Posted by mel on 4. August 2010 08:16
I was reading an article by Boyce Thompson on Builder Online. He wrote about how construction companies (builders in particular) look to star companies like Lexus in the 90’s and today Apple for inspiration. He started off great with encouraging companies to reinvent themselves and to not be intimidated by competition as the economy turns around, but then he does what every other person does that commends Apple for doing a great job—they only talk about an Apple product.
Instead of writing a testimonial for Apple, let’s look at two ways that emulating Apple will benefit construction companies: marketing and customer experience.
Marketing
Apple’s approach to marketing is phenomenal. They are one of the few companies that have been able to consistently capture and convey a particular emotion or experience in every campaign. That emotion or feeling that the viewer is left with becomes the law of what their followers and customers believe whole-heartedly and without question.
When you look at it, Apple’s campaigns are about attaching particular feelings, emotions, and experiences to the company instead of individual products. Because of this, Apple is able to release anything and their followers automatically assume the feeling or experience they will have.
And most importantly, Apple takes educated risks. Apple boldly experiments with their advertising and knows who their market is as well as you know your spouse or best friend.
So as a construction company what can you learn? There is a monumental difference between what you say and what the market believes. Just because you say it, does not make it so. Apple understands the value in giving the market a reason to remember them, you also can do that. Only practicing safe marketing is simply spending money with a hope of a return. Don’t only copy what other companies are doing or have done in the past.
Customer Experience
Apple does not just stop with their great campaigns, each of their products is beautifully, artfully designed or sexy as I call it. Their products are easy on the eyes and relatively easy to use. Apple’s products become something that you want to show off.
Apple makes complicated, easy. It’s no secret how complicated technology can be, but Apple has done a wonderful job of making it easy to use and understand. They also have been able to set industry expectations and educate their following. Their customers are able to pick up any Apple product and have a general understanding of how to use it.
So as a construction company what can you learn? Regardless of your specialty or your competitions, you both produce a result that is beautiful. But while beautiful, the market is going to have no way of knowing who did what project—no signature element or memorable photography.
Hiring a construction company is only easy for those who have worked in the industry or have already hired many in the past. Otherwise it is a daunting task. Make hiring and selecting a contractor easy, my next book Hiring a Contractor is a great marketing tool for you to use. Once they have selected you, make working with you just as easy. Educate them about the process and things they need and want to know. Unlike an Apple product, working with a contractor is a life changing experience and a lifelong memory.
Posted by mel on 29. July 2010 08:51
As the economy makes a slow come back and companies are beginning to think they see light at the end of the tunnel, drastic changes are still occurring. Some are with the economy, some specific to the construction industry and some still need to happen within individual companies.
The economy turning around is not going to save all of the companies that still remain. The economy that emerges will have vastly different rules, expectations, and reasons why people will buy. The companies that do survive are preparing themselves for these changes now, while they can. The rest, well the industry was a little crowded. Maybe some valuable lessons will be learned that can be applied elsewhere.
Here are three areas that construction companies looking to thrive in the new economy should be looking at:
Complimentary Services
A prevalent trend that is going to emerge from this economic downturn is a restructuring of the industry, its expectations, and how and what it delivers. In the new economy you will see fewer pure construction companies where they only offer a construction service; instead, you will see more mixed companies that will offer construction and a service related to construction such as a form of training. This will allow them to build creditability in the market, amongst peers, and create more predictable cash flow for future blips in the economy.
Marketing and Outreach
People will still love to buy, but they do not like to be sold to. Self-proclaimed marketing techniques are quickly becoming a thing of the past and in some cases making companies look desperate and untrustworthy. It is no longer about what you want them to know. Marketing in the new economy is more about equal conversation, understanding and respect. The challenge construction companies will face is having that equal conversation with a market that may only purchase once in their life.
Sales Process
When companies change their services and their marketing, they will be forced to change how they sell. In the new economy, clients will be smarter and have easier access to finding out everything about a company—the things a company needs them to know, the stuff a company doesn’t want them to know and the irrelevant information that the client feels is important. Companies will have to develop a sales process that accounts for all of this new information and captures a client’s experience and feedback from day one.
