If you think marketing is strictly for the big boys, think again. Marketing services in the construction industry are still in their infancy and many small and medium-sized firms could increase profitability by at least 10 just by using a few simple marketing tools and techniques. One such tool is a contact management database. I am often amazed to find that many professional firms do not possess a database capable of telling them basic marketing information, such as when a past client or friendly referrer of work was last spoken to. The usual response is "yes, we have a database - it's our Christmas card list". This is often an out-of-date collection of names and addresses that do not identify the services previously sold, the client's industry sector or even a list of past projects.
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