In the UK today, around 93% of builders are recognised as heavy Internet users, and 70% of them buy products online. Likewise, construction industry customers are increasingly engaging in social media as a source of information, and more importantly, recommendation. Without strong relationships with your merchant base, it's unlikely that you're getting your marketing messages through to the people paying money for products. This is particularly problematic within the construction industry, as the products tradesmen use are a direct reflection of their workmanship, which they value above most other things. When customer satisfaction is fundamental to word-of-mouth recommendation, they need to know and trust the products and brands they’re using. You can make this happen. 'Making Demand Generation work in the Construction industry' is a helpful guide that looks to connect brand owners, merchants and their customers using realistic Demand Generation strategies that professionals can leverage to their advantage.

1. Demand Generation
Making it work in the
Construction Industry
Connecting brand owners, merchants
and their customers

2. 2
connecting brand owners, merchants and their customers
Around 93% of
UK builders are
recognised as heavy
internet users, and
70% buy products
for work online.
How change is uncovering
new opportunities
The only constant is change
Whether people are buying in a consumer environment
or business-to-business, the way they go about their buying
is different now. The influence of the internet is everywhere.
Changes in buyer behaviours, attitudes and working practices
mean that progressive marketers have to review existing
strategies and perhaps make fundamental changes to take
advantage of the opportunities change has brought about.
If you’re identifying with this train of thought,
you’ll be interested to read on.
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3. 3
connecting brand owners, merchants and their customers
What is the state of construction
industry marketing today?
Just stop for a moment and
consider this. How often are your
communications delivered to a
‘type’ rather than an individual?
How committed are you – really –
to the notion that the trade is closed
to anything but the most traditional
marketing approaches? How well
do you know your end customer?
How well would you like to know them?
And then there’s your merchant base.
What do they do well where your brand
is concerned? What could be done to
improve things, to increase footfall, to
encourage more sales and greater
loyalty? How can you work more closely
with them to their needs and enhance
the bottom lines of both parties?
If the answers to some of these
questions make you uncomfortable,
that’s a good thing. Because you have
the power to change things, too.
Some home truths about the
construction industry at work
The simple fact is, the changes we’ve
mentioned above are out there, they’re
happening, and brands like yours can
look to capitalise on them.
Technology is driving the changes
Today’s on-the-go technology gives your
end customers the ability to access all
the information they need, order
products and potentially manage their
entire business whether they’re on-site
or watching TV.
When looking for new
product solutions, your
buyers are likely to be
67% through their
buyer journey before
interacting with
suppliers.
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4. 4
connecting brand owners, merchants and their customers
A better job,
in less time,
at lower costs
For construction industry professionals, the
laptop is unlikely to be their main screen.
By centralising their business tools into
a single device such as an iPhone or
smartphone, they can now work smarter
on the go. This kind of click-and-collect
access keeps them on top of jobs, with
the materials they need pretty much
on-demand, meaning they can spend less
time organising and more time doing.
Social beyond the pub
Your customers are increasingly engaging
in social media as a source of information
and more importantly, recommendation.
It’s not just about quick conversations in
the pub or yard car park any more.
They’re getting input and information
from all sorts of sources online. And you
can’t control these conversations about
your brand, good or bad.
Blocked communications channels
are stopping you from fulfilling your
brand’s potential
Without strong relationships with your
merchant base, it’s unlikely that you’re
getting your marketing messages through
to the people paying money for products.
This is particularly problematic within the
construction industry, as the products
tradesmen use are a direct reflection of
their workmanship, which they value
above most other things.
When customer satisfaction is
fundamental to word-of-mouth
recommendation, they need to know
and trust the products and brands
they’re using. You can make this happen.
The stereotype needs reviewing
Many brands within the construction
sector still believe the typical
stereotypes are an accurate
representation of today’s tradesmen.
They’re not, and maintaining this
mindset will leave your brand at
the mercy of competitors.
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5. 5
connecting brand owners, merchants and their customers
Nurturing buyers who
aren’t ready to buy or try a
new product straight
away can increase your
sales leads by 50%.
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6. 6
connecting brand owners, merchants and their customers
The challenges and the opportunities
Brand Owner:
Challenges
You’ve got some great brands, some of
which are the go-to in the marketplace.
