There is no dispute that the internet is the new frontier in marketing. However, this doesn't mean that traditional marketing is dead – on the contrary, it is efficient and reliable when done correctly. Traditional marketing requires a hands-on approach, and it is especially effective for hands-on industries that involve a lot of physical interaction, such as construction.
Here is an overview of five traditional marketing techniques that can help boost your construction company's brand awareness:
Your current and potential clients would appreciate a good gift, regardless of how simple it may be. Their response would also be highly beneficial for your business in many ways, including by improving brand recognition.
People tend to hold on to tangible gifts longer than they do paper or digital business cards and pamphlets. They are reminded of your company every time they see and use that gift. The people around them are also made aware of your company when they see those branded gifts.
It is not uncommon for your gifts recipients' to narrate stories about how they received those gifts to the people around them (these people could be colleagues who share similar interests, such as building). This usually paints your company positively, essentially serving as a lead generator and bringing in more potential clients with a positive opinion of your brand.
It is prudent to pick practical gifts that can help solve your audience's everyday problems. For example, many people would appreciate a branded coffee mug that they can use at the office. They could also use your branded pens every time they needed to write for weeks or months to come.
Erecting banners at strategic locations around your market region is an excellent strategy to inform the public of your presence. Banners are not intrusive, and you don't need to approach people personally. They are also efficient, especially if their design captures your audience's attention and delivers the right message.
Ideally, your banners should check the following boxes:
The concept of audience targeting should be one of the guiding factors when determining where to place your banners. As mentioned, choose strategic locations frequented by people who may be interested in your services – think along the lines of current and future construction sites across the city.
As explained, your company's banners should attract your target audience's attention. Erecting branded signage at your company's location and construction sites is guaranteed to get the attention of everyone within its vicinity – of course, this depends on how well it stands out. It is like a calling card notifying people of your company's presence and location.
How effective is branded signage? Consider the world-famous McDonald's brand logo: a simple 'M.' Anyone feeling hungry just needs to look up at the city's skyline to find the nearest McDonald's restaurant, and they are guaranteed to find their favorite fast food.
While your construction company doesn't enjoy McDonald's worldwide recognition, its branded signage can be just as effective. The trick is to make it visible and include a clear message letting everyone know exactly what you do.
Getting your workers matching branded uniforms makes them (and your company) appear more presentable – essentially, it demonstrates professionalism in an industry considered informal. Branding the apparel unlocks more benefits, including improving brand awareness. Essentially, your employees market your brand everywhere they go when wearing the apparel.
Branding your employees' apparel also creates brand awareness among another key target audience: construction workers. You need workers to honor your contracts, and they are becoming increasingly difficult to find and retain.
Providing your employees with apparel demonstrates that you care about their well-being. This is appealing to other employees who may be looking for better opportunities with employers like you.
Construction involves many hazards that put your employees' health and safety at risk. It is your responsibility to keep them safe through safety training and by providing them with personal protecting equipment (PPE) such as boots and helmets.
Branding your employees' PPE would also help increase brand awareness. It would have all the benefits of branding employees' apparel – and more. Most notably, providing your employees with PPEs (regardless of whether or not they are branded) would demonstrate that you care. It would naturally improve your company's credibility among everyone who sees or interacts with your employees.
These traditional methods of marketing are efficient for boosting brand awareness. There are many other tactics that you could use, but it is prudent to ensure that they align with your company's goals and business model.
Brandit can help you leverage the power of these and other traditional and modern forms of marketing and brand awareness. Get in touch today to learn more about our solutions. You can also download our Brandit vs. Everyone Else guide to find out what makes us stand out.