MCAA Seminar

As many of you know, I gave a seminar at the MCAA National Convention in Orlando on The Future of Marketing. Not only was the seminar very well received, but our research for a project like this continually reinforces our belief that we must continue to educate our construction clients so they can keep up with the changes.

Interesting tidbits that I came across in my research that could be helpful in your marketing plans:
• 21% of consumers who received direct mail directly promoting a Web site visited the site within 30 days.
• The Marketing Research Association tells us that 70% of survey respondents will read the front of a direct mail postcard, while they won’t even open an envelope that they recognize as advertising.
• 93% of Internet users consider email their top online activity.
• Opt-in email newsletters have a 69% open rate.
• There are two million mobile subscribers in America today, and revenues for advertising using cell phones are already at $104 million.
• YouTube visitors watch 100 million videos a day.

Some of these findings support what we’ve been telling you, and some of them surprised even us. After reading extensively about the burgeoning mobile marketing industry, we researched mobile marketing technologies and providers. Cellit Mobile Marketing in Chicago and ProximityMedia worked with us to demonstrate mobile marketing to the Orlando audience. They use different technologies with impressive capabilities for narrow targeting to specific audiences. While I do believe it’s going to be one of our greatest marketing resources in the future, I think it’s premature for the construction industry today as a marketing tool.

Email newsletters are a vehicle we are currently developing for several clients. With a 69% open rate you have the opportunity to reach your customers repeatedly with valuable, engaging information that positions you as the expert in the industry. Just make sure your content really is valuable. Partner with other newsletters to build your list, let readers give you feedback on what they would like to see in your newsletter, and track the click throughs to your Web site as well as direct responses via email.

The research definitely supports our theory that we must continue to produce and add video and animation to client sites. A survey by Burst Media found that 69.5% of Internet users reported actively viewing video content on the Web.

Because of concerns by Pipefitters Local Union 597 and the Chicago MCA about the misunderstanding regarding what mechanical contractors and pipefitters do, we recently added videos to their home pages. So far, our Web stats are showing that site visitors spend more time watching the video that anything else on the site. Take a look at www.pf597.org or www.mca.org to view the videos.

There is more change taking place in marketing right now than there has been since I started in this business in 1972. It’s exciting. It gives us new challenges, but much greater opportunity for targeting, relationship building, and measurement. I really believe that technology will make marketing a tool that really works for attracting new business in the construction world!.

Watch for emails with more steps for
successful marketing.


© Nehlsen Communications 2006-2008