What trends do you see moving forward?
Posted by mel on 29. July 2010 07:16
Welcome back to part 2 of my interview with Josh Brottlund of Brush Masters. Make sure you check out Part 1 to learn about the tools he uses and the results he's received.
Behind the Scenes: the marketing strategy and policies around social media
Q: Does your company have a policy on social media?
A: No currently, we do not.
Q: What is your marketing strategy?
A: In the typical year, Brush Masters participates in several tradeshows, has heavy involvement with local construction associations (BATC – Builders Association of the Twin Cities, NARI – National Association of the Remodeling Industry, MHA – Multi-Housing Association, MN GreenStar, Builders Club), and contributes to several fundraising and community service activities. We also place a few magazine and publication ads and hosts several of our own events.
Q: How do you integrate social media and traditional marketing?
A: We have found the best way to connect with people on social media is to sit down after a traditional marketing event (award ceremony, networking event, trade show, etc.) and connect with people right away on social media.
Q: How many of your employees actively participate in the company’s social media activity?
A: It's mainly just me. I am responsible for social media. Our sales team is on social media and we have several employees who use it though it is mostly for personal. I have two great bosses that support social media, one of presents the “Get Social” class we hold on a monthly basis as well as variations of this class to different groups.
Q: Social media can take up a lot of time. How do you handle that?
A: By using tools such as Hootsuite and Alerts, and by time blocking for content brainstorming, creation, editing, and distributing. We also ask for guest or expert contributions on relevant topics.
Q: How has social media helped your company that traditional media has been unable to do?
A: As a result of being at the forefront of social media in the construction industry, Brush Masters has a higher level of visibility and brand awareness to current customers and potential customers. In addition, Brush Masters is able to get feedback on ideas quickly; dispel myths about our services and to whom they are provided. We hear on a regular basis from current and new customers that Brush Masters is everywhere...they see us on all the online platforms as well as offline events. Social media allows us to successfully accomplish this at a lower cost when compared to strictly using traditional media.
Q: What has been your biggest challenge with using social media?
A: Creating great content is a matter of several elements coming together at once. It’s a matter of having the right idea, the right execution, the right timing for our readers, and the right message. The idea is to get feedback on the different content that people want to know about; being inspired to create great content; knowing the best way and time to deliver it to our readers. Getting this to happen on a consistent basis is always an exciting challenge.
Q: Do you have an interesting customer service story to share?
A: A local high-end jean manufacturer started using actively engaging in Facebook after attending our “Get Social” class. They have success asking “Fans” or “Likers” what they like and don’t like about particular products. The first time they tried this they had over 20 responses in less than thirty minutes. The best part is that the feedback was FREE and was used to drive some good decisions moving forward.
Q: Are their new products, technologies, services or tools that your company will focus on in the next 18 months?
A: The “Social CRM” space looks very interesting and promising as a way to effectively engage brand/company advocates. The emerging media space offers some interesting possibilities.
Posted by mel on 27. July 2010 07:48
As construction companies begin to embrace social media, some are finding it harder than others. So to encourage using social media, I am sharing with you construction companies who have already had success with it. Today's interview is with Josh Brottlund of Brush Masters Painting, Drywall, and Pr-Finishing.
The Tools: Social media tools that are used and how they are utilized
Q: Please introduce yourself Josh, the company, and tell us about your responsibilities.
A: Hello, my name is Josh Brottlund, Business Development at Brush Masters Painting, Drywall, and Pre-Finishing. I have been with the company for over 6 years and am responsible for identifying new business opportunities and social media marketing
Q: When did your company start using social media?
A: After a quick dip and retraction, we fully jumped in March 2009.
Q: What social media tools are you currently using?
A: Initially we chose Facebook for its professional feel, security options, active user base, and high growth rates. Theoretically, more customers would be on this medium. Then we began to use Twitter, YouTube, LinkedIn, Wordpress, and Flicker.