But though this is the case, you struggle
to develop and maintain relationships
with your end customers.
Also, your customers are creatures of
habit, sticking to what they know. Or are
they? With 40% of brand decisions
made at point-of-purchase, your
customers are open to trying new
solutions if they have the right
information to hand at the merchants.
Opportunities
Bridge-building. Simple as that.
If your product is good enough,
customers will appreciate it.
By working together, you and your
merchant can turn transactional
relationships into longer-lasting
relationships developed through
meeting known customer needs.
Social media is just one new platform
through which to engage with your
target audience. And in the new
paradigm where collaboration brings
its own success, you can work with
merchants to make both your jobs
more rewarding.
95% of tradesmen use
search to begin their
journey to purchase
new products.
80% look for guidance
on social sites.
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7. 7
connecting brand owners, merchants and their customers
The challenges and the opportunities
Merchant:
Challenges
In an environment where footfall is the
only true measure, what are you doing
to get the trade coming through the
door? Chances are, your branches are
operating reactively to perceived
customer needs rather than proactively,
driving value through in-branch cross-sell
opportunities, for example.
Conversations and stocking policy is
more often about short-term targets
and numbers rather than more
long-term strategic issues.
Opportunities
It doesn’t have to be this way.
Why should a builders’ merchant not
use some of the tricks retailers use to
generate sales? New platforms enable
you to connect in new ways up and
down the supply chain, for the benefit
of all. And cross-sell/up-sell strategies
help to increase sales and encourage
more brand loyalty in a traditionally
fickle marketplace.
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8. 8
connecting brand owners, merchants and their customers
The challenges and the opportunities
End Customer:
Challenges
This link in the chain is crucial, as this is
where the cash lies. Traditionally seen as
creatures of habit, tradesmen buy the
brands they know and trust, based on
product quality and reliability. They’re
demanding and hard to please – let
them down at your peril.
They’re also coming to realise that
technology offers them a whole new
way of getting jobs done. It’s easier to
buy, easier to get the views of peers
about particular products or problems
that need solving.
Opportunities
While there’s no substitute for a
brilliant product, there are of
opportunities to engage with this
audience on their own terms, to
get to know them and build loyalty
and liking beyond the products of
yours they use.
Only 4% of B2B budget is spent on social media,
yet 65% of companies have acquired a lead
through LinkedIn, and almost half via Twitter.
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9. 9
connecting brand owners, merchants and their customers
Connecting with more
opportunities
Having rich, lasting relationships
with your end customers based on
common values might sound like an
unrealistic vision from where you are
right now. However, it is possible
with communications to the right
people, in the right places, at the
right times. And this applies as
much to your merchant base, too.
As we’ve outlined, tradesmen have
already embraced the potential of new
platforms. Online makes their jobs
easier, social gives them an outlet, a
forum where they can express their
views on industry issues, products
and people – and these views will be
of the good and the bad.
In a world where buyers can get
what they want in an instant,
whether from you, your merchant or
a competitor, it pays to be prepared.
You’re probably doing what you can
do, if anything, in terms of direct sales
right now. Otherwise you wouldn’t be
reading this guide.
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10. 10
connecting brand owners, merchants and their customers
Whatever power they
do have, without your
brands, your merchants
limit themselves to
what they can offer
their customers.
Sounds like a pretty
good place for some
collaborative working.
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11. 11
connecting brand owners, merchants and their customers
About Ledger Bennett DGA
We are a B2B Demand Generation agency that uses
sales and marketing know-how to help customers
increase revenue by deploying Inbound Marketing,
Content Marketing and Marketing Automation
strategies. Our highly focused Demand Generation
programmes drive our customers’ business
performance, helping them to:
n Generate more opportunity
n Convert that opportunity into sales
n Retain customers and grow their value
Using more measurable and cost effective
techniques than traditional full service marketing
agencies we are able to maximise business revenue
in the modern world where the internet has
fundamentally changed the behaviour of the buyer.
www.lbDGa.com
Telephone: +44 (0)8458 383883
Email: info@LBDGA.com
Milton Keynes:
Ledger Bennett DGA
Tungsten House, Warren Road
Little Horwood, Milton Keynes
MK17 0NR
London:
Ledger Bennett DGA
1st Floor Centric House
390-391 Strand, London
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