Masonry Magazine November 2003 Page. 38
MARKETING
Nothing sells better than good business relationships.
Try creating ads for text/HTML newsletters such as AEC-news, Architectural Record or Engineering News Record and www.abc.org. Or trade associations such as MCAA at www.masoncontractors.com, www.awci.org or www.con-cretenetwork.com. Get a professional copywriter to create your hook and make sure you track the ad back to your site so you will know where to keep investing your ad dollars. Because these publications are so targeted, the lists don't need to be huge. Just make sure your ad is good enough to make them click through to your site.
Did I forget to mention that you need a web site? Can't imagine why you wouldn't have one, even if it's just a brochure site that explains your company and it's mission/vision, history, testimonials, past projects, etc. It's another opportunity to make a great first impression with your prospects and make it easy for them to locate you. Search engine optimization is critical to finding your web site, so if you do not have your own internal IT organization to handle this, then hire a company to do it for you.
PLANK-TIE
YOUR NAME IMPRINTED HERE
00000000000
Scaffold
Plank
Protection
Manufactured
by ISI
180 Mill Street, Waynesboro, VA 22980
(540) 949-6839 FAX (540) 949-5531
www.plank-tie.com
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Creative Marketing Plan Secrets
WHY NOT BEGIN 2004 with a well-planned, creative marketing plan? Here are some secrets that will make it easy for you to get started.
Strategy
First, create your strategy for your marketing plan. What are the issues surrounding your industry and how will you offer a unique solution to them?
Mission
What is your vision for this company and how do you want to be perceived?
Goals
Articulate what you must accomplish in the upcoming year. Always include deadlines that enforce accountability to specific tasks.
Unique Selling Position
What is your corporate and product positioning? List your benefits and features as well as the value proposition you offer the client.
Competitive Analysis
What are the strengths and weaknesses of every competitor and explain exactly how sales people can sell against each one, including pricing.
Target Markets
Clearly and specifically identify each and every target market and their nuances.
Create an Action Plan
Write a marketing communications program that addresses each target market and includes phases of roll out, such as creating a new logo and business development package, or developing a new flyer or brochure. Analyze all of your advertising opportunities and create a chart of