mikepconway construction marketing 2010
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Construction Marketing 2010 presentation on PR in marketingTRANSCRIPT
Mike ConwayDirectorCamargue
4th February 2010
Using PR effectively in your marketing strategy
20 years in construction PR
Seen a great deal of change
Supported large and small
Supported public and private sector
Delivered PR for the right reasons and the wrong reasons
Gems of wisdom:
Nothing stays the same
Adapt and survive
Opportunity always exists
Using PR Effectively
A little about me
Planning supportProgrammes
Bid and Tender Support
PR and Marketing Communications
A little about Camargue
Construction Planning Waste and Energy
The UK Construction Industry is…..:
It will take until 2013 to get back to pre-recession levels of construction activity
40% of their members think things will decline further in Q1 2010
One third plan to make redundancies in Q1 2010
Richard Diamond
Federation of Master BuildersRadio 4 – 26th Jan 2010
Using PR Effectively
And the fight isn’t over…….
Using PR Effectively
PR – winner or loser?
Marketing Trends SurveyAutumn 2009
Using PR Effectively
Optimistic outlook
Using PR Effectively
Breakdown on marketing spend
Using PR Effectively
2010: Shift in Spending
Using PR Effectively
2010: Best ROI
Huge pressures on budgets
Clients looking hard at value and ROI
Estimate: corporate marketing & PR spend down by 20%
Advertising hit harder than PR
Using PR Effectively
What does this all mean
Using PR Effectively
Advertising hit hard
PR considered to offer greater ROI
Apparent migration of spend from advertising to PR
Using PR Effectively
Prognosis for PR in the built environment
So PR is important going forward, but if you are going to do more of it….
What exactly is it?
Using PR Effectively
An isolated press release
A launch event
A trade show stand
Reactive delivery
“Let’s do some PR on this”
Colour seps or advertorial
Using PR Effectively
What PR is not…..
Using PR Effectively
PR by definition is confusing
Public information
Investor relations
Stakeholder relations
Public affairs
Corporate communication
Marketing
Public relations is about reputation - the result of what you do, what you say and what others say about you.
Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour.
It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.
Using PR Effectively
PR is…
CIPR Definition
“It is about every interface where a client or potential client can and will make a judgement on you – your values, your service, your quality and your ethos
Public Relations is as much about the quality of your toilet paper, the way phones are answered and the behaviours of your people”
Using PR Effectively
PR is…
An old mentor’s definition
Influence decisions – customer or talent
Create awareness
Generate interest
Create leadership
Change perceptions
Manage risk
Realign values to match ever changing client needs
Using PR Effectively
PR can…
Using PR Effectively
Where does PR fit?
Communities
Staff
Talent Pool
Potential CustomersCustomers
Competitors
Investors Partners
Bids/Tenders
Media
Online
Who makes decisions on
their relationship with you?
Using PR Effectively
Where does PR fit?
Communities
Staff
Talent Pool
Potential CustomersCustomers
Competitors
Investors Partners
Bids/Tenders
Media
Marketing Communications
StrategyMedia
Relations
Exhibitions
Advertising
Collaterals
Newsletters
Receptions
Networking Online Online
Research
Direct Marketing
Sponsorship
Using PR Effectively
Where does it fit?
PRCommunities
Staff
Talent Pool
Potential CustomersCustomers
Competitors
Investors Partners
Bids/Tenders
Media
What can you offer me
Who are youWhy listen to you
Why choose you
Marketing Communications
Strategy
PR defines the message – the values, attitudes that will influence decisions and behaviors you desire from your publics
A marketing communications strategy defines how you deliver your message
Sales marketing – how you create revenue
Using PR Effectively
PR…..in summary…..
Have your customers been blown away – are they still there?
What are the issues that they now face?
What do customers want from a business like yours?
What are you offering them that they want?
How have their priorities changed?
Have relationships changed?
Do you need to change to meet their needs?
