Top Marketing Trends of 2019

Marketing and technology continue to evolve at a breath-taking pace. Each year, these changes have an impact on on how business-to-business marketers plan and execute their tactics. Marketers need to keep a pulse on current trends will help firms improve their marketing effectiveness in 2019. Key trends to watch:
 

Focusing on the Customer Experience: Years ago, B2C marketers started to focus on the customer experience (CX). Successful B2C companies were able to engage customers by reducing friction and providing positive customer experience. B2B markets will need to take a customer-centric approach to differentiate and build a competitive advantage. 

Content Marketing: Content marketing will continue to be the cornerstone of B2B marketing efforts in 2019. According to the Content Marketing Institute (CMI), content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. CMI recently reported that 80 percent of B2B firms are focused on building a content marketing strategy.

Integrated Marketing Communications: The concept of “integrated marketing communications” (IMC) is a systematic way to coordinate their efforts across all possible channels. While IMC is not a new concept, the application of IMC has fresh relevancy as new channels emerge. IMC is a strategic approach designed to harness advertising, direct marketing, public relations, sales promotion, digital marketing, content marketing, and other programs to work in coordination as a unified force. This approach enables the consistent delivery of coherent brand positioning through all media. An integrated effort consists of planning, coordinating, and controlling the communications process with the result being a synergistic, seamless, customer-focused marketing program.   

Retargeting/SEM/SEO: Retargeting, Search Engine Marketing (SEM), and Search Engine Optimization (SEO) will continue to be critical to a firm’s marketing success. Over the past few years, considerable attention has been paid to managing title tags, headers, and meta descriptions while posting content online. And these strategies remain as important as ever — after all, what good is it to create great content if no one can find it? Web searches drive most traffic to B2B online content, therefore higher SEO rankings typically result in higher traffic and more customer conversions. Algorithms will continue to change in 2018, so marketers will have to remain vigilant in their response to those changes. Targeting— Without diving into the nuances of differences between search, behavioral, and contextual marketing strategies, targeting will continue to emerge as a key tactic for marketers. Targeting involves processes by which visitors see specific and relevant advertisements based on their browsing history, content engagement, or other online behaviors. Targeting is a powerful way to remind past visitors to re-engage. It is driven by the insights and analytics provided by big data. Fortunately, setting up and managing a targeting program has become very easy. Marketers will seize on this effective approach to focus on relevancy, connect and engage with viewers, and convert them to customers.

Big Data/IOT Marketing Applications: In many industries, business rely on big data provides actionable insights and predictive analytics. The internet of things (IoT) is a network of physical devices, wearables, and other items that are embedded with electronics, software, sensors, and actuators. With network connectivity, these objects can exchange data, and this interconnectivity provides opportunities for marketers to listen to their clients and more effectively respond to their needs. Firms who leverage the IoT and Big Data will focus more on buyer personas and the customer’s journey, thereby increasing engagement.

Video Content: The use of video in B2B marketing has gained considerable popularity. Studies show that video content engagement levels are far higher than they are for standard content. Video consumption is increasing on mobile devices, as well. Subject matter that addresses clients’ challenges and problems will be the most successful — after all, construction processes are complex, and visual demonstrations can be invaluable. Video content must be relevant, clear, and concise and have a call to action (CTA).

The above tactics tie into one of the most touted terms in the business world: ROI. Increasingly, marketers — like other business professionals — are focusing on tracking the return on their investments. Factoring marketing into a firm’s overall ROI tracking can help guide strategies and improve results. By quantifying the achievement of specific goals and targets, ROI helps ensure that campaigns are effective … because what can be measured can be managed.

Marketing Never Sleeps

Each day the amount of digital information created is tremendous. With people becoming increasingly overwhelmed with information, the marketer's job of getting a message through becomes more difficult. I think back to my early career and the basic advertising concepts of reach, frequency and message. How are you using those basic concepts to ensure your messages are getting through?

Domo, a company that specializes in technology for Big Data, recently published an interesting infographic, Data Never Sleeps, that provides an overview of the amount of data created every minute.

What should resonate with you is how overwhelmed your prospects and customers are with data, information and messages.

