Marketing on construction sites might have been overlooked in the past, but it’s an area that should no longer be kept in the back burner when it comes to a construction companies marketing plan. Typically, common types of advertising includes print media; newspaper ads, magazines, flyers etc and broadcast media; online, social media, TV, and radio. Although these types of avenues for marketing can be very successful- they can also be extremely expensive. The reason why those outlets are so expensive for marketing is because of the mass number of people you’re reaching. However when it comes to marketing, it isn’t about how many people you necessarily reach, it’s about how many of the right people you reach. Targeting your audience is key to marketing to the right people and turning those people from leads into sales regardless of what type of industry you’re in.
Developing a marketing strategy and budget is key to a successful marketing plan. However, to get the most out of your budget, determining who your target market is and then allocating your marketing strategy to specifically target that market. This targeted section will have a lot larger return than if you were just going to send out mass marketing to everyone.
An important part of your marketing plan is tailoring your plan to your target audience. Especially when it comes to builders, construction sites are where a lot of your target audience is going to be- so that’s where you should spend your time focusing marketing on.
Regardless of what you’re doing, marketing is essential for you to get the word out about your product, target potential clients, and convert those individual prospects into customers. There are multiple steps when it comes to marketing and successfully advertising. However, if you don’t have the product show for it- no one will be interested.
Typically with a product, a company can advertise the product and the individual can check the product out in person, go to a store, order it online or whatever it may be and get a better feel for the product and if it will work for them or not. However, with construction companies, it’s very different. Especially for individuals looking to purchase a house, they can walk through the display home, but the home is just that-a display home to show off the best of the best and your prospects know this. Having consistently good- real world examples of houses that they can see is a great way for the potential home buyers to see first-hand a real example of what their potential home may be if they were to build with you.
This is why on-site marketing is essential for construction companies, especially home builders. Especially in neighbourhoods or largely developed areas, potential home builders are going through the area, trying to pick out a lot number they may be interested in, and are definitely looking at the finished houses and the houses currently being built in the area. This is why onsite marketing is essential.
Not utilising marketing on your construction site is a huge disadvantage for your company. Think about how much space you have on your construction site. Now think of how much it would cost to rent that amount of space for a billboard- a lot of money. You already have that space readily available to you- you might as well use it your advantage.
There are many options when it comes to onsite marketing, one of the most popular options is printed banners to hang up on your fence. With these banners, your company is able to add some photos, display the company name and contact information. Also with these banners, you’re able to hide areas of the work site that may not be as visually appealing such as piles of dirt, garbage, and other items. Banners can not only make your site look great, but it’s once again adding the face to the name.
There are many more affordable options when it comes to on-site marketing and brand awareness such as printed silt fencing. Silt fencing is used as a form of sediment control that is extremely popular on house and civil sites due to it’s quick installation and affordability. In NSW, it’s the law to have sediment control on all construction sites as it’s against the law to pollute. The councils and the EPA are currently going through an initiative where they’re trying to make the Parramatta River swimmable by 2025. This means that they’re cracking down on construction sites, big or small- to make sure they have the proper sediment control and aren’t polluting the waterways. Fines can range from $8,000-15,000 so it’s definitely worth it to install proper sediment control.
If you would like to read more about sediment control and why you need it, you can click here and if you would like to learn more about the current erosion and sediment control blitz going on in NSW, feel free to click the link here.
At Greenaway, we take something that a lot of companies are already having to use (silt fencing) and turning it into a marketing platform that has been proven to increases brand awareness and name exposure by over 700%. As mentioned, silt fencing is a popular form of sediment control due to it’s affordability and adding your companies logo and contact information to your silt fencing is a lot cheaper than most forms of marketing. Lastly, once again, printed silt fencing putting the face to name with individuals being able to see your work site and then associating it with your companies name.
Silt fencing if properly maintained is able to stay up for the whole duration of the construction project (even after the barrier fence and banners are taken away). To learn more about the benefits of printed silt fencing you can click here.
Regardless of what you choose to do in terms of on-site marketing, the important thing is that your utilising all your marketing opportunities that you have to reach your target audience. If you have any questions regarding on-site marketing, sediment control or printed silt fencing, feel free to email us for more information.
