Alan Gayle is a sales and marketing consultant specialising in the construction industry. He has worked in the stone sector for more than a decade. Here he offers advice on how to make an impact in the market.
We all know the saying ‘out with the old; in with the new’. With technology moving faster than ever, it’s probably more relevant than at any other time in human history.
The internet has changed (almost) everything – from the way we book our holidays to the way we order a takeaway. And woe betide anyone who thinks it doesn’t affect their business. I think even the most ardent laggards can see the value of having a website as a bare minimum.
But while ‘in with the new’ makes a lot of sense, is ‘out with the old’ always the best policy?
A couple of months ago I wrote about how important old fashioned face-to-face meetings or one-to-one telephone calls are for key account management. Well, I think the same can be said for printed literature as part of your marketing.
For most of us, our website is critical for marketing our businesses. But does that mean we can dispense with printed marketing collateral all together?
In some industries perhaps it does. But here in the UK construction industry, I think it’s a resounding ‘no’. Or perhaps ‘not yet’, anyway.
For those who might doubt that printed literature and old-fashioned ‘snail mail’ still have a place in the digital age, take a cue from the likes of John Lewis, Nationwide Building Society and Mercedes Benz.
These high profile companies (and many others) embrace digital technology to boost their sales. Of course they do. But they also understand the value of printed literature for point-of-sale promotions, product brochures and direct mail campaigns.
I also think the demographic of the purchaser and the ticket price of the goods / services you’re selling is paramount when considering whether to have literature or not.
Aiming a glossy brochure at a twentysomething who’s spending £100 on a new pair of headphones might not be a good use of resources.
But what if you’re selling a £5million country mansion to someone in their fifties?
That glossy brochure would be a great idea to help clinch the sale.
Likewise, when I finally get the £75,000 I need for the Jaguar
F-Type 400 Coupé I’ve been lusting after, I expect to read all about it in a very expensive brochure before I part with my money.
No matter what the digital marketing experts tell you, there is still a place for printed literature, exhibitions, face-to-face meetings and many other forms of ‘traditional’ marketing in most industries, construction included.
They may not be as vital as they once were, but they’re not obsolete. They might one day become obsolete, but that day is some way off yet.