Specification and selection targeting professionals
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Competitive Advantage Consultancy Limited Chris Ashworth The Changing Face of Specification and Selection: Targeting Professionals
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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 of Specification and selection targeting professionals
Competitive Advantage Consultancy Limited
Chris Ashworth
The Changing Face of Specification and Selection:
Targeting Professionals
Getting Attention
Don’t use• Direct Mail• Email• Telephone• Advertising• Cold Calling
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
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
Construction Media Index
• Sponsored by communications agencies– The Charlotte Street Agency– CIB Communications– MRA Marketing– Pauley Creative– Ridgemount PR
• Special price to delegate
Selecting your Media
• Traditional• Blogs• eNewsletters• Social Media• Twitter
Printed Journal ReadershipProportion who do not read any journals
Search Engines
Search Engines to Identify Products
Search Engines to Identify Services
Work Related Blogs
Blogs – Increased Usage
eNewsletter Readership
Social Networks: Facebook
Social Networks: LinkedIn
Social Networks: Building Network
Social Networks: tCn
Increased use of Social Networks
Twitter to help with work
Hard copy Technical Literature
PDF Technical Literature
Technical Literature Preference
Technical LiteratureIs there a role for hard copy?
Technical Seminars
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
Chris Ashworth
Competitive Advantage Consultancy Ltd
Strategy Development & Implementation
Customer Research
Training & Development
www.cadvantage.co.uk
