It is worth using all possible ways when promoting a local construction company. The most effective are the Internet, local media (press and television), your advertising materials, construction fairs and word-of-mouth marketing.
Be where your potential customers are
Effective promotion of a construction company should include all media that operate in the area where the construction company will be seeking orders. Currently, the local press is an important source of information in many regions. Of course, the impact of local and regional newspapers is somewhat smaller than a dozen years ago, but many people still read them regularly out of habit. There is also local television in somewhat larger towns, which is an important information channel. However, traditional media are more popular among the older community. For the younger generation, regardless of where they live, the Internet is the primary source of information about the world and companies. There, they look for all kinds of news, products, and services. Each company should take into account the specific conditions in the region. Identifying the most popular media is the key to success.
This is one of the oldest ways of promoting companies, not only local ones. The local press is also successfully used by nationwide companies that want to reach communities living in a particular region. For years, local dailies and newspapers have enjoyed unflagging popularity among certain social and age groups. Sometimes a single copy is read by an entire multi-generational family. Local newspapers offer various advertising formats to construction companies:
small ads (this is a very frequently viewed column when looking for a particular service provider – it is the easiest way to attract new customers),
press advertising (a classic advertisement presenting the company’s offer, an advertisement showing previous projects, etc.)
expert articles (texts like “practical tips” or “news in the construction industry”)
sponsored articles (e.g. interview with the company’s president or chief engineer).
Compared to the press, television offers local companies far greater opportunities. It is a medium in which the company’s offer can be presented attractively. Local tv offers a wide range of formats:
- advertising board (it is the cheapest form of promotion, the board is presented before information services)
- advertising spot (classic commercial)
- promotional film (a wider form than advertising, the film is an opportunity to show not only the offer of the company but also its history, achievements and
- effects of activities for the local community)
- press information (local television is an effective way to build positive relations with the immediate environment – PR activities – it is worth maintaining regular contacts with local television journalists, showing future investments, inviting to openings of new or modernised buildings, etc.).
For the young generation, the Internet is the main source of information. It is a medium that offers the greatest opportunities to promote a construction company. It is commonly indicated that if your company is not on the Internet, you do not exist. It is really hard to imagine a steady flow of new customers without an online presence in today’s reality. Printed company catalogues have long since become a thing of the past; now, the Internet search engine is the primary tool for finding products and services. After all, it is enough to type a query into the search engine (e.g. painting houses Wrocław) to see a list of construction companies dealing with painting in a given area. Suppose we want our company to be well exposed on the Internet. It is worth taking care of good visibility in the search engine (SEO), being present in industry websites (content marketing) and being active in social media.
All kinds of events, festivals, fairs and exhibitions are essential for the local community. Whole families frequent them. Presenting the offer of a construction company in such a place is a very effective way to reach potential customers. It is an opportunity to present the company in a more relaxed, picnic-like atmosphere. Trade fairs play the most important role against the background of all these events. It is a chance to show oneself against the competition as an expert in a given field and a leader in the construction industry in a given area. It is the best chance to gain new customers and establish valuable contacts with suppliers, distributors, and manufacturers.
One of the marketing rules says that a customer who visits the company’s headquarters to remember the offer well must not go home with “empty hands”. Even in the age of the Internet, Own advertising materials still play an essential role in promoting a construction company in the local market. Currently, manufacturers of advertising materials offer a wide range of gadgets that can be used for promotion. Specific elements for a particular region are worth using in this respect. And although people are a bit discouraged with advertising leaflets handed out and spread all over the place, with a skilfully conducted action of their distribution, it is possible to achieve quite a good effect. Please see this brilliant advertisement design as it does wonders for newbies.
In small local communities, recommendations play an important role when choosing a service provider. In smaller towns, practically everyone knows each other, and it is difficult to hide any inconvenient facts. Here, the best instrument for a positive opinion is a satisfied customer. It is also worth boasting about your previous projects. A portfolio of completed projects is a must. Whisper marketing is worthwhile in the real world and on the Internet. Local forums and social media profiles of local media are key platforms in this regard.
Effective promotion of a company is a comprehensive promotion. It is worth using all advertising opportunities offered by local media. However, regardless of this, every company which thinks about the future should focus on activities on the Internet. This is one of the most effective and efficient ways. Here, with relatively small resources, you can build a substantial base of valuable customers.
More informations: xmxlondon.co.uk/local-builders/
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