View Infographic

Delivering Effective Technical Presentations

Delivering a presentation, let alone a technical presentation, can be an arduous and often scary feat. Making sure you get your point across without boring or under-stimulating the audience is something that takes a great deal of practice and understanding. Keys to success are understanding your audience, developing the right presentation strategy, assessing and accommodating your audience, using graphics properly, and effectively delivering a concise message. Further, a key element of presentation success is the ability to combine verbal and visual content in a clear, concise and compelling manner.


Introduction and Objectives

To deliver an effective presentation, you must first understand that the subject matter presents a unique challenge in itself. Your goal is to transfer ideas and information to the audience. Technical information and data is something that can be very easily lost on a person if not “gift-wrapped” properly. People being presented large amounts of data and facts have a tendency to disengage and lose interest. It is up to the presenter to strategize and create interesting ways to communicate that information. Pictures, graphics and even sounds help keep senses and minds from wondering to other thoughts, while also effectively communicating your message.

One of the most common mistakes when preparing for a speech or large presentation is not thinking about the audience. For example, you want to steer away from using jargon if you are speaking to a group of people who are not familiar with your topic. A person would become very frustrated and lost with the “special” terms and eventually stop paying attention. Therefore, researching and understanding your audience and presenting on their level are very important to your success. What does the audience have in common with each other? Why has this particular audience been brought together? Why did they ask me to make a presentation? Do they want me to talk about a specific subject? Understanding why you have been brought to speak will help when it comes to outlining the content of your presentation.


In addition to keeping your audience’s attention span and characteristics in mind, you must also establish a process in which your presentation will flow. Outlining and knowing how one subject matter will flow to the next will not only help with how comfortable you will be, but also help keep the audience on target. Begin by understanding the audience -- what language will you use when addressing them? Outline the content, the aesthetics and the material flow. Also, what other things can contribute to the success besides the content of your message? For example, are there visuals or something other than words that will help relay or reinforce your message?

Further, be sure to review the necessary preparation needed. How much time should you spend practicing and how does that fit into your schedule? Finally, it is important to anticipate what kinds of questions the audience might ask. Having a good understanding and game plan about your presentation will help eliminate the nervousness that comes with being unprepared.


Developing Your Presentation Message

Developing the content can sometimes get a little daunting and at times overwhelming. That is why breaking it down into sections and how you want to come across to your audience is very important. Not only will it give you a starting point, but it will also make you more comfortable with the material.

First, identify the topic about which you feel most comfortable speaking. A successful topic is one for which you have unique expertise or experience and is timely. Also, pick a topic that can be supported with relevant case study examples, research, testing and practical applicable tips. The more comfortable you are with your topic, the easier it will be to make the presentation, which will in turn enable a rapport to be developed with the audience. Also, be sure that your message is perceived as high-level in terms of expertise, otherwise it may appear to be a gimmicky commercial and you will lose credibility.

Building the Presentation

Now it’s time to outline your presentation: Knowing how one point will lead to the next in a logical and coherent flow is key. Start by writing down the main points you wish to discuss. If you are describing a process, write down the steps to the process in order. From there, you will flesh out the subject matter with details, keeping in mind that this is a presentation and not a manual. Be sure to use transferable concepts as they engage the audience. Remember, your goal is to communicate ideas and information. Further, ensure that every minute counts and that there are no wasted opportunities. For example, the first 60 seconds with the audience are critical. It is in those moments that the audience ascertains whether or not this is worth their interest.

While writing, keep in mind the visuals you think of, and see if you can incorporate any of those images into your presentation. Your slides must be engaging, not distracting. The use of pictures, graphics, color and graphs all help in terms of audience comprehension. In certain cases, videos and animated graphics are effective means of communicating with the audience. Use formulas, graphs and charts prudently. Further, since everyone learns differently, having different means of delivering the message through a balance of graphics and words will help convey your message. Graphics should be used to reinforce a verbal point, not the other way around. Graphics and slides can divert attention, but if used effectively, they can give you credibility and authenticity. Do not, however, leave the delivery of information solely to graphics; it is to be used in combination with your narrative.


