Marketing & Selling

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT

MarketingThe market position you propose to adopt (low cost vs high value)

How you will brand your business

How you will package your product or service

>>DEPARTMENT of CONSTRUCTION

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT

SellingSales & Promotion StrategyWhat is your unique selling proposition and key sales message (expressed as a single sentence).

Where and how you will sell your product or service

What promotional tactics will you use.

>>DEPARTMENT of CONSTRUCTION

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT

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Relationship Marketing

Building relationships with a network of customers and suppliers to create a symbiotic relationship that delivers value to all parties

Allianceing (project specific relationship)Strategic partnershipsWarehouse / Naylor Love

Architects with long term relationshipsASC National Bank & McDonalds

Reading: Das Narayandas “Building Loyalty in Business Markets”

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT

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Promotion and Sales

If you are waiting for customers to find you – you may wait a long time!

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT

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Your target market needs to be defined in a way that your potential customers are specific people that you can identify and find a way to talk to in person

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT

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Unique selling proposition

When they ask you “why should I use you rather than someone else” you need an answer

We are cheaperWe deliver better value by -----

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT

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Promotion

There is no substitute for face to face contact

You do need to work at keeping your name in front of potential customers:Social events (your and others)Information updates

Permission marketing (see NZTE document)SpammingYour presence on the web

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT

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Collateral You need the stuff that gives you credibility

BrochuresWeb site

Despite what I’ve said earlier customers may find you via your website

>>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT

ReadingChris Preece

Marketing and Promotional Strategies in Construction

In: Langford & Male 2008 Strategic Management in Construction (ebook)

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