Where are the gaps?
Your Expectation
PR issues in the wake of the tornado
Trust?
Cost/Quality = Value?
Financial surety?
Integrity?
Innovation?
Quality of people?
Sustainable/Green creds?
Geographic coverage?
Health & Safety?
Customer Support?
Reputation?
Your Expectation
What is important to your customers?
?
Focus/Priorities
Understand the landscapeStakeholder Audit
Your stakeholders
Shareholders/City
Management
Staff
DirectorsCustomers: lapsed
Customers: One-off
Customers: Long-term relationships
Customers: targeted
Customers: tomorrow’s markets
Media
Industry influencers/commentators
Government
CompetitorsSupply Chain
Understand the landscapeStakeholder Audit
Will identify ‘gaps’ in perception
Looks at business issues - +ve & -ve
Internal External Industry
• Attracting and retaining talent
• Leadership/direction
• Future prospects
• Investment in career
• Listening
• Innovation
• Why you win/lose
• Why things go wrong
• Quality
• Personal relationships
• Innovation
• Leadership
• Financial control
• Trends
• Future markets
• Leadership
• Innovation
• Industry development
Understand the landscapeStakeholder Audit
Should drive Communications Strategy
Consistent messages will shift perceptions
Use results as a tool to shape future strategy
What are your customers’ issues?
Stakeholder Audit
Issues Matrix
FTSE 100 company in the built environment
Currently successful – good profits
Strong pipeline
Needed to understand how to sell itself in the wake of the tornado
What is important to customers now and in the future
Case study:
Customer Perception Audit
Major Customer Perception Study
360 degree review of business
305 stakeholders views obtained
Internal and external
Clients – existing, past, present
Supply chain partners
Employees
Case study:
Customer Perception Audit
4 months
95 face to face interviews
200 online questionnaires
Requirements for the future
SWOT
Competitors
Business opportunities
Strengthen relationships
Case study:
Customer Perception Audit
Results are now impacting short & long-term marketing strategy
Issues understood
Messages developed
Feeding into future PR positioning
Case study:
Customer Perception Audit
Using PR Effectively
Research: at the heart of issues based PR campaigns
RESEARCH
UNDERSTANDING
ISSUES BASED PR CAMPAIGNS
Building Best Employer Times Top 100 Passionate about people
Case study: John Rowan & Partners
How can we help address the issue?
Case study: John Rowan & Partners
Graduate Talent Pool existed Skills requirement by 2013 Already providing internships Develop industry initiative Support internships Signpost Graduate Talent Pool
Case study: John Rowan & Partners
WRAP Resource efficiency Waste reduction Raised awareness of the issue Needed to encourage action And prove engagement
Case study: WRAP
How do we get the sector to take
action?
Case study: WRAP
Undertook industry consultation Launched Construction Commitments –
Halving Waste to Landfill by 2012
Case study: WRAP
Major Westminster launch event
Extensive media coverage Series of UK workshops
280 signatories
Pressure on budgets; movement towards PR
PR is about the message; to change behaviours with your publics/stakeholders
The landscape has changed; understand your customers needs in the wake of the tornado
Research and map out the issues they face
Develop messages that respond to them
Build into creative, issues driven campaigns
In Summary
Its not social media – it is powerful networking
Will be increasingly important
Content is key
Webs need to be dynamic and integrate social media feeds
Build it into planning
Understand it – even if you haven’tstarted using it
Finally – a word on social media
Website
Source of information
Links to partner webs/blogs
• Commentary
• Focused
• Informative
• Linking to other sites
Potential new business
• Looking for ideas
• Looking for leadership
Target Audience
• Stimulate interest
• Create dialogue
• Drives traffic to Blog and social media sites
Media relations and other channels
Blog feed social media sites
Proactively build networks
Feed back to Blog
Blog drives audience to microsite and source information
Define search terms and trigger words
Blog