Building the Presentation

Once the content is outlined, the next step is actually drafting the presentation. Start by thinking of the presentation as a performance. One tip is to think of the technical presentation as a three-act play: beginning (introduction), middle (body) and end (conclusion). Each part of the presentation must be clear and distinct, but the three parts must work as one with the theme or topic holding all three parts together. It is said that the best presentations can be summarized in a single sentence. Keeping this in mind, think of what you want the audience to carry away from your presentation.


Slides should contain bullet points and not a narrative description. People do not want to read a novel on a projection screen. Make clear and concise points and move on to the next. The audience will be too busy trying to figure out what is on the screen and won’t be paying any attention to what you are saying. Bullet points need to be the highlights of what you are going to say because it is your job to flesh that out when talking. To avoid confusion, a brief synopsis of what will take place will help clarify the audience’s expectations.

Ensuring Presentation Success

Thinking beyond the content and structure requires you to prepare for the big day. In order to make sure that you are as comfortable as possible with the content, it is absolutely necessary to practice with passion. It is a good idea to practice with a “rehearsal audience.” This can be made up of family, friends or peers and will aid in alleviating nerves. The will also help you establish the pace of your delivery and get a better feel for timing, transition and balance of your presentation. It is also important to rehearse with props and all equipment that will be used. Ideally, a dry-run in the venue that you will be presenting will help work out any kinks or possible malfunctions.

Being prepared is one of the most important things you can do to ensure success. Studies have shown that practice actually results in spontaneity because you are more comfortable with the information. Practicing with a wide variety of audiences that will constructively critique you afterwards will help you with that comfort level. The more prepared you are, the less nervous you will be.

It’s also a good idea to think about the presentation room logistics. For example, consider the location of the audience, where you will be situated and your equipment will reside, room temperature, and what opportunities you will have to interact with the audience. A connection is possibly one of the most important elements to the success of a presentation. Obviously, if you are in a large auditorium or theater, you are not going to be able to have one-on-one time or dialogue with all audience members. If you are unable to have that close interactive time with participants, it is prudent to make yourself available during breaks or after the session. Handouts can be effective tools for communicating information and reinforcing your messages, but they can also be a distraction. Consider distributing handouts at the end of the presentation.

Follow-up also is very important. It is smart to make your contact information easily accessible and clear to participants. The same goes for contacting the participants yourself. If the presentation host supplies audience contact information, it is best to contact participants within a week to offer additional information as appropriate.


The Presentation: Always be Prepared

Often times, some of the keys to success are overlooked. For example, it is important to know when the host wants you to arrive. Further, it is crucial to ensure you are dressed appropriately. You will not bestow very much confidence on your peers if you are late to your own presentation or show up in jeans and a t-shirt. But, if your audience is dressed casually, a suit may be overkill. Check with the host to find out what is appropriate, but it is always best to be overdressed than underdressed.

The delivery of the presentation is as important as the content itself. The first step is to build rapport with the audience so they can relate to you. You also want to build confidence, trust and credibility. If the audience is unable to understand what you are saying because of an accent or you are speaking too fast or have poor diction, everything you have worked for is a complete loss. Make sure that you speak slowly and concisely. Try to eliminate crutch words and vocalized pauses (uh, um, ah, etc.) or any other nervous habit (fidgiting, fumbling, gestures, etc.) that distracts the audience. And, while ice-breakers or jokes are good ways to alleviate nervousness, keep them clean and light. When used properly, humor can help you build a rapport and engage the audience. Do not target anyone specifically, including yourself. Self-deprecating humor can be funny, but don't make yourself look stupid. Body language and non-verbal communication also has a tremendous impact on the audience. Be sure to stand up straight, lean forward and make direct contact with the audience by making eye contact with different people in the audience.

And, always try to avoid the unexpected. While it is impossible to account for everything that can go wrong, making sure that all computer programs are running correctly during a dry-run will help avoid kinks and malfunctions that might pop up. For example, making sure any instant messengers are closed, Outlook is closed (email notifications), sound checks (microphones and speaker system is working correctly), the projector is working properly and that you have a back-up cd or flash-drive in case something breaks or malfunctions.

Next Steps

By following the aforementioned steps, you’ll alleviate many of the stresses related to making a technical presentation. But, even more important, by making a successful technical presentation, you’ll benefit from the third-party credibility earned through such professional opportunities.

