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 Construction Sales and Marketing Newsletter       September 2011

In This Issue
Construction Market Activity
Future of PFI
Office for National Statistics Website
Are you Adding Value?
Winning Awards
Courses and Seminars

 

Dear

 

Welcome to this month's edition of the Marketing Newsletter. We have details of the Tresury Select Committee report on PFI, a new website from the ONS covering construction new orders and output. We also host articles written by David Mycock, detailing why adding value is of importance in these tough economic times and Ross Sturley, who details 10 criteria to help win awards.

Construction Market Activity

The ONS has published its latest figures for new orders, which do not make encouraging reading. New orders for Quarter 2 of 2011 fell by 16.3% compared with Quarter 1 of 2011 and fell by 23.2% compared with the same quarter in 2010. The total volume of all new orders is now at its lowest since the third quarter of 1980.

 

It's very hard to find anything encouraging in these figures; Private Industrial is the only sector which is up (6.6%) on the previous quarter and this is still below the equivalent quarter in 2010, it is also the smallest of the sectors measured in the report. Private Housing is up on the equivalent quarter in 2010, but below every quarter since.

 

This poor performance has been confirmed by Savills' who report that Commercial development activity fell in August at its sharpest rate for 11 months. Within London, activity was up by 11.7%, although the rest of the South-East saw a drop of 4.1%, and there was a 3.5% fall over the rest of the UK. One opportunity that Savills have identified is that an estimated 700 million sq ft of commercial floor space may need to undergo an energy efficiency overhaul by 2018.

 

Against this concerning news, there have been reports of strong performance from some of the UK's larger contractors. Mace reported an increase in revenue of 17% and increase in profits of 9% for 2010. Another strong performance came from Vinci UK with a 17.3% increase in revenue and 15.7% increase in profit for the first half of 2011. No doubt companies will struggle to continue this performance, but it should put them in a strong position to cope with the slowing of the market.

 

Finally, The Energy Bill has cleared the House of Commons with cross-party support. The Bill contains powers that will allow householders to pay for energy efficiency improvements to their homes, from the savings they make by using less gas and electricity, as part of the Green Deal funding arrangement.

Future of PFI

Private Finance Initiative (PFI) funding for new infrastructure, such as schools and hospitals, does not provide taxpayers with good value for money and stricter criteria should be introduced to govern its use, the Treasury Select Committee has concluded in a new report published on 19 August 2011. The poor value is as a result of the higher cost of borrowing for the private sector compared to government, which could be adding as much as 70% to the cost of a project. The committee has recommended that in future government could provide the funding for these projects.

 

Although criticising the cost of PFI it does not mean the end to these schemes which are now widely used throughout Europe. More likely is that a new means of funding projects will be developed. The Treasury is expected to respond to the report in October.

 

Office for National Statistics Website

The ONS has just launched a new website. This includes data on construction New Orders and Output. The new format is still a little difficult to follow, but there is a listing of all of their construction reports on a summary page. Included in this is the Construction Statistics Annual 2011. This is a useful document which includes data on many subjects including Planning Applications, National Lottery Funding, Local Authority Expenditure and Government Departments' Construction Plans. Don't download the document on the summary page as the links do not work, but there is a listing, with downloads hidden in the website.

Are You Adding Value?

In his recent blog article for CIMCIG Dave Mycock reminds us about why we add value and how this is measured. In these tough times, providing customers with value is one of the keys to survival and success, it is useful to be reminded.

 

In his summary Dave says "The lesson is that once you have established that your brand is different then you can start building trust with your customers. All of this means that adding value through differentiation requires a good deal of consideration. Get it right and you're laughing; get it wrong and you're Woolworths, C&A, Ratners, Laker Airlines, De Lorean and so on."
 
Read full article.

 

Winning Awards

Winning awards, be they run by Building, Construction News, other publications or CIMCIG's Construction Marketing Awards is a good means of raising profile. A useful article has been published by Ross Sturley a judge for the CMAs. He makes the point that many people do not read the judging criteria and consequently miss out important information hence failing in their bid. Ross lists 10 criteria when submitting a bid: Read the instructions; Hit the deadline; Get the judges' attention; Hit the judging criteria; Trust the judges; Don't do it on the side; Put people in it; Look at last year's winners; Keep it brief and Make it pretty.
 
Read full article

 

Courses and Seminars

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 
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