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15 Jun 2019

Get in the Speaker’s Circle

So if you’ve been in a conference audience and thought, “I think I’d like to do this…”  Kudos.  Make it happen.  Presenting in front of your peers is extremely rewarding and a great way to establish leadership, and promote your expertise. How? What to speak about? Job Story?  Materials? Equipment?  Testing?  Value Engineering? Design-Build?  Go to your strengths. Provide Technical Expertise to an area of your experience and proficiency.  The adage “write what you know” holds sway here.  Subject selection […]

25 Feb 2019

Maximize time at the construction tradeshow

Industry events aren’t just for hiding behind a 6-foot table draped in your company colors. Still, as not everyone is Jill or Joe Salesperson, there are still some objectives from the Tradeshow experience that, Sales notwithstanding, are a benefit to Tradeshow ROI. 1. Engagement. Forget about sales for a minute. In fact, forget about sales altogether. While we’d like you to come back from the show with that big sale smile on your face, that’s not why you’re there. You’re […]

25 May 2018
13 Sep 2017

Give me six hours to chop down a tree and I will spend the first four sharpening the ax

Lincoln on Marketing. Give me six hours to chop down a tree and I will spend the first four sharpening the axe.  – Abraham Lincoln I don’t think President Lincoln meant that at the end of sharpening your ax for four straight hours, start whacking at your tree for two. If you budget 6 hours for marketing, 4 hours will be necessary for data management and maintenance, research, preparation, and organization, and 2 hours for deployment of your outreach, whatever […]

25 Jun 2017

Construction Industry Advertising: Digital or Print?

Where to spend the advertising dollar? Decisions. Decisions. Decisions. This is a different article than one we would have written in 2006 when Construct Marketing started. Advertising decisions still start with a budget. It is still an indirect cost or a cost unattached to production quantities or volume. It still requires marketing intelligence, construction industry knowledge, and experience. The difference today is not, “Digital or Print?” but “Where to set the budget for digital ads and where to set the budget […]