The Difference Between Sales and Marketing For AEC Firms

Because of the lack of understanding and formal training about marketing, there is often confusion about the difference between marketing and sales. Larger AEC firms may have a sales staff and marketing professionals, too often the roles are lumped together. While marketing and sales are both part of the business development function, it is important to understand the difference between the two functional areas.

Marketing’s role is to help condition the environment for a sale by systematically identifying needs and wants, then develop and implement a plan to communicate potential solutions to satisfying that demand.

Sales’ role is to focus on building and maintaining relations that lead to the sale of profitable opportunities. To be truly effective, marketing and sales professional must work very closely together, both as part of a firm’s business development process.

Effective AEC firms understand how the two functions can work in concert.

Leading With Marketing Authors to Speak at SMPS

Brian Gallagher and Kimberly Kayler, authors of Leading With Marketing, will be speaking at the Society for Marketing Professional Services (SMPS) Southeast Regional Conferrence (SERC) in Charlotte, NC on March 29, 2012.

Gallagher and Kalyer will present a session on how successful architecture, engineering, and construction (AEC) firms become leaders in their markets. The session will focus on how successful firms don't view marketing as an expense, but as a strategic approach to winning. Leading With Marketing embodies how an AEC firm should approach their business, their marketplace and their customers. When companies lead with marketing, they stragegically choose which markets to target, what to offer, how to differentiate, how to communicate, and how to win.

Join us in Charlotte on March 28-30, 2012 for the SMPS Southeastern Regional Conference.

FMI Releases Nonresidential Construction Index for the First Quarter, 2012

FMI (www.fminet.com), the largest provider of management consulting and investment banking to the engineering and construction industry, announces the release of its Nonresidential Construction Index report for the first quarter of 2012.
The NRCI gained 7.8 points over last quarter to 58.1 this quarter. This positive move to start the new year is not exactly the sign of a bull market for construction, but continuing confirmation that panelists believe that the construction activity is following the lead of the slowly improving economy. There are good signs in hiring plans for 2012, as well as construction-put-in-place predictions. However, panelists indicate that low project pricing and high competition are still driving the market place.

• Hiring: A five percentage points increase over this time last year, 42 percent of panelists indicated a zero to five percent increase in full-time direct employees. Additionally, fewer panelists indicated a reduction in salaried employees.

• Construction Put In Place: Expectations for CPIP are positive but cautious, as 41.3 percent of panelists expect growth of 0.5 to 2.5 percent for 2012.

• Overall Economy: The component for the overall economy showed the strongest improvement of all index components with a jump from 43.6 last quarter to 68.7 in the first quarter, a 25 point gain. This score reflects the improvement in many economic indicators including the unemployment rate.

• Nonresidential Building Construction Market Where Panelists Do Business: At just 54.9, the local markets for nonresidential construction are inching ahead. However, panelist responses reflect a perception that their own business is performing a bit better than the overall nonresidential construction market. This indicates that local markets are still very competitive.

• Cost of Materials: Despite a slow economy, material costs continue to rise, with no panelists indicating material costs were lower than last quarter. The cost of materials component moved down nearly 5 points to 26.2. This factor is continuing drag on the overall index and is likely to raise the cost of projects while lowering profit margins for contractors.

• Cost of Labor: The cost of labor improved just slightly to 41.5, indicating little change over the score of 40.0 last quarter. However, no panelists indicated they were experiencing lower labor costs.

• Productivity: Contractors are continuing to make moderate gains in productivity. However, at 52.9, this component is still too weak to offset rising costs for labor and materials.

To download a copy of the full report, click here. For reprint permission or to schedule an interview with the author, please contact Sarah Avallone at 919.785.9221 or savallone@fminet.com.

Will You Be Ready?

I recently attended an Economic Summit focused on commercial real estate and construction. Like the other attendees, I was eager to hear what the panel of experts had to say about the economy. As expected, uncertainty was the common theme relayed by each speaker. In reality, no one knows what the future holds for the AEC industry. The stimulus package has not really had the impact on construction many had hoped for when it passed Congress. While we cannot predict how soon the construction industry will rebound, we can start to plant the seeds to position our companies for business when the rebound happens.

