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Marketing, the industry and the downturn

Marketing, the industry and the downturn. How we got the results. 130 indepth phone interviews in August-September A mix of plant, products and service companies Marketing spend in construction industry over £30,000. What do you want?. Now Brand awareness – 46, 29 Sales leads- 42, 21

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Marketing, the industry and the downturn

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  1. Marketing, the industry and the downturn

  2. How we got the results • 130 indepth phone interviews in August-September • A mix of plant, products and service companies • Marketing spend in construction industry over £30,000

  3. What do you want? Now • Brand awareness – 46, 29 • Sales leads- 42, 21 • Specific products/services – 34, 20 • Changes • 22% change – move towards leads

  4. Show me the money Average budgets • Materials - £177k • Plant - £141k • Agencies - £177k • Site services - £121k • Commercial vehicles - £70k • Law - £63k

  5. Downturn hits… Spend in rest of financial year Up 11 Down 30 Same 52 Don’t know 7 BALANCE -19% (or 4.5% of spend)

  6. ..by sector • Materials -39 • Plant -26 • Commercial vehicles -33 • IT/comms +22 • Site services -15 • Law -40 • Agencies -5

  7. Picture in 2009-10 Spend in next financial year Up 28 Down 23 Same 35 Don’t know 14 BALANCE +5% (zero effect on spend)

  8. …by sector * Materials -12 • Plant +11 • Commercial vehicles 0 • IT/comms +51 • Site services +36 • Law 0 • Agencies -6

  9. What you use Advert in trade press 85/24 • Direct mail 69/17 • E-marketing 93/16 • Literature 77/8 • Seminars/conferences 58/8 • Exhibitions 68/5 • Adverts in directories 62/2

  10. Three most popular… • Advert in trade journal 24/52 • Direct mail 17/40 • E-marketing 16/48

  11. E-marketing used • Own web site and email 89 • SEO 62 • Other peoples website 48 • Webinars 15 • Other 13

  12. Return on investment… * Internet or e-marketing 32 • Adverts in trade press 18 • Direct mail 18 • Telesales 11 • Hard copy brochures 8 • Exhibitions 8 • Corporate hospitality 6

  13. Trends in behaviour… • E-marketing 77/5 • Seminars/conferences 22/8 • Direct mail 22/12 • Adverts in trades 20/35 • Exhibitions 17/14 • Events 7/15

  14. What trade journals? • Construction News 72/37 • Contract Journal 54/19 • Building 32/15 • NCE 7/0 • Professional Builder 7/2 • PMJ 3/1

  15. How do you choose? • Quality of readership 42 • Quantity of readers 23 • Cost 13 • Upcoming features 11 • Agency decide 8 • Research what target reads 5

  16. Which is best targeted • Construction News 55/44 • Contract Journal 27/18 • Building 21/12 • Other 13/34

  17. Interest in… * Regional 44/22 • Networking events 14/45 • Digital editions 18/35 • Email alerts 14/33 • Web sponsorship 14/34 • Video/audio 12/35 • Awards 12/35

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