Road Map to Digital Success

By Nick Pauley

Pauley Creative – The Digital Marketing Agency for the Construction Industry

Understanding Why Digital is Critical

80% of Success is Showing up. Woody Allen

@Nick_Pauley Source: http://searchengineland.com/seo-zero-moment-truth-242692

The BMF ‘Vision’

“To be the authoritative voice of the merchant industry”

•  To Create More Member Value

•  To Attract & Develop Young Merchant Talent

•  To Promote the Merchanting Industry

•  To Attract New Members

one industryone voice

Where do we want to go?Goal 1 – Establish the BMF as the “Must Join” Industry Body that Merchants and Suppliers want to belong to and engage withCriteria:• The number of branches and geographic spread• % industry turnover. Minimum target – 75%• Number of companies in membership• The number of merchant employees nationally• Number of members displaying and promoting

the BMF brand

Goal 2 – To highlight and establish the signifi cant performance of the Merchant Sector as a vital contributor to UK economic growth to key stakeholders (Government, National Press, Supply Chain, Customers and Members)Criteria:• Being routinely invited to contribute/comment on

key areas of policy/debate which impact upon the merchant sector by both trade and national press

• Column inches of press coverage in trade and national press as measured by equivalent advertising spend

• An increasing number of MP visits to Merchants and BMF meetings with Ministers, key civil servants and local Mayors and council leadersBM

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3. Strategic Partnerships

How will we get there? Our 5 Strategic Themes

“To be the authoritative voice of the merchant industry”And, a fully inclusive Federation that represents the interests of all merchants and suppliers to the builders merchants industry.

1. Industry AnalysisTo inform on the future of the sector and its impact on members and the Construction industry supply chain by 2020To do so will include preparation of information into the contribution of the sector, the changing nature of the supply chain including on-line purchasing and responsible sourcing

• New services should refl ect the diffi cult issues facing merchants e.g. Legislation, IT. Product Shortages, Chain of Custody

• Regional Managers should regularly ask members what they need and feed this back to HO

4. New Value Added Member Services 5. Industry Recognition• How does a BMF member diff erentiate

themselves from a non-member?• Should the BMF act as a mediator between:

Merchant and Customer, Merchant and Supplier?

2. Recruitment/Market SegmentationCore growth targets identifi ed as;• Plumbing & Heating (Merchants and Suppliers)• General Merchants• SuppliersAdditional segment opportunities identifi ed as;• Timber• Roofi ng

our vision

Goal 6 – To ensure the BMF is fi nancially viable and is not wholly dependent on its assetsCriteria:• To fulfi l the mission of the BMF on at least

a break even basis, continually exploring additional added value membership services

Goal 3 – To agree and promote the industry standard for Customer Service, Responsible Purchasing, Health & Safety, Training and Educational Qualifi cationsCriteria:• To develop policies on on-line sales and on

responsible purchasing• Researching, publishing and promoting industry

standards• To be recognised by our members as an authority

on these issues in the merchant sector• The number of members/percentage of applicable

members that sign up to those voluntary codes of practice which the BMF is looking to promote

Goal 4 – To be the leading body in helping to attract and develop talented people into the Merchant IndustryCriteria:• Increasing the number of all attendees on BMF

Training Courses, particularly Diploma candidates• Increasing the number of Apprentices generally

and in the BMF scheme in particular• Research on awareness of the Merchant Industry

vs other related industries• Increasing the number of new people entering the

industry (especially women) via school/college job fairs and via the BMF Youth Recruitment campaign and Open days

Goal 5 – To establish the BMF as the defacto industry reference responsible for “professionalising” the IndustryCriteria:• Clarity of BMF Membership criteria• The number of registered complaints and

comments about members received by the BMF

• Trade customer survey to be sent out tothe BMF members’ customers

• Number of health & safety incidents / accidents reported (RIDDOR)

• The number of BMF Members signing up to the new BMF Customer Charter

2015

2016

2017

2018

Leveraging relationships within the sector to enhance industry recognition, membership growth and services

• Preparation of a detailed report on “The UK Merchant Sector to 2020, Key Trends, Contributions and Recommendations for Commercial Sustainability”

• Prepare a feasibility study for expansion into Southern Ireland and involvement with Southern Irish Merchant Association

