specification and selection targeting professionals
DESCRIPTION
Targeting Professions – what ways can you best reach the various professions. With data drawn from the recent Construction Media Index, a guide to how best to reach the various professional groups. Chris Ashworth, Competitive Advantage.TRANSCRIPT
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Competitive Advantage Consultancy Limited
Chris Ashworth
The Changing Face of Specification and Selection:
Targeting Professionals
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Getting Attention
Don’t use• Direct Mail• Email• Telephone• Advertising• Cold Calling
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Construction Media Index
Objectives• Provide impartial report for the use of
construction industry• Identify the key hard copy and
electronic media used by category of decision maker and market sector
• Identify the niche publications which are actually read
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Construction Media IndexMethodology• Survey 613 respondents• Sample
– Architects, Interior Designers, Engineers, Surveyors, Main Contractors, Specialist Contractors, Housebuilders
– Residential, Education, Healthcare, Retail, Offices, Other Commercial, Industrial, Public non-Housing
– Key Journals, Online & Face to Face
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Construction Media Index
• Sponsored by communications agencies– The Charlotte Street Agency– CIB Communications– MRA Marketing– Pauley Creative– Ridgemount PR
• Special price to delegate
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Selecting your Media
• Traditional• Blogs• eNewsletters• Social Media• Twitter
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Printed Journal ReadershipProportion who do not read any journals
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Search Engines
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Search Engines to Identify Products
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Search Engines to Identify Services
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Work Related Blogs
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Blogs – Increased Usage
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eNewsletter Readership
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Social Networks: Facebook
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Social Networks: LinkedIn
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Social Networks: Building Network
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Social Networks: tCn
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Increased use of Social Networks
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Twitter to help with work
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Hard copy Technical Literature
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PDF Technical Literature
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Technical Literature Preference
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Technical LiteratureIs there a role for hard copy?
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Technical Seminars
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Conclusions
• Need a combination of traditional and digital communications channels
• Moving towards permission marketing• Google, Facebook, LinkedIn and Twitter
main forms of communication• Hardcopy literature continues to have a
role• Fast changing environment
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Chris Ashworth
Competitive Advantage Consultancy Ltd
Strategy Development & Implementation
Customer Research
Training & Development
www.cadvantage.co.uk