Twitter allowed us to, easily connect with people that normally were hard get in touch with. Communication snippets are short, which is nice, and usually packed with good information. Since Video and photos are the most widely viewed content on the web; we wanted to engage customers visually; YouTube and Flicker are the places to be to do that.
As a professional platform, LinkedIn helps us stay connected to our business relationships (via status updates), up-to-date on news and business interests through Groups. Our blog allows us to create longer communication pieces. It’s a great place to have a rich communication experience because it allows us to combine the written word with pictures and videos all in one place.
Q: How did you learn to use the tools effectively?
A: I learned from a variety of offline and online resources blended with a good dose of trial and error that I think everyone needs to experience. I attended the Twin Cities Chapter of “Social Media Breakfast” http://smbmsp.ning.com/, networked (online and offline) with people who use the tools effectively to learn from their experience as well. I also read several books and magazines, like Dave Evans “Social Media Marketing: An Hour a Day”; Inc. Magazine, and Fast Company Magazine. Chris Brogan and Darren Rowse of “ProBlogger” are also great resources.
Q: What results or outcomes has the business received from using social media?
A: Over the past year, in a down economy, our sales are up 24% which we can, in part, attribute to social media along with several other strategic initiatives. In addition, our website traffic has grown upwards of 47% without any major updates; with a majority of that traffic coming as a result of social media
Q: Tell me about how you use social media to help your business?
A: On a monthly basis we offer a social media class called “Get Social” at our offices. This class has reached over 200 people. The class gives attendees a high-level overview of social media and several of the platforms; ideas on how they can use social media to run their business effectively. Our main focus is to reach out to the construction industry in hopes of leaving people with a better idea of who Brush Masters is, how we support the construction industry, and how we can help their businesses succeed.
In addition to the classes, we offer affordable and flexible consulting services arrangements to help others avoid our mistakes. In terms of social media content, people tend to “like” and share updates that support their interests and companies. We get a lot of response to posts on award announcements and various updates that hit an interest of one or several readers.
Q: Are there other tools, websites or communities that you utilize as well? If so, what value do they provide you?
A: Yes! We use Hootsuite to aggregates updates and to efficiently post to one or all of the following social media tools: Twitter, Facebook personal page(s), Facebook company page(s), and Blogs. Google Alerts is a great tool for monitoring online reputation management of our company name and/or brands using keyword alerts. TwinBox for Microsoft Outlook is invaluable! It allows us to get Twitter updates “tweets” directly into our Outlook Inbox and EventBrite allows us to set-up events, communicate our various events, and track attendees.
Q: Where can we find you?
A: Facebook - http://www.facebook.com/BrushMasters
Twitter – http://www.twitter.com/BrushMasters
YouTube – http://www.youtube.com/BrushMasters
LinkedIn – http://www.linkedin.com/companies/brush-masters
Blog – http://BrushMasters.wordpress.com
Flickr – http://www.flickr.com/BrushMasters
Website – http://www.BrushMasters.com
Part 2 of my interview with Josh is available here!
Posted by mel on 21. July 2010 08:46
The perception of a skill-fit or culture-fit employee often stops when an offer to hire is made to the potential employee. If a company uses a skill-based hiring process the mistake often made is the assumption that the culture will mold them while a company whose focus is more culture-based tends to make the mistake of assuming the new employee has the skills to get up and running on their own.
Most employees who leave a company within in the first year leave in the first 30 days—primarily because of a poor on-boarding process. On-boarding in many ways is more important than the hiring process. How a new employee experiences a company in the first 30-120 days determines their perception of the company. Their perception is what they share with others which does affect your brand. The on-boarding process should be used to define and solidify what the company places the most value in.
If a company values skill, then on-boarding should be very task focused and specific to the new employee’s job and expectations. If culture is the predominate value, then on-boarding normally takes longer, including the history of the company and interaction with various employees. Both approaches hold value, but it is important to find balance as this process creates the perception of the company in the minds of each new hire.
Approach on-boarding as a story to be shared with others and not just a manual handed out for maximum retention and positive perception.