• What will the changes in supply chain/internet mean for the Merchant Industry by 2020

• Commission research• Hold supply chain forums• Hold round table discussions with BMJ/BMN• To compile a detailed Market report on the Merchant market

size and structure in conjunction with GFK and issue to trade and national press

• To attract the fourth and fi nal major multi branch merchant group into membership

• Identify the key membership requirements and clarify what the BMF off ers for General Merchants and amend promotional material accordingly

• Review BMF Membership categories• To attract one major multi branch merchant group into

membership by the end of 2015 • Identify the key membership requirements and clarify what the

BMF off ers for Plumbing & Heating • Identify the key membership requirements and clarify what the

BMF off ers for Suppliers

• Identify the key membership requirements and clarify what the BMF off ers for Roofi ng Merchants

• Clarify requirements and priorities for additional trade partnership bodies

• Investigate partnership with NHBC• Investigate partnerships with NGO’s e.g. WWF, Greenpeace,

Green Building Council

• Investigate partnerships with Customer trade bodies e.g. Plasterers, electricians and plumbers

• Continued Partnership with BMTT for the provision of funds for BMF training – On-going

• Continued partnership with Worshipful Company for charitable work and donations – On-going

• Continued partnership with FEST & UFEMAT Representing UK merchants’ interests – On-going

• Partner with SNIPEF for Improving long standing liaison• Clarify requirements and priorities for each of the

core trade partnership bodies• Partner with FMB for representing merchants’

customers• Partner with TTF for timber related events

• Evaluation of how we maximise information via existing resource

• Introduce Supplier, Finance and HR Forums

• Evaluation of how we get more engagement from existing members with existing member services, specifi cally training

• Capture information from Regional Managers via face to face contacts with members and via new MMS system

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• To compile a detailed Market report on the Merchantmarket size and structure in conjunction with GFK and issue to trade and national press

• Launch new BMF Customer Charter outlining clear guidelines to the Industry of what diff erentiates a BMF Member from a non-Member

• Set out BMF Disputes Resolution Procedure outlining need for Members to use their own disputes proceedures fi rst

• Develop Awards to Trainees and Members• Support Award Schemes of Partner trade bodies• Review and evaluate BMF Industry Reference matrix by June

2015 and present at BMF All Industry Conference

• Identify the key membership requirements and clarify what the BMF off ers for Timber Merchants

• To attract 75% of the Merchant Industry (500 merchants) by 2017

• To attract 250 suppliers into membership by 2017

Key Action Points Key Action Points Key Action Points Key Action Points Key Action Points

• Partner with CPA (active partnership), for tapping into economic and lobbying resource

• Partner with NMBS having dialogue/conversation as client/member but no strategic partnership

• Partner with IOBM for a partnership in training, using IOBM logo where applicable

• Partner with CBI and CITB

• Liase with CPA to leverage knowledge/expertise on key trends within the Merchant Sector. Recruit an internal additional resource

@Nick_Pauley

SOSTAC – Marketing Planning Framework

1. Situational Analysis

2. Objectives

3. Strategy 4. Tactics

5. Actions

6. Control

@Nick_Pauley Source: http://www.smartinsights.com/digital-marketing-strategy/sostac-model/

Research: Speak to Those Who Matter

Your Team Marketing Partners

Advocates

General Merchants Manufacturer/Supplier

Service providers

Prospects

Roofing or Timber Merchants

In House & External Teams Members (Target Audience) Prospects

@Nick_Pauley http://www.pauleycreative.co.uk/2016/02/how-building-product-manufacturers-can-create-strong-target-personas/

Research: Understand Your Marketing Challenges

•  Website Not Fit for Purpose •  Old Systems (eg. Email & CMS) •  Low Visibility in Search •  Disjointed Customer Journey/Experience •  Promotion Training and Events •  New CRM •  Unclear Website Analytics

@Nick_Pauley

Research: Understand Your Customer Needs

Winning new business and promote our services

Encourage merchants to invest more effort in

using Omnichannel marketing

Help us understand the impact of digital

on our market

Lobby the government - for prompter payment legislation and to revoke the CPC and EU driving rules for merchants that

multi drop deliveries

Staff – help with recruiting and training staff

@Nick_Pauley

Research – Is Your Site Working Hard Enough?

