Marketing Planning Best Practices
for Construction - Webcast
2011 Marketing Outlook/Trends
October 15, 2010
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©2010 Construction Marketing Advisors. All Rights Reserved.
Welcome
Today’s Speaker:
Neil Brown
Chairman
Construction Marketing Association
neil@ConstructionMarketingAssociation.org
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Agenda – Marketing Planning
1. Why Marketing Planning is Important?
2. The three (3) types of marketing plans
3. How to establish marketing budgets
4. A marketing planning checklist
5. Results of the 2011 Marketing Outlook survey
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Marketing Planning
Why is Marketing Planning Important?
1.
Most construction categories have declined in this recession
2.
Measuring and reporting results a top priority
3.
Marketing budgets/spending being scrutinized more than ever
4.
Marketing effectiveness, efficiencies key
5.
Seat-of-the-pants marketing not cutting it
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Marketing Planning
3 Types of Marketing Plans
1.
Project or functional marketing plans
2.
Tactical marketing plans
3.
Strategic marketing plans
4.
Note that business plans can have a marketing portion (which
tends to be strategic)
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Marketing Planning
Project or Functional Marketing Plans
1.
Project plans identify and detail steps, schedules, objectives,
measures, budgets for a specific project.


2.
New Website development and launch
Email campaigns to vertical trade contractors
Functional plans focus on groups of activities



Advertising/media plan/schedules
Trade show plan
Publicity plan
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Marketing Planning
Tactical Marketing Plans
1.
Complete marketing activity plan with schedules or calendar,
budgets

Consolidated project plans
2.
NO strategy, research, situation analysis, etc.
3.
Identifies, details ALL marketing programs, initiatives, campaigns
4.
Could be as simple as a spreadsheet
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Marketing Planning
Strategic Marketing Plans
1.
Longer time frame (typically 3-5 years)
2.
Analysis and research support (segmentation, positioning,
primary research, competitive analysis)
3.
Possible financial analysis, projections, capital spending,
measures
4.
Updated annually
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Marketing Planning
Marketing Budgeting – 3 Types
1.
Percentage increase or decrease (vs. prior year budget)
2.
Task and objective
3.
Percentage of sales
4.
Combination of above
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Marketing Planning
Marketing Budgeting – 3 Types
1.
Percentage increase/decrease vs. prior year budget


2.
Task and objective budgeting
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

3.
Sometimes called zero-based budgeting
Appealing as budgets relate directly to activities
Easy with detailed tactical or functional plans
Percentage of sales