Posted by mel on 15. July 2010 08:16
Welcome back for part 2 of my interview with Jane Regan, CEO of HB Design Inc. Just incase you missed it, here is part 1--where you can learn about the tools she uses and how she uses them.
Behind the Scenes: the marketing strategy and policies around social media
Q: Does your company have a policy on social media?
A: We have not set a policy on social media. We don’t have that many people in the office, so use of personal Facebook and email isn’t a problem. It’s a good question, and one I need to think about and probably should add a couple of paragraphs about it in our Employee Manual.
Q: What is your marketing strategy?
A: Our marketing strategy is primarily online marketing, plus we use a couple of lead services from Service Magic and Contractors.com that need to be kept up to date with information on us. They also allow us to track success rates with the services. We send one outbound newsletter, “Home Report” a month to our mailing list of over 1000. We do community service and are actively involved in Senior Coastsiders in Half Moon Bay, one of the best run in the country.
We have many, many seniors 80 + 90+ that are active on a daily basis, play cards, or go to shows. We participate in the Home Rehab day and our whole crew volunteers to build ramps, hang doors, paint, clean, do plumbing, or gardening—whatever is needed. And we do it during the year too.
We also have traditional marketing tools such as brochures, postcards for mailing and we participate in two home shows a year. They bring in great returns! We had 40 leads that converted after the last trade show. We maintain membership in our Half Moon Bay Chamber of Commerce, and NARI (National Association of the Remodeling Industry) and NAHB (National Association of Homebuilders). I am also a member of the NKBA and ASID design associations, and we are rated by the BBB A+.
Q: How many of your employees actively participate in the company’s social media activity?
A: I am the only one currently handling Social Media for the company.
Q: Social media can take up a lot of time. How do you handle that?
A: Social media allows potential customers who are evaluating several contractors for a job to see exactly what we do, how we do it, and what our customers think of us. Instantly.
Q: What has been your biggest challenge in using social media?
A: My biggest challenge right now is getting access to my website to be able to update it more frequently without having to pay someone else to do it. It should be as easy as Word Press. In addition, I would love to find someone to work a couple of hours a week to schedule tweets, as well as look forward as to how we can continue to build our presence on Facebook.
Q: Do you have an interesting customer service story to share?
A: Becoming a thought leader and gaining business in the Aging In Place market has been the biggest ‘story’ I tell about using social media. Another is that I was selected as an Awardee for the Make Mine a Million $ Business contest last February, sponsored by WIPP, AMEX and Fed Ex in Houston. I was also, via the Internet, nominated and won “Independent Businesswoman of the Year” in October 2009 from The Women’s Initiative. And just this month, HB Building and Design was selected as #3 Contractor in the SF Chronicles annual “Best of the Bay” online contest.
Q: What has been your most effective communication strategy with your customers?
A: We communicate by phone and email with new clients. But we follow up to make sure they’ve seen our work on line. I also use the old standard of sending out a brochure with a list of references every time we call or see a new lead. I’ve found that even if they don’t use us right away, when they have the brochure around with our website and other information, they do call back about 40% of the time.
Q: Are their new products, technologies, services or tools that your company will focus on in the next 18 months?
A: The project I am working on for our company is to be able to “design on line’ using 3D rendering. This has been a pet project of mine for two years now, and I know someone will see the value and help me bring it to market. For one price, the homeowner will be able to configure and purchase “BATH PACKS: Designed on Line; Installed on Time™” and it will include all the fittings, tile, etc., and the price of installation. I have the website done, and a prototype of the design tool. I just need some big bucks to finish it!
In addition, I want to start doing more video, YouTube stuff, and taking videos of our clients and the jobs as they go. I really see these two things – buying construction projects online, and viral videos, as the next things to focus on.
Posted by mel on 13. July 2010 07:56
As construction companies begin to embrace social media, I wanted to encourage the effort by featuring companies that have already has success in using it. Here is an interview (part 1) with Jane Regan of HB Design Inc.
The Tools--the actual social media tools that are used and how they are utilized.
