Today we’re tackling a topic that I feel is long overdue – the low bar of marketing within the construction industry. Why is the standard so poor? Why do so many marketing teams feel stuck, following outdated or ineffective strategies? And more importantly, what can we do to change it?
In this episode, we’re going to explore why marketing in construction often feels like it’s stuck in the past, discuss the key excuses businesses use to justify underperformance, and most importantly, outline the four foundational marketing principles that can elevate any organisation.
This is a topic I feel strongly about, and I hope that by the end of this episode, you’ll not only have a fresh perspective on marketing but also some practical takeaways to improve your strategy—whether you’re part of a small team, a one-person department, or leading a full-scale marketing operation.
So, let’s get into it.
The Marketing Challenge in Construction
Around this time last year, I was fortunate enough to be invited to present at the Builders Merchants Federation (BMF) Marketing Forum at JCB HQ in Uttoxeter. The BMF has been on an impressive journey over the past decade, completely transforming its approach and positioning itself as a modern, forward-thinking organisation.
Their move from an old, expensive building in London to sleek, modern offices in the Midlands is symbolic of their wider transformation—one focused on market orientation, putting the merchant first, and driving the industry forward. They understand that when one part of the industry improves, everyone benefits. A rising tide lifts all boats, as the saying goes.
From a marketing perspective, this is one of the few real success stories in the construction sector. And that’s precisely the issue—why are there so few? Why is the standard of marketing in construction so low?
Too often, companies seem to engage in marketing not because they genuinely believe it will drive business success, but simply because "everyone else is doing it." But if everyone else is doing the bare minimum, and we follow suit, we’re just reinforcing the same low standard across the industry. This creates an opportunity—a huge one—for marketers who are willing to think differently, take marketing seriously, and truly elevate their game.
Which brings me back to my presentation at the BMF Forum. I thought this would be the perfect opportunity to share some of the key insights from that talk because, a year later, the conversation is still just as relevant—if not more so.
I hope this episode gives you value, makes you question some of your current marketing practices, and ultimately encourages you to think differently about how getting your marketing right can lead to real business growth—whether that means increased enquiries, greater brand awareness, higher market share, stronger sales, or ultimately, better profitability.
But here’s the odd thing: while I’m advocating for change, the fundamentals of marketing haven’t actually changed at all. The core principles remain the same.
Sure, media channels have evolved. Consumer habits have shifted. But the way we build the foundations of a marketing strategy has not. That’s what we’ll break down today—how everything has changed, and yet nothing has changed at all.
Topics you’ll hear covered in this episode:
- The Reality Check: The Data Doesn’t Lie
- The Four Foundations of Strong Marketing:
1. Understanding the Market and Basic Market Orientation
2. Strategic Intent – The Car Journey Analogy
3. Tactical Execution – The 4Ps of Marketing
4. Number Crunching – Looking Beyond the Surface Data
- Where are we now and what do we need to do to heighten this bar or mediocre marketing?
Links
Adobe Express 30-day Free Trial: https://prf.hn/l/ZYdd028
Website: https://www.builddifferent.marketing/
Linktree: https://linktr.ee/builddifferent
