CPD is a key channel for communicating with architects and an important element of any specification strategy. With multiple options for CPD delivery available to manufacturers, it’s important that you have a well thought through and implemented programme as part of your marketing strategy for […]
It has long been the case that the trends and approaches prevailing in consumer marketing have eventually crossed over to and shaped B2B communications. For many years now, for example, the mantra has been that there needs to be more emotion in B2B – talking […]
Because the only constant in life is change, and while change is certain, the form of change isn’t. We thus require information to enable a more informed view of the future. We can gain a more informed view via in-house resources, although in reality, companies […]
The construction industry is made up of a series of relationships with architects; designers; engineers; contractors; sub-contractors all working together to meet the needs of the client. This blog is the third in the series looking at the different players in the industry. The aim […]
The construction industry is a complex one with many factors influencing decision making. Whatever your role you need to be familiar with these and their implications if you are to be effective in construction marketing. Here are 3 actions you can take to understand construction […]
To be a successful Specification Salesperson you need to stand out from the crowd. You need to be a Trusted Advisor: Someone the Specifier trusts to provide sound and reliable advice. You need to seek to become their design partner, helping solve problems and create […]
Understanding construction Twenty years ago, in June 1999 I started Competitive Advantage when I took on my first consultancy role working with Pirelli Cables, now Prysmian Cables, and still a client. Little did I realise at that time that 20 years later we would have […]
Developing an effective specification strategy When developing an effective specification strategy for your construction product it is important to create demand, to reduce the importance of price and transfer influence away from the supply chain to the manufacturer. In the first instance, it is important […]
The construction industry is made up of a series of relationships with architects; designers; engineers; contractors; sub-contractors all working together to meet the needs of the client. This blog is the second in the series looking at the different players in the industry. The aim […]
The construction industry is made up of a series of relationships with architects; designers; engineers; contractors; sub-contractors all working together to meet the needs of the client. This blog is the fourth in the series looking at the different players in the industry. The aim […]