Poor user Experience Poor Search Visibility

No Data capture Great Content Hard to find

Website Analytics Not Set Up Correctly

Are Other Websites Ahead

Poor Technical Build

Some Content out of Date No Automation

Old Systems & Technology

@Nick_Pauley http://www.pauleycreative.co.uk/2014/12/5-simple-tactics-to-audit-the-success-of-your-construction-product-manufacturer-website/

Other ‘BMF’s’ in Search

Understand the Challenge = Better Solution

•  Create More Value •  Help Develop Talent •  Promote the Industry •  Attract New Members

Winning new business and promote our services

Staff – help with recruiting and retaining staff

Training - help with training of staff for the future. Specifically,

increasing management and marketing training

Ease of Use

Visibility & Reach

Integration with CRM

Business Goals

Marketing Goals Customer Needs

@Nick_Pauley http://www.pauleycreative.co.uk/2014/10/stop-worrying-about-the-competition/

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Recommendations: Based on Fact (not Fluff)

BMF

BMF HOME MEMBER SEARCH LOGIN/LOGOUT JOIN BMF

ABOUT BMF

PARTNERS

CREDENTIALS

POLICIES

CAREERS

VACANCY 1

VACANCY 2

OUR HISTORY

MEMBERSHIP

BECOME A MEMBER

BENEFITS

BENEFITS CALCULATOR

MEMBERSHIP TYPES

FOR MERCHANTS

FOR DISTRIBUTORS

FOR SUPPLIERS/MANUFACTURERS

FOR SERVICE PROVIDERS

WHAT OUR MEMBERS SAY

TRAINING

POPULAR COURSES

COURSE SEARCH

COURSE 1

COURSE 2

THANK YOU FOR BOOKING

EVENTS

FEATURED EVENTS

UPCOMING EVENTS

EVENT 1

EVENT 2

THANK YOU FOR BOOKING

RESOURCES

NEWS & EVENTS

NEWS

EVENTS

CAMPAIGNS

KNOWLEDGE BANK

HR

MARKET DATA

LEGISLATION

LEADERSHIP

PUBLIC AFFAIRS

CASE STUDIES

CASE STUDY 1

CASE STUDY 2

WHITEPAPERS

WHITEPAPER 1

WHITEPAPER 2

THANK YOU FOR DOWNLOADING

ROOM HIRE

CONTACT

THANK YOU

TS&CS PRIVACY POLICY

KEY

SEE SEPARATE SECTION

PAGE 1 / 2

1. New Site Map

2. Clear Wireframes & Tech Spec 3. Design/Layout/Creative

@Nick_Pauley http://www.riba-insight.com/monthlybriefing/16-06/how-to-create-the-perfect-sitemap-for-your-building-products-website.asp

Review: Data for foresight, not hindsight

@Nick_Pauley

Review: Measure What Matters

Market Data Download Whitepaper Download

Become a member Blog Subscription

Policy Manifesto Download Register for training And/or events

Call Back Request Newsletter sign-up

Training Brochure Request Website Enquiry

@Nick_Pauley http://www.pauleycreative.co.uk/2015/02/how-to-use-utm-tags-to-measure-construction-marketing-and-pr-activity/

The Plan – Remove Random Acts of Marketing…

Resources Training Info

Nurture

Follow Up

Sales Ready

CRM

Brochure Request

Event Booking

Subscription

Registration

Call Back Request

Ask A Question

Search/Links/PPC

Advertising

PR/Events

Email/Content

Social Sites

Microsites/Apps

Performance Tracking

@Nick_Pauley http://www.pauleycreative.co.uk/2010/09/random-acts-of-marketing/

Review: Understanding What Works

Plan

Reach

Act

Convert

Advocacy

Search, Web, email, Social, Shows

Case studies, Webinars, Whitepapers

Pass to Sales

Service

Re

view

, Re

fin

e &

Re

pe

at

Plan

Buyer stage: Membership/Training/Events

Buyer Stage: Research/contemplating

Buyer Stage: Planning/Decisions

Buyer Stage: Advocacy

£££

What Works What doesn’t

@Nick_Pauley

Thank You for Listening…

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http://www.pauleycreative.co.uk/blog/

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