Greetings!
Welcome to this month's edition of the Marketing Newsletter which gives details of the CPA's new publication to encourage domestic refurbishment, provides a book review and details of some forthcoming events. Although there have been signs of a slow recovery in the market, most activity is on hold until we know the outcome of next week's emergency budget.
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| Construction Market Activity |
A cautious recovery for the construction market seems to be continuing with the RICS Construction Market Survey for quarter 1 of this year showing the first increase in total workloads since Q1 2008. There was considerable sector variation, with private commercial workloads showing the biggest gain, helped by the large retailers, while private industrial and infrastructure remain in negative territory.
In their May interim statement housebuilder Gleesons reported that private completions were ahead of the comparable period last year. While the Group expects trading to remain stable, they said that a sustained upturn in house sales must await a further increase in both mortgage availability and consumer confidence.
Travis Perkins also demonstrated confidence in the future by announcing a takeover of BSS Group. This will allow them to combine the plumbing and heating activities of the two businesses.
This mood was also supported by the latest Chartered Institute of Purchasing and Supply construction activity figure which show May to be slightly up on April and at its strongest since September 2007.
But as we await the effects on construction of the emergency budget on 22nd June various warnings of doom are being published. The National Housing Federation, which represents England's housing associations has warned that radical changes to the planning system combined with threatened funding cuts could see the number of social homes built this year slump by 65%, to just 20,390.
Meanwhile the new Housing Minister, Grant Shapps, said at a speech to the Royal Institution of Chartered Surveyors that the emergency budget would deliver "powerful incentives instead of meaningless targets" and "that we will be building more homes".
By the end of the month we should have a clearer idea of exactly what we can expect. |
| Introduction to Low Carbon Domestic Refurbishment |
The CPA has launched a new guide "An Introduction to Low Carbon Domestic Refurbishment". The guide is aimed at builders, householders, architects, surveyors, energy consultants, politicians and regulators. It provides clear information about how to refurbish in a way that improves the energy efficiency of the building and covers Floors, Walls, Roofs, Windows, External Doors, Air Tightness, Ventilation, Heating, Water and Electricity. Information is supported by case studies. Although setting out with good intentions it may be trying to do too much in one publication. However it is a useful reference document and could well provide inspiration for more focused company publications. |
| Book Review: Construction Marketing Ideas | |
Mark Buckshon is a journalist who publishes regional construction industry publications in the US and Canadian market. He is also a prolific Blogger.
Construction Marketing Ideas has been written for the North American Architectural, Engineering or Construction (AEC) business, but has much of relevance to those same companies in the UK. If you are not in this group it is still well worth a read as it contains plenty of useful ideas.
Many of his suggestions have been drawn from a few key businesses that he has got to know and all are practical. He also provides a number of useful references for further reading. The first half of the book sets out the foundations for an effective business, covering subjects such as brand, identifying strengths, customer relationships and the business plan. Then he moves on to make practical suggestions for promoting your business. For those who are not in small AEC companies, his views on the use of digital media will probably be most useful as they are based on practical experience.
Although there are a number of references to US organisations it is an easy book to read and contributes to a very small library of specialist construction marketing books. |
| Forthcoming Events |
Construction Marketing events in the next few months include:
RIBA Insight consultancies on 29th June in London and 6th July in Manchester
Marketing to Architects: An afternoon seminar organised by CIMCIG and held on 22nd September in London.
Forecasting for Construction: Always a useful event when the CPA's latest forecast is presented. This year's event is being held on 7th October in London. |
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Chris Ashworth
Competitive Advantage Consultancy Ltd
Phone: 0844 6698728
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Tel: 0844 6698728
Chris Ashworth |
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