This past week I received a copy of Mark Buckshon’s new book Construction Marketing Ideas and I must say that I am impressed. It provides a comprehensive overview of not simply the basics of marketing, but truly how to leverage marketing to bring work in the door. Since I am a sucker for stories I have especially enjoyed the stories from others in the industry that have faced so many of the same problems that we all face and have found unique ways to solve those problems.
I definitely agree with Mark on the role of associations in building an effective marketing program:
Association marketing: Your untapped gold mine
After attending a Society for Marketing Professional Services (SMSP) annual Build Business convention in Denver, Colorado, our family visited a small working gold mine. The miner, after years of low gold prices, had discovered a way to survive by selling site visits to tourists. With gold prices soaring, the actual mining operation is now thriving. Nevertheless, the tourist revenue continues to create an exceptionally profitable business. However, the miner doesn’t need to dress the place up as a tourist site; it is a working mine, after all.
Discovering untapped resources
From a marketing perspective, associations have similarities to the gold mine. They can seem expensive, and while you can sometimes find nuggets on the surface, the best value is deep within your participation. However, unlike the mine, which (even if it can continue for decades) is a depleting resource, effective association participation results in increasing advantages until you hit the mother load of consistent, repeating opportunities.
It took me a long time to appreciate why associations are so valuable for marketing, and my research suggests that many people give up before they achieve success. A senior SMPS member said the association struggles with people who join, then quit after a year or two. “This turnover is disturbing, because the real value in membership comes with time and the networking and leads developed over the years,” he said.
A wealth of leads
When leveraged actively and consistently associations can provide a wealth of new project leads. More importantly for me has been that my involvement in great associations (such as the Society for Marketing Professional Services) have yielded true friendships. It is an amazing thing to enjoy going to work every day to achieve success with true friends.
Construction Marketing Ideas
If you haven’t already done so let me encourage you to pick up a copy of Construction Marketing Ideas by Mark Buckshon.