Ad gurus state the obvious when they say you need to know who your target audience is. Once you identify them then you have to figure out how to reach them – basically, what kind of advertising to use.

Some of the advertising efforts for construction companies should be focused on reminding past customers, and others who can refer customers, that you are still around and maybe even that you have some promotions going on.

I think what a lot of construction businesses miss out on is the opportunity to create a network of referring companies. Every contractor for example works with a wide range of other non-competing contractors. Those other contractors are in touch with other people who may need their particular service, or product.

You might ask yourself if your team, your company and all those other companies you work with, is marketing itself effectively. Is there a lead sharing system in place? Do you coordinate on advertising? Do you collaborate on advertising? When you mail out your customer newsletter do you include promotions being offered by your subs? That works going the other way also. Don’t neglect your suppliers either. Especially when it comes to specialty suppliers there may be joint promotional opportunities that would serve both of you well.

Starting off the New Year with a resolution to create a marketing web that promotes all of your businesses could just add some new vibrancy to your marketing efforts.

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