Measuring Marketing

Advertising in Construction-Webcast Summary

The Construction Marketing Association’s Advertising Best Practices Webcast was packed full of inspired advertising case studies in the construction industry. CMA Chairman, Neil M. Brown, also shared tips on media planning and buying to better your advertising strategy. Results from a recent national CMA survey were also presented.  The survey found that 96.6% of construction professionals employed some form of…
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Strategic Construction Marketing Tools

As mentioned in a previous blog post on market research, there are several options for gathering information about customers and their buying preferences and purchase intentions. But what are some of the strategic tools that can be employed to assist in marketing decision-making? Below we will share several popular strategic marketing tools including internet-based competitive intelligence, market segmentation, perceptual maps,…
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Five Things They Didn’t Teach Your Marketing Team in College

(And Why This May Be Killing Your Company’s Sales) Originally posted by the Business Marketing Institute, by Eric Gagnon According to a recent study from Marketing Management Analytics and Financial Executives International, only 7% of financial executives surveyed were satisfied with their company’s ability to measure the ROI of their company’s marketing program. No wonder recession-hammered companies have been slashing marketing budgets. After…
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The Changing Construction Marketing Mix

Construction marketing is changing rapidly. The marketing mix is evolving, in a good way. There are many reasons for this metamorphosis. First, construction and business-to-business buyers (like consumers) increasingly use the Internet for sourcing and selecting products and services. Therefore search optimization becomes more important than ever. Internet search engine optimization (SEO) and social media both improve search results. Second,…
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What Is Your Marketing GPA?

Free Grading Service Now Available! A new marketing grading service is available that measures company or brand marketing performance on a 4.0 grade point average scale similar to education, and then issues a Marketing Report Card. The free Construction Marketing GPA™/Marketing Report Card™ service grades five (5) categories including: brand execution, marketing programs, Internet marketing, social media integration, and marketing…
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Quick Market Testing and Key Marketing Measurements Using Pay-Per-Click Search

by Eric Gagnon Print direct mail is a powerful means for market-testing sales copy, promotions, pricing, and other critical aspects of your marketing program. Online pay-per-click (PPC) advertising programs, such as Google AdWords, can also be used as a powerful, effective, and very fast method for testing many aspects of your marketing program’s sales copy, benefits, headlines, pricing and other…
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