Q: Please introduce yourself, the company, and what your responsibilities are.
A: I am Jane Regan, the CEO of HB Building + Design. The company, was founded in 1999 as a General Contracting firm. In 2004 I joined the business as head designer and business manager. We have 9 employees, and I have added the duties of CEO to my design practice.
Q: When did your company start using social media?
A: We have had a website since inception and in 2004, we began to embrace social media and improving our websites.
Q: What social media tools are you currently using?
A: We are using an on-line lead generation tool from Service Magic. We also use: Twitter, Tweet Deck, have Facebook Business Page, utilize Constant Contact, have a Business Blog (The Home Report), and are currently developing a video for the web in conjunction with City Space. We also have a fully articulated representation on Google, and have defined our business on Yelp. I also use the Hoot Suite site.
Q: How did you learn to use the tools effectively?
A: At first I used a marketing consultant, but recently I have been attempting to do this myself, and have been was very successful. I find it simple, clear, easy, and I have more control over the content. My current challenge is figuring out an easy way to add email addresses and names, especially since we collect 7-15 cards or leads a week. I am looking for a summer intern right now to catch us up here! As for Facebook, I had set up a Facebook business page, with little action, but then attended a seminar through the “Make Mine a Million $ Business” group I belong to and afterwards was able to quickly beef up the number of followers and content of the Fan page. Twitter I was able to set up and use on my own, but a friend told me about Tweet Deck, and that has been a very useful tool. For help with both Twitter and Tweet Deck I have turned to websites, webinars or online support groups.
Q: What results or outcomes has the business received from using social media?
A: From using social media I have been able to establish myself as a thought leader in the area of my specialization, design for people Aging In Place.. This has brought me relationships with other thought leaders, and I was invited to be a speaker at the Technology + Aging conference at UCLA in October 2009. Since my products are meant to be used by Home Health Care providers and people remodeling and building for AIP, I have built a tremendous amount of credibility through activities like these and personal relationships with people I have met because of social media.
We measure our Social Media success through SALES of course. From when I began doing this work we have doubled our revenue annually, up until 2009, when things went crazy. We still made money, and were more profitable last year than any other year. This year, without the intense marketing effort we have made, we wouldn’t be close to the numbers we’re earning. The thing is, the talking, the estimate, the brochure, the online resources, reviews by others, photos, ratings on line and client endorsements are what set us apart. And we win jobs!
Q: Tell me about how you use social media to help your business?
A:LinkedIn Groups is one of the most important ways I have found to stay connected and get more in depth information than can be shared on Twitter. I get 1-2 requests per week on LinkedIn to connect with special manufacturers. This week it was “Wingits” a revolutionary construction technology to put grab bars ANYWHERE and keep it weight bearing to specs. I also share presentations and other documents on LinkedIn to add to the value of the whole community. I plan to also find a way to be able to update project photos and add new text to the existing sites.
I recently attended a webinar that was invaluable on how to make your Facebook Fan Page work for your business. With the speed of upgrades and changes of both Twitter and Facebook, it was a totally beneficial and eye-opening update on how to get more people to learn about your business through Facebook. And, even better I was able to implement the changes by the next morning before getting the guys off to work with their Google Maps and directions in hand.
Q: Are there other tools, websites or communities that you utilize as well? If so, what value do they provide you?
A: I make certain to take charge of, monitor and control my information on all ‘community’ websites, like Yelp, Merchant Circle, Angie’s List, and most recently, City Search. Through City Search, I was able to make a one minute commercial for ‘free’ and no strings attached. As soon as it is ready, I will post it on our Facebook site, and on YouTube. City Search also monitors and improves my SEO within 3-6 months so that I become a top performer.
Another online community I participate in is strictly for Entrepreneurial Women Business Owners—Ladies Who Launch, based in NYC, offers a wealth of business information and connections online for women who need support for their ventures. I also participate in the Hatch Network, a group of savvy San Francisco based networking women who do training and ‘thinking out of the box’ exercises at cool meeting places, like organizing mini off-sites for the harried solo-preneur. We once went with 25 women by train to Yosemite & back in one day, with a facilitator working on our business problems the whole way there, and in the park. Then we were all either passed out or having a gabfest on the way home. How unique!
