Engineers and contractors – I’ve been working with them my entire life. My dad was one. When it comes to getting words to paper, construction content, telling the world what they can do – its not their strength, if you’ll permit me to generalize. “Don’t hide your light under a candle.” – Mama Compton We all have our skills. We go to our strengths. Getting construction content out of construction people is mine. I have seen the biggest, baddest, toughest, “I’ll […]
Keep it flowing. Create value. Be ‘on-message’. We once had a client tell us, “We need you to quarterback this.” That’s all we needed to hear. Our client’s objective was to have a relevant presence on Social Media channels. They wanted to convey their work, demonstrate their capabilities and project leadership within their industry. Not bad. The challenge was, how to do that consistently in the context of deadlines, fires to put out, and the day-to-day scramble? Who’s the team? […]
The industry media is looking for news – your news. Are you giving yourself the best opportunity to get some print space? Where do you start? Our clients have the benefit of Construct Marketing being a coach (Our clients might say a pain in the neck!) in that we regularly bug our clients for releasable news, looking for content to amplify, and creating opportunities to grab print space in the industry media. Relationships with trade media contacts also helps. Example […]
Call me old-fashioned, but I love the company newsletter. Purpose Driven… Call me a sneaky. If I tell salespeople, PM’s and principals, “I need photos and job stories!” I get a little here a little there. When I tell PM’s and principals I need their job story on “X” – with photos for the “Summer newsletter,” I get stories on “X” with photos. This strategy, as you’ll read below under ‘Amplify and Reach,’ is devious and calculated. Heh. Heh. Heh. […]
Anticipate conference opportunities and needs. Table for 15 in The Big Easy? Our client is going big to a tradeshow in New Orleans and of course, we’ve got them rolling in without worry. But its a city where reservations at the good restaurants can be tough, especially a large party. Better not wait, anticipate. They don’t want to end up at Krystal Burger. So Construct Marketing has this on the radar long before most folks think, “Hey, let’s see if […]
To maximize exposure for a developing product, Construct Marketing wrote and issued a press release on our client’s behalf. The release was disseminated via our own 500+ editor construction industry media presslist and through PR Web’s Newswire service. See example here. Construct Marketing press releases not only serve to disseminate information through industry channels but also to take advantage of the general press’ interest in construction items. This increases reach and increases website traffic. As media outlets and platforms pick […]
“We didn’t know you guys did that”, said the client’s client. It became our job to make sure people did know. This was a job for Social Media, in coordination with other marketing programs. First, we needed a commitment to content. No content? No social media. When client “X” committed to a social media campaign, the first thing we did is make it clear what was necessary to do this right. Construct Marketing believes that NO ONE can create content that […]
Here’s how its done. Construction Video. Get on the client’s job sites. Make sure the crew is all good with PPE and you’re not in their way. Communicate with the foreman and PM. PPE for yourself. Safety training for yourself as required. Check in with the HSE personnel.Bring donuts. Make sure you have multiple cameras, multiple angles, more batteries and and storage than you think you need, and a laptop and HDD to back up everything ASAP. With redundancy. MorrisSheaAction#1 […]
Get in early, know the gatekeepers. Construct Marketing locked up a premium space for one of its clients this week after jumping on an email from a principal contact regarding the new PileBuck construction registry. In addition to the ad there will also be a listing for the client company and Construct will review and proof the listing for accuracy, errors and improve/supply any needed copy. Check it out: www.constructionregistry.com.
A quality e-mail development process works if the client is a partner. Which means it started today reminding everyone that the e-mail was going out next week. Everyone’s contributions would be due next Tuesday. Well, then again it probably started about a month ago. We e-mailed everyone for the first time to “Get ready to get ready! Start to think about it!” The day before that I communicated with the client principals to plan for strategic content. Now that I […]