Interview Originally Appeared in Modern Contrator Solutions Magazine (August 2007)Marketing is a bit of mystery to many in the concrete industry. For some, marketing is a distinct corporate division charged with the branding and promotion of a company. Still others task company owners or project managers with sales activities and marketing activities including proposals and cost estimates. Regardless of the approach, today’s successful companies recognize the importance of having an integrated marketing plan.
As the Vice President of Structural Group, a $320 million Baltimore-based specialty-contracting firm that delivers services, systems and technologies that build, repair, protect, strengthen and reinforce concrete, steel, masonry, timber and soils. Brian Gallagher has led marketing efforts that have helped the company experience growth in excess of $200 million in 3 years. He also holds positions on the marketing committees for several industry associations including the American Concrete Institute, Post-Tensioning Institute, Concrete Industry Management Program and others. We’ve asked him to share his insights as well as some advice about marketing in the concrete industry.
What actions does your firm take to market yourself to the industry?
Gallagher: We have taken an integrated approach to marketing communications that focuses on identifying key market segments, addressing their concerns, developing relevant messages and then using different marketing vehicles to reach their individual needs.
How has marketing changed in the concrete industry in recent years?
Gallagher: Customers have become more sophisticated, more demanding and price sensitive. Marketing has had to become much more sophisticated in recent years. This sophistication is mostly correlated with the increased use and reliance on technology. As the construction industry-and concrete industry- change, marketers need to improve their customer knowledge, understanding of customer economics and focus on customer communication and connection opportunities.
How do you think the Internet has changed marketing?
Gallagher: The Internet has created a sense of immediacy. In regard to these immediate transactions we now experience, consumers have more product information at the tips of their fingers, which encourages quicker and more frequent communication between parties. This immediacy of information gathering has dramatically shortened the lifecycle of sales.
Has your firm done anything to meet this change?
Gallagher: Our firm has definitely made changes to meet the growth and change in technology. We now work harder to assess how people want to research and receive their information as well as the best methods for communicating with our target audience. To create a balance between our traditional marketing activities and integrating Web based email marketing, we have implemented an extremely integrated marketing approach. For example, we leverage marketing tactics in new ways. Articles we’ve authored that are published in trade magazines then can be posted on our Website and then be pulled from a search engine which brings interest from potential clients and even employees.
What is one sales technique you can’t live without?
Gallagher: Although there are new technologies and new mediums being introduced daily, ultimately the thing I cannot live without are the people and the relationships I’ve created and maintained. I believe marketing conditions an environment for a sale, but in most cases, the transaction ultimately relies on people, and they are a very important part of the sales and marketing process.
What is the most important marketing strategy your firm uses?
Gallagher: The most important characteristic to our strategy is taking an integrated approach to marketing communications. We work to balance the right frequency, reaching the right people at the right time and with the right message. Then we focus on implementing, tracking and measuring the results.
What topics and article titles catch your eye when you flip through a magazine?
Gallagher: Anything related to industry trends catches my attention. I also really love to read articles about other companies and other industries and learn about their success. There is a lot to learn from those companies that are willing to share their lessons learned from challenges they’ve encountered.
Why do you think many firms lack a marketing plan?
Gallagher: Many firms do not see the ultimate long-term value of marketing. Because marketing does not typically generate immediate results, some people may look past it and believe it does not produce business.
How has marketing helped your firm?
Gallagher: Marketing has definitely helped contribute to the growth of our firm. Our marketing programs have helped us identify and penetrate markets, create awareness, differentiate us from the competition as well as allow us to consistently deliver our message which has created a position for us in the marketplace. Internally, marketing has created a sense of community and accomplishment. When my co-workers and teammates see our name in a magazine or in an ad on the Web, it evokes a great feeling of pride in the company. I also think it helps in attracting new employees to the company.
What is one recent trend in the concrete industry which you love?
Gallagher: One trend that is becoming a staple in the construction industry is green building and sustainability. The green trend is interesting on the concrete side – you look at an industry that is well established and the green trend has provoked consideration for change. It is becoming a catalyst for many modifications in the industry and has challenged people and the industry as a whole to find better ways of producing products and completing projects.
What is one recent trend in the marketing industry which you love?
Gallagher: The way technology has affected our product research and buying patterns is remarkable. Tools now available to track return on investment are incredible – they are what everyone has wanted and needed over the years but never existed. It allows marketers to better track results and demonstrate an ROI.
What is one recent trend in the marketing industry we can live without?
Gallagher: With the advancements in technology, there has been a real saturation of information -- almost an overload. There is so much going on with email, newsletters and Websites that it makes it challenging as a firm to innovate, differentiate and get out of that clutter.
The term marketing is often used as a catch-all for all things non-billable and sales related. What does marketing mean to you?
Gallagher: At the root of it, effective marketing is consistently developing new ways of understanding, creating, communicating and delivering value. Whether it is through branding or creating a message to generate an opportunity, marketing can be used as a strategic advantage and a competitive asset. However on the same level, that strategic advantage and message you are sending must really match up with your company. You cannot promise something you won’t deliver.
What is one marketing/PR tip you have learned over the years that you would like to share?
Gallagher: In any marketing program there has to be a certain degree of flexibility. I’ve always had the belief that you have to try new things and not be adverse to risk. With that mindset, the best advice I can offer is that marketing is employing an integrated marketing communications approach to be consistent with your message and hitting the right targets at the right time.