My most important, is my membership in Count Me In for Women’s Economic Independence. It is headed up by Philanthropist Nell Merlino, who founded ‘Take our Daughters’ to Work Day” in 1992. Her goal is to help the online community of women entrepreneurs, give them the business tools and services needed to become a Million $ Business. I was a recent Awardee of the M3 (Make Mine a Million $ Business) Competition in Houston. It includes lots of benefits, including help finding funding, 3 months of free business coaching, PR support from M Booth (AMEX’s agency) PR in New York, and lots of other things. You track your business earnings and other criteria on line, manage a blog and a record of achievements & setbacks, and stay in touch through the website. It is remarkable!
Q: Where can we find you?
A: Email: Jane@hbdesigninc.com
Twitter: @JaneHBDesignSF
Facebook: HB Building + Design Services
Website: www.hbbuildingandesigninc.com
Blog: www.hbbuildingandesigninc.com/homereport
Stay tuned for part 2 of my interview with Jane!
Posted by mel on 10. July 2010 08:43
Question I was asked: You talk fairly openly and directly about employee turnover. Losing employees is often what a company needs to move forward. Hiring and firing employees is probably the quickest way to make a cultural change...I found it refreshing. What has been the response of your clients, your readers?
Yes I do talk about it very directly, because it is what these leaders need to hear. There is so much information out there about employee retention and yes it is valid, when you have the right people. Retaining the wrong employees can be detrimental to your company.
A great example of this is one of the companies I worked with. When the owner first started the business, yes it was a great company and everyone loved working there--it was a family environment, but the company wasn’t growing. In fact, over time it was almost ran into the ground because while the people who were working there were great people and everyone felt like family, they were not growing with the business. The owner had to learn the hard lesson that your employees are not your family and there are times when you need to be able to make decisions based on what is best for the business.
Posted by mel on 7. July 2010 08:41
As the economy turns around, construction companies are preparing to hire again! In some cases, they will simply hire back the employees they had to let go, in other cases they will have to start over.
Deciding between hiring a candidate that is a strong fit with your company culture or a candidate with an impressive skill set can feel like a no-win situation. So, don’t put yourself in a situation where you need to choose! Instead, change how you think about announcing your intention to hire and the hiring process.
Most hiring announcements are based on specific tangible items: job title, years’ experience, job requirements, and then a blurb about the company. Makes sense right? Yes it does, but it fails to take into account the personality of the person who will be doing the job.
When a company hires for culture they do so based on chemistry, personality aspects, drive, and other key elements that make working at the company desirable. The lingering question throughout the interview process ends up being “Will they fit in?” People can learn the skills necessary to do the job, but if the person’s personality is not a fit, they will not remain with the company.
When a company hires for skill, they are trying to ensure that the new employee is ready and able to do the job from day one. Here, the lingering question is “Do they have the past experience to help us achieve our goals?” Skills alone are not sufficient and are all that can be determine from a resume or application. A potential’s techniques and standards still need to be considered to see if they are at the same level as your company’s and how they will work with other employees.
Balancing the two approaches is not easy and normally results in one of them out weighing the other—usually with skill out weighing culture. The reason is because skill is easier to prove while most techniques to assess personality and thinking patterns are illegal and unreliable at best, to use during the interview process. This is normally the case until a system or technique custom to a company’s culture is identified and implemented
Posted by mel on 30. June 2010 07:11
Three characteristics of construction companies who have survived, (and even thrived through these recent economic changes) are:
- They focus on their culture—making a point to live it every day. This is not just one person's job, it is everyone's responsibility.
- They don’t believe that just because a process or approach worked before it will always work in the future—they are open to and embrace change. The only thing in life that does not change is change itself. A business, like life changes every day--it evolves and grows whether you are aware of it or not.
- And, these companies understand that competition is really about 'Cooperation'—you can always learn something from someone else.
What other traits have you noticed?