For AEC marketers, this should involve developing and implementing strategic marketing plans and tactics. Previously, I’ve written about the importance of marketing in a down economy. Investing in marketing is even more critical as we start a recovery. While I doubt we will come out of this economic downturn as quickly as we have in the past, I believe it will be faster than most expect. Marketing has a critical role in an AEC organization. The role is being a strategic thought leader, and that includes vision. Firms need to invest in activities to build awareness, deliver messages and position the firm. These activities are even more important in a soft economy.

Now is a great time to invest in marketing. Many companies have cut back on marketing investments and activities. Just look at any industry trade publication and see that advertising is down. When advertising is down, there’s an even greater opportunity for you to stand out as you are competing with fewer messages. Trade show attendance is down significantly. However, by cutting out key industry shows, you may be conspicuously absent and send the wrong message to your customers. An interesting fact I’ve observed is that show attendance may down, but those attending the shows seem to be serious buyers.

Social media and digital marketing are also effective ways to maintain your company’s presence in the market place. All digital and social efforts, however, need to be part of the overall marketing communications strategy.

Consider using direct response tools to remind and inform your prospects and customers about your services. Share completed projects, news and resources with them. This can be effective to remain relevant, maintain your brand position and generate leads.

Most importantly, keep your sales team in front of customers. Your sales assets are your best link to the customer. While the customers may not be buying today, they will buy from those who continued to call on them.

Invest now in marketing to raise your image and provide your clients with good information, resources and advise. No one knows when we will rebound, but by continuing to invest in marketing you will be ready.

Crisis Creates Opportunities For AEC Firms

"When written in Chinese, the word "crisis" is composed of two characters. One represents danger and the other represents opportunity." -John F. Kennedy

The prognosis for the economy in the AEC Industry remains unclear. Uncertainty remains the biggest concern for the construction industry. However, when there's crisis and uncertainty, there's opportunity.

-Government stimulus package legislation is likely to be introduced and passed early in Obama’s administration. Infrastructure, institutional and community projects are likely to benefit the most. States are preparing “Ready To Go” Lists for projects.

-The credit market remains tight, which makes is difficult for companies to access capital for new construction, expansion and development projects.

-Prices for construction materials and commodities have plunges after a rapid rise in prices. As demand has dried-up, prices have fallen.

-Consumers spending is still tepid due to uncertainty, specifically a drop in there personal wealth, plunging housing values, and fear about job loss.

-Talent will become available from solid AEC firms.

While there is considerable uncertainty, there are several approaches and strategies AEC firms can take to weather the economic situation and be positioned for opportunities when the economy improves.

Focus on Key Customers- Continue to maintaining and developing customer relationships. Focus business development efforts on key clients and building loyalty. Also protect your key clients from competitors. Communicate regularly with your clients and convey a message of strength and stability. Customers want to work with a vendor they can trust and rely on in difficult times. Also consider offering more services and handling different projects for your key customers.

Communication- Communicate regularly and clearly with your employees. Your employees are barraged with negative media messages about the economy. You have an important role to communicate with your employees candidly about your business and marketplace. Consider engaging them in finding cost-saving strategies.

Change Your BD Strategy- Many companies have cancelled or delayed large capital and maintenance projects. Demand is shrinking. While your customers or prospective customers have financial constraints, this does not mean all projects will be cancelled. Your job is to understand their financial condition, verify funding sources, and understand how you can tap their budgets. Consider breaking a large project into smaller projects, offering some incentives or bundling work. Be flexible by working with your customer to create win-win solutions. Also seek to build diversity and consider other types of projects your firm may not have considered in the past.

Modify Your Marketing Messaging- The financial crisis has turned the business world upside down. Several long standing and trust financial companies are gone or have been acquired. Stability can no longer be assumed. If your company is fortunate to have a long history, focus on your stability in your marketing messages.

Focus on Effective Marketing- Many companies decrease marketing investments during tough economic times. In fact, marketing is one of the first things to get cut. This is a great time to invest in marketing. Publishers are typically willing to negotiate favorable terms. Fewer people are advertising so your ads and messages have a better chance to cut through the clutter. Also consider shifting dollars to web marketing initiatives such as SEO and Web 2.0 efforts.

