How Marketing Is Helping the Construction Sector Pull Through COVID-19

We all know the impact that COVID-19 has had on the entire world, and although parts of the construction and built environment have been able to continue, albeit at slower rates due to increased safety measures, many companies within the industry have taken a massive hit to the bottom line in 2020.

So how have some construction companies managed to continue their growth and flourish in one of the most unprecedented and unusual economic environments in living memory?

Construction Marketing Experts conducted a survey of 38 companies across the sector and has uncovered some interesting findings as a result.

Whilst the importance of marketing is recognised across the industry, with cash flow being squeezed as a result of COVID-19, many businesses have significantly reduced their marketing budget.

89% of respondents agreed that marketing was important or essential at this time, however only a quarter of these have either kept their marketing budget the same or increased it. With the majority reducing it and 16% cutting the budget for marketing entirely. There is a knowledge and willingness about the importance, however the practicalities of finding the funds to develop comprehensive marketing plans has not followed suit.

A third of businesses surveyed did not have in in-house marketing team, and instead use experts in the field such as Construction Marketing Experts. However, 29% of respondents did have an internal team which had been furloughed due to the pandemic, with less than half of these now having returned from furlough at the time of conducting the survey (July 2020).

Having a comprehensive marketing strategy to deal with crisis management such as with the recent COVID-19 crisis, in an organised and planned way, is a sure-fire way to ensuring a negative can be turned into a positive. Almost half of respondents to the survey (47%) did not have a marketing plan in place to respond to the crisis in a way which would help their business thrive. Crisis management planning in terms of marketing and PR is something Construction Marketing Experts can assist businesses with and have taken on a number of new clients throughout the recent period to ensure they maximise the positive opportunities this very negative situation poses.

An ongoing marketing plan and strategy throughout the pandemic and beyond allows business owners to maximise the chance of bringing in new business – something 55% of all respondents to the survey said was the most challenging action facing them at the moment.

Construction Marketing Experts offer a bespoke and comprehensive COVID-19 Response Package, which over 70% of respondents to the survey requested.

In summary it’s clear the construction sector are aware of the benefits marketing, such as that delivered by Construction Marketing Experts, brings to their business in terms of generating interest and helping achieve the difficult goal of bringing in new business.

Having a marketing agency support businesses in delivery of bespoke solutions, means emergency situations such as those caused by the pandemic can be spun around to deliver a positive impact on the bottom line in terms of new business opportunities, so reducing marketing spend is certainly something those managing construction budgets might want to think twice about cutting.

If your business is looking to develop a comprehensive marketing plan, with measurable ROI and increased new business as a result, Construction Marketing Experts are here to help.