chapter in exchange for free advertising and promotion). In a one minute conversation, I received a 'yes' for a feature that probably will generate $3,000 in revenue.

I'll explore the different approaches, and why one works and the other doesn't, at the real Construction Marketing Ideas blog tomorrow.

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