Building success: why construction companies need to attend marketing events.

After the recent fluctuations in the financial market, construction businesses are often falling into the trap of pulling the purse strings shut when it comes to advertising. If your company is experiencing financial difficulties then it easy to assume that the safest course of action is to not invest in promotional work as it is often painted as an unnecessary expenditure. In fact, it is quite the opposite of what your company should be doing. This trend has also been highlighted by Michael Stone, author of two construction management books, who stated that ‘one of the biggest mistakes that I see on construction-related business owners is trying to save money by cutting advertising when things get tough’.
The impact of the recession on the construction industry is slowly withdrawing as the Commerce Department has reported that construction work in July was up by 0.6% than when compared to June. The leap in demand is in response to the need for housing and non-residential buildings. The construction of residential buildings is reported to have increased by 17.2% whilst non-residential requirements have improved by 2% in the US. This also demonstrates that the US construction industry is now at is highest in the last 4 years. The construction of hotels has also increased by 6.1%.
There are many companies who did not make through the recession. This means that competition is even fiercer compared to before and the need to make your company a leader in the industry has never been more imperative.
The importance of attending promotional events
Whether you are a well-established construction company or just getting started, attending events such as advertised on Construction Shows are an effective way to develop new leads and network with businesses. Every interaction can be regarded as a potential sale, whether it is on the day or further down the line. Therefore, the establishment of new business easily outweighs the cost of the event and the promotional items that coincide with it.
How to promote your business
There are many simple and effective techniques for you to promote your business at an event. Exhibitions are a valuable method for you to develop your business. It is now expected for companies who attend such events to give away promotional items to prospective customers. These vary from company to company depending on budget. Common items used are leaflets, desk accessories and other branded merchandise. Attendees are bombarded with free items so it is imperative that your company stands out from the crowd. While attending an event at a construction show, present your prospective client with an excellent way to ensure your company is at the forefront of their minds at all times. Moreover, these items are ‘handed down’ to others resulting in a further promotion of your company.
The use of social media marketing is on the rise and websites such as Facebook and LinkedIn enable you to start a two-way conversation directly with your customer through a channel that is becoming an integral part of our everyday lives. Social media presents a great opportunity to create a space where customers can engage with your brand in a free environment. As long as you’re able to maintain a consistent online presence, companies are often able to generate new leads and sales through social media alone.
Construction companies could also consider using demonstrations at their stalls, ranging from small scale demos through to product videos. This is an excellent technique to maintain your customer’s attention and provides a platform in which to build a business relationship. If you are unsure of committing to a live demonstration, you could consider recording an instructional video. This type of media isn’t just for exhibitions; having video content online on your website or on sites such as YouTube gives customers greater access to vital information in a clear and engaging way.
It is important to create an inviting environment, representatives should focus more on creating leads than ‘hard selling’ products as people tend to react negatively towards this approach. Try to remember that a smile goes a long way. Smiling also instantly creates an inviting environment in which a customer feels comfortable and generates a feeling of trust. Even if the client does not want to agree to any business on the day, the welcome they received and the feelings associated with it will be positively coupled with your company.
Author: Melissa Mitchell