Construction marketing and construction branding are often a far cry from the kind of skills and thinking that construction companies
have in their armoury. Whilst some ad agencies are keen to help
construction companies part with their hard earned profits off thin
margins and big risks, blowing big money on paperware that lands in the
bin is hard to justify.
The simplicity of construction marketing
by construction companies must start with the basics. Some
well-respected construction companies that come to mind such as NMC,
Grinaker-LTA, GVK, WBHO and others have got the basics right in terms
of ethical behaviour and quality work which extends to the order and
cleanliness of their sites and the way they work. What better
advertisement of a construction brand than the work itself and the
exhibit of the "wo(men) at work".
back up my theory of quality work as the basics of construction
marketing, why not show this off to, not only your customer, but the
rest of the public, and with some of the TV coverage given to sites in
the build-up to the 2010 FIFA World Cup Soccer, the rest of the world.
How often do you drive past a construction site and there is no, or
minimal evidence of the
or who the construction company is. Most often these sites are in
high exposure, high traffic positions seen by many business
decisionmakers, so why not take advantage of branding the construction
site economically and properly.
To prove a point, let me ask
you a question "If you have travelled from Cape Town Airport into town
recently . . Who is the construction company building the new roads and
fly-over at Hospital Bend?" I bet you know the answer to that. Why?
Because they have effectively used strategically placed printed
in high traffic positions on the N2 flyover into town. How much did it
cost them? I am not going to tell you, but it was a fraction of the
price of the contract, they were paying for the shade cloth already and
I can guarantee you they have got hundreds of times their money's worth
in construction brand exposure and possibly new deals as a result of it.
using printed shade cloth on your sites for construction marketing is
an ideal and cost-effective way for construction companies to make the most of your construction brand through effective construction marketing.