Marketing Disruptors in a ‘Disrupted’ World
18th August 2020
Barbour ABI is part of the Informa Intelligence Division of Informa PLC
This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.
Every year the CMAs are held to shine a spotlight on the outstanding marketing activity carried out by construction companies across the country. Here at Barbour ABI, we understand the importance of a well-executed marketing campaign and the difference it can make to brand development, lead generation and company growth.
Indeed, there are countless examples of innovative marketing across the industry, and that is why it is so important to support the platform for marketing teams to pause for thought, reflect on the construct of a campaign and its outcomes, and then choose to share their story.
The UK construction market is vast, and companies of all shapes and sizes co-exist in a space where it is crucial not to treat customers with one brush stroke. It is exciting to witness the evolution of marketing in the sector. Some may say that there is still work to be done to change and improve the perception of construction marketing, but it is also fair to say that we are seeing signs that would point to revolution rather than evolution. And the context of the world we now live in may have sped that up just a little bit.
We could argue that marketing has never been so important to the recovery and growth of a business. I can’t wait to learn about the campaigns that have helped construction businesses to survive and even thrive. Over the past 150 days or so, customer communications have taken priority for the marketing team at Barbour ABI in helping our clients navigate rocky waters. We have imparted free research, tools, content, support and advice. These ‘pay it forward’ strategies are crucial in helping to support the industry to rebound strongly in tricky times, but often innovation is prompted as a result of their findings. For instance, closer communication with customers has now resulted in the launch of branded monthly customer update that is produced as an interactive e-book.
I am personally excited to see how many award entries are based on purely digital campaigns. I am intrigued by how companies will have pivoted their messages in light of #COVID19 and doubled their outcomes as a result. It will also be fascinating to read about the marketing campaigns that have been segmented and personalised to a granular level to really capture the hearts and minds of their target audience.
Usually the CMAs, like many awards, culminate in an awards ceremony and dinner. This gives us the opportunity to collectively celebrate the nominees and winners, but an event like this also provides a chance to network with peers. The pandemic we are living in currently means that this year we won’t be getting together in person. However, like many other face to face events, the CMAs will move online and we will still be able to celebrate the innovation and successes of construction marketing.
I urge marketing colleagues from around the UK to consider submitting an entry. Together we can continue to disrupt the perception of the role and function of marketing in construction by highlighting truly disruptive examples of marketing that have helped drive business forward during these challenging times.
Barbour ABI is the market leading provider of UK construction intelligence services, based in Cheshire Oaks. With more than 80 years’ experience, our in-house team of research specialists and a dedicated economics team provide commercially relevant insight and unique analysis of trends and developments within the building and construction industry. Barbour ABI is the chosen provider of Construction New Orders estimates data to the Office for National Statistics and partner of the Government’s Infrastructure and Projects Authority in providing the National Infrastructure and Construction Pipeline.
Barbour ABI is part of Informa, a leading international events and intelligence group and a member of FTSE 100, with over 11,000 colleagues working in more than 30 countries.