1. Marketing & Selling

2. >>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT Marketing The market position you propose to adopt (low cost vs high value) How you will brand your business How you will package your product or service >>DEPARTMENT of CONSTRUCTION

3. >>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT Selling Sales & Promotion Strategy What is your unique selling proposition and key sales message (expressed as a single sentence). Where and how you will sell your product or service What promotional tactics will you use. >>DEPARTMENT of CONSTRUCTION

4. >>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT 4 Relationship Marketing Building relationships with a network of customers and suppliers to create a symbiotic relationship that delivers value to all parties Allianceing (project specific relationship) Strategic partnerships Warehouse / Naylor Love Architects with long term relationships ASC National Bank & McDonalds Reading: Das Narayandas “Building Loyalty in Business Markets”

5. >>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT 5 Promotion and Sales If you are waiting for customers to find you – you may wait a long time!

6. >>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT 6 Your target market needs to be defined in a way that your potential customers are specific people that you can identify and find a way to talk to in person

7. >>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT 7 Unique selling proposition When they ask you “why should I use you rather than someone else” you need an answer We are cheaper We deliver better value by -----

8. >>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT 8 Promotion There is no substitute for face to face contact You do need to work at keeping your name in front of potential customers: Social events (your and others) Information updates Permission marketing (see NZTE document) Spamming Your presence on the web

9. >>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT 9 Collateral You need the stuff that gives you credibility Brochures Web site Despite what I’ve said earlier customers may find you via your website

10. >>FACULTY OF TECHNOLOGY AND BUILT ENVIRONMENT Reading Chris Preece Marketing and Promotional Strategies in Construction In: Langford & Male 2008 Strategic Management in Construction (ebook) 10