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Marketing Planning Best Practices for Construction - Webcast. 2011 Marketing Outlook/Trends October 15, 2010. Welcome. Today’s Speaker: Neil Brown Chairman Construction Marketing Association neil@ConstructionMarketingAssociation.org. Agenda – Marketing Planning.

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slide1

Marketing Planning Best Practices for Construction - Webcast

2011 Marketing Outlook/Trends

October 15, 2010

welcome
Welcome

Today’s Speaker:

Neil Brown

Chairman

Construction Marketing Association

neil@ConstructionMarketingAssociation.org

agenda marketing planning
Agenda – Marketing Planning

Why Marketing Planning is Important?

The three (3) types of marketing plans

How to establish marketing budgets

A marketing planning checklist

Results of the 2011 Marketing Outlook survey

marketing planning
Marketing Planning

Why is Marketing Planning Important?

  • Most construction categories have declined in this recession
  • Measuring and reporting results a top priority
  • Marketing budgets/spending being scrutinized more than ever
  • Marketing effectiveness, efficiencies key
  • Seat-of-the-pants marketing not cutting it
marketing planning1
Marketing Planning

3 Types of Marketing Plans

  • Project or functional marketing plans
  • Tactical marketing plans
  • Strategic marketing plans
  • Note that business plans can have a marketing portion (which tends to be strategic)
marketing planning2
Marketing Planning

Project or Functional Marketing Plans

  • Project plans identify and detail steps, schedules, objectives, measures, budgets for a specific project.
      • New Website development and launch
      • Email campaigns to vertical trade contractors
  • Functional plans focus on groups of activities
      • Advertising/media plan/schedules
      • Trade show plan
      • Publicity plan
marketing planning3
Marketing Planning

Tactical Marketing Plans

  • Complete marketing activity plan with schedules or calendar, budgets
      • Consolidated project plans
  • NO strategy, research, situation analysis, etc.
  • Identifies, details ALL marketing programs, initiatives, campaigns
  • Could be as simple as a spreadsheet
marketing planning4
Marketing Planning

Strategic Marketing Plans

  • Longer time frame (typically 3-5 years)
  • Analysis and research support (segmentation, positioning, primary research, competitive analysis)
  • Possible financial analysis, projections, capital spending, measures
  • Updated annually
marketing planning5
Marketing Planning

Marketing Budgeting – 3 Types

  • Percentage increase or decrease (vs. prior year budget)
  • Task and objective
  • Percentage of sales
  • Combination of above
marketing planning6
Marketing Planning

Marketing Budgeting – 3 Types

  • Percentage increase/decrease vs. prior year budget
      • Most common
      • Easiest, rubber stamp, less common in today’s economy
  • Task and objective budgeting
      • Sometimes called zero-based budgeting
      • Appealing as budgets relate directly to activities
      • Easy with detailed tactical or functional plans
  • Percentage of sales
      • Compare to competitors, industry benchmarks
  • Combination of above (consider all types, hybrid)
marketing planning7
Marketing Planning

Marketing Budgeting – Competitive Benchmarking

marketing planning8
Marketing Planning

BACKGROUND (cont’d)

d. Competitors

i. Market share

ii. Branding/positioning

iii. Key marketing initiatives

iv. Intelligence

e. Prior Marketing Programs and Results

i. Sales

ii. Inquiries/sales leads/new customers

iii. Website traffic statistics (Google analytics, host stats)

iv. Other measures

Marketing Planning Checklist

BACKGROUND

a. Company or brand

i. Historical sales, margins, volume

ii. Economic drivers (macro)

iii. SWOT analysis

b. Market Analysis targets

i. Market sizing

ii. Market segmentation

iii. Customer identification (incl. demographics)

iv. Channels of distribution

iv. Sales process (incl. cycle)

c. Market Research

i. Secondary research (internet, assoc., publications)

ii. Syndicated research (Dodge Reports, Reed Construction Data, EDA, other)

iii. Primary research (surveys, interviews, focus groups)

marketing planning9
Marketing Planning

Marketing Planning Checklist

OBJECTIVES

a. Sales (Revenue, Volume, Margin)

b. Market share

c. Other measures (ROI, payback, breakeven)

STRATEGIES

a. How to achieve objectives, not specific tactics

i. New products

ii. New markets

iii. Promotions

iv. New Programs

v. Customer initiatives

marketing planning10
Marketing Planning

TACTICS (cont’d)

c. Advertising

i. Media (research, planning, contracts, traffic)

ii. Print (trade publications)

iii. Online (banners, directories, Google AdWords)

iv. Broadcast (TV, radio)

b. Publicity

i. News releases

ii. Press list

iii. Press kit

iv. Press events

v. Article (writing, placement)

vi. Media relations

vii. Distribution (internet, wire service)

