Building your message for a tough market

摘要

It's tough times in the construction industry, and companies trying to market their products and services to construction professionals are turning to more efficient and targeted tactics in an effort to remain relevant and ride out the downturn. Construction starts are expected to decline 12% this year, then drop another 7% in 2009, according to McGraw-Hill Construction's 2009 Construction Outlook, released last month. Home prices continue to drop-20% so far this year-and another 10% decline is expected through the first half of next year, the report said. Store construction has taken the biggest hit, with a 30% decline in retail square footage starts this year. "It's bad; things are coming to a halt in the construction area," said Mike Pickett, CEO of On-via, which tracks infrastructure spending for local, state and federal government projects, as well as education projects. "People are finishing projects and there's no new projects coming online."