Are Your Ads Effective Among Local Commercial Construction Industry Market Players?

Dec 9, 2009     Topics: commercial construction industry

Craig Noble

Ever wonder about the effectiveness of your company’s print and online ads? Me too.  So, recently I spent some time looking at both print and online ads in a variety of different marketing channels – from trade magazines to online directories – in the commercial construction industry.  And since it’s mostly general contractors, facilities managers and project owners that these ads aim to reach, I decided to talk with a handful of them that I have known for many years to get their feedback.  Their answers were honest and consistent.  And surprisingly, all of those I talked with seemed sincerely interested in helping the businesses trying to get thier attention.  When it comes to advertising, they had clear opinions on what works and what doesn’t.

But before I get into what they had to say, let me start by sharing with you what I found while looking through a lot of these print and online ads.  Most of them are really creative with an eye-catching logo and an impressive image of a product or a completed project.  There’s also usually some text about the company’s commitment to quality and long-standing reputation – and each ad has contact information with a website address.  When the ad is larger, the additional space contains more product or project-related images, and more company descriptive text.  Overall, I’d say that most companies do a pretty good job of announcing themselves in their market area – regardless of the size of the ad space they purchase.  But again, the question is… are they effective?

The answer – directly from the project owners, facilities managers and general contractors you are pursuing – has everything to do with whether or not the ad helps them do their job.

This is what they said.

“ Yes, I do read the magazines and see your ads, and sometimes go to your website for more information. Yes, your ads make me aware of your company.  However, that’s pretty much where my attention ends. Your ad reminds me that you are (say) an electrician, operating since 1987 and you specialize in 3 or 4 different types of construction projects.  What I can’t see in your ad is ALL of the information that I need to fully qualify your company or consider you for a particular type of project that I am responsible for managing.    For example, I see your great project pic in your ad, but how do I know if that general contractor or project owner highly recommends you or would use you again?  How do I know if you have extensive experience in the types of projects that that my company builds?  Or sufficient insurance coverage?  Or bonding capacity?  I have MANY of these kinds of qualifying questions, but I can’t get the answers I need from your ad.  And here’s the kicker – even if I look in your website, the answers are not in there either.   At best, your website has ‘more of the same’ project pics and company sales text.   Yes, I see your phone number, but please understand that until I can determine whether or not you are likley to be a good fit for my need, I am not likley to call you.   What would be MUCH more helpful is this:  allow me to somehow quickly ’self-discover’ all of the answers to my questions, so I can quickly prescreen and consider your company for my projects.  Then I will call you if your company is the right fit. ”

Good news:  They see your ads.  Bad news:  They are not compelled to contact you.

My advice:   Keep buying ads and participating in a variety of marketing and business development activites – they accomplish AWARENESS for your company in your targeted markets.   However, the missing bridge that will make your ads and other activites more effective is to always include a direct link to your Qual-Port. A complete and current Qual-Port will answer 90% of the questions a client or prospective client may have for you – and propel them to contact you when they have a need for your services.  BUT EVEN MORE IMPORTANTLY, a complete Qual-Port will show your clients and prospects that you respect their time, by making your information readily accessible.    Try this – and watch your ROI from your ads soar.

Tags: advertising, commercial construction industry, effective, facilities managers, general contractor's, online ads, project owners