In the promotion of any company, including construction, three marketing elements are assumed: market research and potential consumers, advertising and PR. For market research to be effective, research needs to be done. Advertising is directly related to the budget - the more, the better and more effective. PR, contrary to the expectations of creativity, is associated with painstaking thoughtful work, however, as a result, it compensates for all the costs.
Instructions
Step 1
Study the market for construction services in your region, conduct marketing research. If you have the time, opportunity and energy to do all this yourself, do it yourself, if finances allow - with the help of an invited (hired) research company. The main thing to find out is who is the competitor of the company, what do competitors offer, why is their product or service in demand by your potential customers?
Step 2
Decide if the quality of your firm's construction services can be improved to maximize consumer interest. To do this, do the following. With the eyes of a professional, inspect the objects built by your competitors, remember everything, thoroughly study, analyze and honestly compare with the quality of construction of your objects. It is necessary that the services, technologies and materials that you offer are more profitable for consumers, more priority than what your colleagues offer in the same service market.
Step 3
Determine how you can advertise your firm. Whether it will be advertised through the media or the services of your company are quite specific (for example, the construction of VIP houses or swimming pools and water parks), so it is necessary to arrange “live” screenings at exhibition venues, or go out with offers directly to end consumers. Perhaps, in order to promote your company, it is better to use the services of cross-marketing partners in order to establish the promotion of diverse products and services that are designed for one audience. Not the last place can be occupied by the option of barter advertising - of course, this is real if your activity will be of interest to the owner of the advertising medium.
Step 4
Develop a PR campaign. The difference between PR and advertising is that PR is not so expensive. However, in order to promote a company, you need to "PR" regularly, and not periodically. That is why PR companies, as a rule, are developed immediately for a certain period - for example, for 6 months or a year.
Step 5
Create a strategy for promoting your company on the Internet. The World Wide Web is one of those types of advertising that require minimal investment. Create a website for your company. Online promotion is just one step, and virtual office is another. Try to make your site informative, navigable, and easy for search engines.
Step 6
Think about branding. To promote your company, take care of ensuring frequent contact between the target group and your brand.
Step 7
Consider creating newsworthy, i.e. about the possibility of free and often flickering on the pages of paper and electronic media - take an active part in the discussion of scientific or practical articles of a construction orientation, leave comments on construction sites, etc. Also publish press releases at least once a month. However, remember that they need to be composed in such a way that they are interesting not only to end users - your potential investors and customers, but also to editors of magazines and newspapers. The quality of the release also determines to some extent how quickly you promote the company.