Marketing Planning Checklist

TACTICS

a. Branding

i. Re-branding

ii. Naming

iii. Identity

iv. Sub-branding, trademark registration, identity standards

b. Internet

i. Website development, re-development, microsites, landing pages

ii. Search engine optimization (SEO), search engine marketing (SEM)

iii. Social media (profiles, content, blog and forum posts)

iv. Email campaigns (landing pages, registration forms)

v. Webcasts, webinars, web conferences

marketing planning11
Marketing Planning

TACTICS (cont’d)

h. Channel Marketing

i. Dealer or distributor programs

ii. Promotions

iii. Merchandising support, POP, packaging

iv. Training programs

v. Launch kits

vi. MDF or Co-op programs

i. Direct Marketing

i. Direct mail

ii. Database marketing/Lead Management

iii. List procurement

iv. Email, Webcasts

j. Photography and video (supports above tactics)

Marketing Planning Checklist

TACTICS (cont’d)

e. Sales Promotion

i. Programs

ii. Training

iii. Contests, coupons, sweepstakes

f. Collateral

i. Brochures, product sheets, flyers

ii. Catalogs, manuals, instructions, installation

iii. Educational content (white papers, guides, etc)

g. Trade Shows and Events (nat’l, intn’l, regional, local)

i. Exhibit design

ii. Booth graphics

iv. Pre-show promotion

v. Lead management

marketing planning12
Marketing Planning

TACTICS (cont’d)

h. Channel Marketing

i. Dealer or distributor programs

ii. Promotions

iii. Merchandising support, POP, packaging

iv. Training programs

v. Launch kits

vi. MDF or Co-op programs

i. Direct Marketing

i. Direct mail

ii. Database marketing/Lead Management

iii. List procurement

iv. Email, Webcasts

j. Photography and video (supports above tactics)

Marketing Planning Checklist

TACTICS (cont’d)

e. Sales Promotion

i. Programs

ii. Training

iii. Contests, coupons, sweepstakes

f. Collateral

i. Brochures, product sheets, flyers

ii. Catalogs, manuals, instructions, installation

iii. Educational content (white papers, guides, etc)

g. Trade Shows and Events (nat’l, intn’l, regional, local)

i. Exhibit design

ii. Booth graphics

iv. Pre-show promotion

v. Lead management

marketing planning13
Marketing Planning

Getting started

  • Review prior years plans
  • Solicit input on changing customer and market conditions
  • Use marketing plan templates or spreadsheets
  • Do competitive and industry analysis and benchmarking
  • Review 2011 Marketing Outlook survey results!
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2011 Construction

Marketing Outlook

2011 marketing outlook
2011 Marketing Outlook

September survey through SurveyMonkey, results from a statistically relevant sample

2011 Budget Outlook (increasing/decreasing/same)

What is most important marketing priority for 2011?

Which marketing tactics will increase in 2011?

Which tactics will decrease in 2011?

Company type or classification

2011 budget outlook
2011 Budget Outlook

For the coming fiscal year, do you intend to:

  • Increase marketing activities and budgets?
  • Decrease marketing activities and budgets?
  • Stay the same as this fiscal year?
2011 marketing priorities
2011 Marketing Priorities

What is the most important marketing priority for 2011?

2011 marketing tactics
2011 Marketing Tactics

What marketing tactics will increase/decrease for 2011?

2011 marketing tactics1
2011 Marketing Tactics

What category or classification best describes your company?

marketing outlook summary
Marketing Outlook – Summary
  • For the coming fiscal year, do you intend to increase or decrease marketing activities and budgets?
      • 65% plan to increase marketing activities and budgets
      • 23% plan to decrease marketing activities and budgets?
      • 12% plan to stay the same
  • What is most important marketing priority for 2011?
      • Measuring results #1 priority (21%), budgeting at 8%
      • Internet #2 (17%) including websites, SEO and Social Media
      • Implementing marketing programs (14%) and sales leads (11%)
      • Advertising and PR lower priorities (3% each)
  • Which marketing tactics will increase/decrease in 2011?
      • Almost all to increase Internet, Social Media and PR
      • Trade shows decreasing for majority, advertising equal
  • Company type or classification
      • Majority architectural, engineering, construction (AEC) firms
      • Building materials, home builders, remodelers, equipment
thank you
Thank You!

The Construction Marketing Association (CMA) is a network of marketing managers and executives in construction-related fields. CMA provides professional development and training, resources and information, networking and recognition.

Find us:

www.ConstructionMarketingAssociation.org

www.ConstructionMarketingBlog.org

Twitter.com/ConstructMarket

Facebook.com/ConstructMarket

LinkedIn.com (Construction Marketing Association Group)

Next Webcast: Measuring Marketing Results

November 15, 2010