Web page header

 Construction Sales and Marketing Newsletter       August 2011

In This Issue
Construction Market Activity
National Planning Policy Framework
Taking Sustainability to the Consumer
The Importance of your website
Setting your Marketing Budget
Courses and Seminars

 

Dear

 

Welcome to this month's edition of the Marketing Newsletter. We have details of the National Planning Policy Framework consultation, the latest research into what specifiers want from manufacturer websites, and an invitation to participate in a survey on marketing spend. We also preview a report written by Competitive Advantage and just published, "Taking Sustainability to the Consumer" which suggests ways that the construction industry can engage with the home owner to promote the Green Deal.

 

Construction Market Activity

Another month dominated by bad news, with the recent worldwide financial crisis and Bank of England's downgrading of UK growth estimates contributing to construction uncertainty amidst fears that financial institutions will reduce their lending for mortgages and construction projects. Despite a small 0.2% increase in July, House prices have fallen by 1.2% year on year according to the Nationwide. The Halifax view is of an annual decline of 2.6% with RICS reporting a flat market .

 

In its Construction Trade Survey the CPA said that 37% of building contractors, on balance, reported activity contracted between 2010 Q2 and 2011 Q2. We have also seen drops in profits reported by contractors such as Laing O'Rourke and Morgan Sindall.

 

The ONS also caused a stir by revising its construction industry output figures, first up and then back down due to an "arithmetical error". The final construction output figures show that total construction output rose by 0.5% in the second quarter, but this was down on the equivalent quarter last year. In quarter 2 new work increased by 2.4% while maintenance fell by 3.2%.

 

In all measures of construction activity there is a polarisation between Greater London which is performing much better than the remainder of the country.

 

National Planning Policy Framework

The Government has launched its National Planning Policy Framework consultation. The draft document is available for download along with details of how to provide feedback. There are a series of workshops being held in early September but these are already starting to be oversubscribed. Closing date for consultation is 17th October 2011.

 

The Government see this as a key part of their reforms to make the planning system less complex and more accessible, and to promote sustainable growth.

 

Taking Sustainability to the Consumer

The Green Deal is now almost a year away from launch and CIMCIG has been concerned that the construction industry is not gearing up to fully exploit the biggest opportunity for construction this decade. I was thus commissioned to write the 2011 CIMCIG Report "Taking Sustainability to the Consumer". Drawing on recently published work, it provides suggestions focused on the opportunities that the Green Deal will provide for companies who wish to develop this market.

 

The report has just been published and can be downloaded from the CIMCIG website.

 

The Importance of Your Website

RIBA Insight has just published a new report What Specifiers want from Product Manufactruers. Pages 17 to 19 provide some useful information concerning sources of information for specification writing. It shows that manufacturer websites are the most important information resource. It confirms the importance of providing good levels of technical information on websites, including price information - a touchy subject for many manufacturers. In view of the recent focus on BIM it is also interesting to note that 64% consider it important to include BIM objects on websites.

 

Setting Your Marketing Budget

As people start to develop their budgets for next year there will be pressure to justify expenditure. At the moment there are no published benchmarks for the construction industry to allow comparison. We are running a survey to gather information on marketing spend as a proportion of turnover, how this is divided between different activities and use of digital media. The survey will run until the end of September and those who participate will receive a free copy of the report. Responses are anonymous, with a separate mechanism for collecting contact details so that it will not be possible to link responses back to respondents. If you would like to know how your budget compares with the industry, complete the survey.

 

Courses and Seminars

Just as the stores start promoting "Back to School" almost before the end of term I'll remind you about autumn courses while you are still enjoying your holidays. 

 

Construction Industry Sales Skills on 20th September.

A one day programme delivered by Competitive Advantage at the Building Centre in London.

Designed for those new to sales, those working in customer facing roles and as a refresher for the established sales person. This course covers the core skills necessary to be effective in both external and internal sales roles, including solutions to problems, building relationships, telephone skills and the sales meeting.

 

CIMCIG Northern Conference on 21st September.

An afternoon seminar organised by CIMCIG at the Manchester Conference Centre.

The event will examine current issues around procurement in the construction industry with speakers putting forward perspectives from the industry as well as from the client-side. Delegates should leave with an increased understanding of the current situation as well as gaining insight into both strategic and operational issues surrounding procurement, and how these can be used effectively within their organisation.

 

The Changing Face of Specification on 22nd September.

An afternoon seminar organised by CIMCIG at the Building Centre in London.

For some time now specification writing has been a team affair. As well as hearing from the Architect, this seminar gives us the views of Specification Writer, Building Services Engineer and Quantity Surveyor. It also provides an explanation of the role of BIM as well as data drawn from the recent Construction Media Index on how best to reach the various professional groups.

 

Effective Specification Selling on 27th September.

A one day programme delivered by Competitive Advantage at the Building Centre in London.

Specification selling has become an extremely complex process with many influences on final product selection. The company which understands who the different specifiers are, what is important to them and the circumstances when they are most important has the greatest chance of sales success.

 

Marketing in the Construction Industry on 4th October.

A one day programme delivered by Competitive Advantage at the Building Centre in London.

Developed in response to demand for marketing training that is specific to the construction industry, this course is ideal for those with a basic marketing understanding who are new to the construction industry. It also provides a check list and source of new ideas for the more experienced marketing professional.

 

Key Account Management on 11th October.

A one day programme delivered by Competitive Advantage at the Building Centre in London.

As pressures on profitability increase companies need to develop new and imaginative methods of retaining customers. Key account identification and management is a process which does this, while using internal resources effectively.

 

Construction Industry Overview on 27th October.

A one day programme delivered by Competitive Advantage at our offices in Camberley, Surrey.

The inter-relationships and drivers that make up the construction industry are extremely complex. This course is designed for those new to the construction industry. Providing an industry overview it explains the drivers, influences and structure, the role of Professionals, Contractors and Suppliers and the different marketing segments.

 

Chris Ashworth
Competitive Advantage Consultancy Ltd

Email: chris@cadvantage.co.uk
Phone: 0844 6698728
Web: http://www.cadvantage.co.uk

 

 

Tel: 0844 6698728
Chris Ashworth 
CA Logo
Our Services 
  
The following Reports are available Online:

Join Our Mailing List 

CMA Awards