1.
Most common
Easiest, rubber stamp, less common in today’s economy
Compare to competitors, industry benchmarks
Combination of above (consider all types, hybrid)
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Marketing Planning
Marketing Budgeting – Competitive Benchmarking
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Marketing Planning
Marketing Planning Checklist
BACKGROUND (cont’d)
BACKGROUND
d. Competitors
a. Company or brand
i. Market share
i. Historical sales, margins, volume
ii. Branding/positioning
ii. Economic drivers (macro)
iii. Key marketing initiatives
iii. SWOT analysis
iv. Intelligence
b. Market Analysis targets
e. Prior Marketing Programs and Results
i. Market sizing
i. Sales
ii. Market segmentation
ii. Inquiries/sales leads/new customers
iii. Customer identification (incl. demographics)
iii. Website traffic statistics (Google analytics, host
iv. Channels of distribution
stats)
iv. Sales process (incl. cycle)
iv. Other measures
c. Market Research
i. Secondary research (internet, assoc.,
publications)
ii. Syndicated research (Dodge Reports, Reed
Construction Data, EDA, other)
iii. Primary research (surveys, interviews, focus
groups)
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Marketing Planning
Marketing Planning Checklist
OBJECTIVES
a. Sales (Revenue, Volume, Margin)
b. Market share
c. Other measures (ROI, payback, breakeven)
STRATEGIES
a. How to achieve objectives, not specific tactics
i. New products
ii. New markets
iii. Promotions
iv. New Programs
v. Customer initiatives
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Marketing Planning
Marketing Planning Checklist
TACTICS
a. Branding
i. Re-branding
ii. Naming
iii. Identity
iv. Sub-branding, trademark registration, identity
standards
b. Internet
i. Website development, re-development,
microsites, landing pages
ii. Search engine optimization (SEO), search
engine marketing (SEM)
iii. Social media (profiles, content, blog and
forum posts)
iv. Email campaigns (landing pages, registration
forms)
v. Webcasts, webinars, web conferences
TACTICS (cont’d)
c. Advertising
i. Media (research, planning, contracts, traffic)
ii. Print (trade publications)
iii. Online (banners, directories, Google AdWords)
iv. Broadcast (TV, radio)
b. Publicity
i. News releases
ii. Press list
iii. Press kit
iv. Press events
v. Article (writing, placement)
vi. Media relations
vii. Distribution (internet, wire service)
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Marketing Planning
Marketing Planning Checklist
TACTICS (cont’d)
e. Sales Promotion
i. Programs
ii. Training
iii. Contests, coupons, sweepstakes
f. Collateral
i. Brochures, product sheets, flyers
ii. Catalogs, manuals, instructions, installation
iii. Educational content (white papers, guides, etc)
g. Trade Shows and Events (nat’l, intn’l, regional, local)
i. Exhibit design
ii. Booth graphics
iv. Pre-show promotion
v. Lead management
TACTICS (cont’d)
h. Channel Marketing
i. Dealer or distributor programs
ii. Promotions
iii. Merchandising support, POP, packaging
iv. Training programs
v. Launch kits
vi. MDF or Co-op programs
i. Direct Marketing
i. Direct mail
ii. Database marketing/Lead Management
iii. List procurement
iv. Email, Webcasts
j. Photography and video (supports above tactics)
CONFIDENTIAL DOCUMENT
©2010 Construction Marketing Advisors. All Rights Reserved.
Marketing Planning
Marketing Planning Checklist
TACTICS (cont’d)
e. Sales Promotion
i. Programs
ii. Training
iii. Contests, coupons, sweepstakes
f. Collateral
i. Brochures, product sheets, flyers
ii. Catalogs, manuals, instructions, installation
iii. Educational content (white papers, guides, etc)
g. Trade Shows and Events (nat’l, intn’l, regional, local)
i. Exhibit design
ii. Booth graphics
iv. Pre-show promotion
v. Lead management
TACTICS (cont’d)
h. Channel Marketing
i. Dealer or distributor programs
ii. Promotions
iii. Merchandising support, POP, packaging
iv. Training programs
v. Launch kits
vi. MDF or Co-op programs
i. Direct Marketing
i. Direct mail
ii. Database marketing/Lead Management
iii. List procurement
iv. Email, Webcasts
j. Photography and video (supports above tactics)
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Marketing Planning
Getting started
1.
Review prior years plans
2.
Solicit input on changing customer and market conditions
3.
Use marketing plan templates or spreadsheets
4.
Do competitive and industry analysis and benchmarking
5.
Review 2011 Marketing Outlook survey results!
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2011 Construction
Marketing Outlook
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2011 Marketing Outlook
September survey through SurveyMonkey, results from
a statistically relevant sample
1. 2011 Budget Outlook (increasing/decreasing/same)
2. What is most important marketing priority for 2011?
3. Which marketing tactics will increase in 2011?
4. Which tactics will decrease in 2011?
5. Company type or classification
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2011 Budget Outlook
For the coming fiscal year, do you intend to:
1.
2.
3.
Increase marketing activities and budgets?
Decrease marketing activities and budgets?
Stay the same as this fiscal year?
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2011 Marketing Priorities
What is the most important marketing priority for 2011?
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2011 Marketing Tactics
What marketing tactics will increase/decrease for 2011?
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2011 Marketing Tactics
What category or classification best describes your company?
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Marketing Outlook – Summary
1.
For the coming fiscal year, do you intend to increase or decrease
marketing activities and budgets?
•
•
•
2.
What is most important marketing priority for 2011?
•
•
•
•
3.
Measuring results #1 priority (21%), budgeting at 8%
Internet #2 (17%) including websites, SEO and Social Media
Implementing marketing programs (14%) and sales leads (11%)
Advertising and PR lower priorities (3% each)
Which marketing tactics will increase/decrease in 2011?
•
•
4.
65% plan to increase marketing activities and budgets
23% plan to decrease marketing activities and budgets?
12% plan to stay the same
Almost all to increase Internet, Social Media and PR
Trade shows decreasing for majority, advertising equal
Company type or classification
•
•
Majority architectural, engineering, construction (AEC) firms
Building materials, home builders, remodelers, equipment
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Q&A
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Thank You!
The Construction Marketing Association (CMA) is a network of
marketing managers and executives in construction-related
fields. CMA provides professional development and training,
resources and information, networking and recognition.
Find us:
www.ConstructionMarketingAssociation.org
www.ConstructionMarketingBlog.org
Twitter.com/ConstructMarket
Facebook.com/ConstructMarket
LinkedIn.com (Construction Marketing Association Group)
Next Webcast: Measuring Marketing Results
November 15, 2010
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