There are two types of people. One thinks they’ve learned everything there is to know about their respective industry. The other hopes that’s not the case and wants to keep learning no matter where they’re at in their career. Which one are you?
The construction industry draws some of the most talented, analytical minds that society has to offer. Our towns, cities, and communities wouldn’t be possible without them.
However, it’s easy to lose track of marketing and other essential business practices that are constantly changing. For those who are always looking to learn more, 247Mass.com reached out to Neil M. Brown, Chairman and Chief Marketing Officer of the Construction Marketing Association. Here’s what he had to say:
How did you come to create the Construction Marketing Association?
I founded the CMA in 2010 after realizing that existing marketing associations, including the American Marketing Association, were broad-based and did not have any programs or resources relevant to marketers in construction. So we created one. We looked at existing associations and created our own version that is specifically focused on the construction industry.
As an association, our mission is to educate, train, and provide networking and recognition programs in addition to professional certification. In support of that mission, I’ve created and implemented programs including a series of webcasts, our annual CMA STAR Awards, and our Certified Construction Marketing Professional (CCMP) program.
Who are your most common customers?
We provide marketing services to both construction service firms and brands that sell to construction firms. Depending on the size of the company, we work with the president or a marketing contact. Because of our specialized experience, we work with clients across North America and throughout the world. Brands that sell to construction firms tend to be more sophisticated in their marketing requirements and have bigger budgets.
Construction is one of the largest sectors in the world today, so students and professionals involved in the marketing and construction sectors will find these resources relevant and useful. The scope includes brands that market and sell to the construction industry (ex: building products and equipment manufacturers).
What pro tip would you offer construction companies and/or contractors in regards to marketing their business?
Emphasize digital. Digital encompasses websites, search, social media, content, and email. Construction brands need to embrace digital excellence. There is no excuse not to. This requires some investment and professionalism, so don’t try to do it all yourself. Hire a professional.
Can you name a specific business or client that has benefited from embracing digital excellence and explain how?
In the Chicago market, the largest remodeling firm spends millions on all types of advertising from TV commercials to billboards to paid search. We were able to steal market share from this Goliath via superior digital marketing for a fraction of the cost of cost prohibitive TV.
Check out 247Mass.com’s course offerings today!