Focus on Niches- Identify key niches or market segments where you have a strategic or competitive advantage. The reality of challenging economic situation is that there are more bidders on projects and prices typically go lower. Offering value-added services and having a clear focus on markets that are not solely price driven will help you weather the storm.

Upgrade Your Talent- For the first time in many years, talent supply exceeds demand in the construction industry. Talent, including engineers, project managers, and business development people, is available. This is a key time and opportunity to add key resources that will strengthen your firm.

Marketing in a Down Economy

As the economy continues its slow recovery, businesses in the construction industry face dynamic challenges. However, while many tighten their belts and cut their expenditures, in challenging economic times and competitive conditions, marketing is more important than ever. While dollars may be tight, studies show that a consistent presence in the marketplace now will pay dividends in the future. The challenging economy presents an excellent opportunity to review your marketing efforts and ensure you are acquiring new and retaining existing customers. Further, many have shown that marketing dollars invested in a down economy are actually more valuable than those spent in a good economy as you gain greater market presence.

Regardless of the economy, marketing strategies must be constantly reviewed to ensure business goals are being met. This is definitely true in a down economy, as it is a great time to take advantage of limited marketing spending by others, which improves your chances of getting noticed and standing out. In other words, turn the challenging economy into an opportunity. Although it may seem prudent or even appear to be a good business decision to cut back on marketing costs to “save money,” it is very important to maintain consistency and stay true to your marketing goals. After all, the need for building a brand and creating awareness, as well as generating leads for opportunities, doesn’t go away when the economy is sluggish. In fact, it is more important than ever.

Many would even argue that marketing during a downturn actually gets you more “bang for your buck.” In fact, marketing dollars invested during down economies when others are cutting back are more valuable than dollars spent in more vibrant economies. This is because that dollar spent represents a greater share of the total marketing expenditure. After all, when your competitors choose to cut back on their advertising and marketing budgets, such a scenario results in less of a presence from your competition in the marketplace and a greater impact will be realized with your efforts. For example, as competitors cut back marketing spending, they are likely cutting back on investments in search engine optimization and marketing. Take advantage of this and rise in the search engine result pages. Further, with decreased revenue, many publications may be willing to negotiate lower prices or value-added package deals, editorial opportunities, or even merchandising opportunities. It also is a great time to invest in public relations as publications may tighten their freelance budgets and are likely looking for article content. Another opportunity may be creative partnerships with vendors such as trade show hosts, printers, advertizing agencies and more as these firms want to keep their own staffs busy and may be willing to negotiate more than during the bustling times. Digital media is another opportunity. Be sure to take advantage of the efficiencies of digital which include lower costs and improved tracking opportunities.

Marketing and advertising during a sluggish economy also boosts the confidence that customers and potential customers have in your company as your consistent market presence will deliver the message that you are a strong, viable, stable company. Such a message contributes to long-term brand building and supports your differentiation strategy. And, when the economy builds again, the top-of-mind awareness you’ve built will result in a sustainable competitive advantage.

In sales, there typically is not a better source of future revenue then your current customers. And, this holds true in tight economic times. Your current customers already have a relationship with you, and hopefully you have performed for them. Marketing to your current customers is critical during downturns. Continue to invest in integrated marketing programs to maintain constant contact with your customers. Find more ways to add value by offering current customers a new or expanded offering of services and products. Offering complimentary services and products is an excellent way of providing more value to your customers. This can also be achieved by forming strategic alliances with companies that offer complementary products and services. Again, the goal is to find opportunities to provide more value and forge deeper relationships.

While downturns in the economy are challenging, they also force us to look at our activities and initiatives and make tough decisions. In reality, this is a very healthy process, and forces us to look at the return on marketing investment. A critical evaluation of marketing investments will result in greater efficiencies and more effective programs.

Consistency is important in marketing. Consistent investments in marketing yield consistent results in terms of lead, opportunities, closed sales and ultimately, profits. Resist the urge to slash marketing investment and seize the opportunity build your brand, generate more opportunities, and drive more profitable revenue.

Marketing In The Concrete Industry

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.