Leveraging Promotional Items to Boost Your Brand and Attract Customers
As a construction professional, you know that running a successful business requires more than just exceptional craftsmanship. Effective marketing and branding can be the key to setting your company apart from the competition and securing a steady stream of clients. One often overlooked aspect of construction marketing is the power of promotional products.
In this insightful article, we sit down with Dan Mcllroy, the founder and president of Pro Ad Spec, a promotional marketing company with over 34 years of experience. Dan shares his wealth of knowledge on how construction companies can utilize promotional items to their advantage and leave a lasting impression on both current and potential customers.
The Importance of Becoming a "Construction Champion"
According to Dan, the hallmark of a true "construction champion" is taking immense pride in their work and ensuring their clients are raving fans. He emphasizes that if you don't have pride in what you do, it will be challenging to effectively market your services and get others excited about your business.
"In my opinion, a construction champion has to be somebody that's paying attention to what they're doing. They take a lot of pride in their work, put it out there so that their clients are raving about them, talking about what they do and making it a little easier to find some more business."
Leveraging Promotional Items to Reach the Neighborhood
One of the key insights Dan shares is the importance of not just focusing on the homeowner, but also engaging with the surrounding neighborhood. He suggests that simple gestures like dropping off a branded item, such as a pizza cutter or a memo board, to the neighbors can be an incredibly effective way to spread the word about your business.
"My neighbors don't know who you are. And maybe they got to do a similar project. And, uh, man, it takes ten minutes to walk up and down the block, five houses each way, and drop off something that says, hey, I was at your neighbor's house. I did some work for Dan. We did some siding for him. If I can help you, here's my number. That's simple."
Choosing Practical and Functional Promotional Products
When it comes to selecting promotional items, Dan emphasizes the importance of choosing products that are practical and functional, rather than just trendy or eye-catching. He explains that items that are used regularly, such as kitchen accessories or desk organizers, are more likely to keep your brand top-of-mind with your customers.
"Practical and useful are absolute key to promotional products as a marketing tool. And consumers have so much stuff in their kitchen that when you're dealing with a consumer household, that's where you want to be."
Avoiding Common Promotional Marketing Pitfalls
Dan also shares his insights on the common mistakes he sees construction companies make when it comes to promotional marketing. He cautions against simply handing out pens or other generic items at trade shows, as they are often quickly forgotten or discarded. Instead, he recommends taking the time to understand your target audience and create a thoughtful, targeted promotional strategy.
"If you spend 10, 15, 20 minutes talking to a consumer and you qualify them and they're a target for you, they're interested. Don't you think giving them a nice gift for their time would be a better way to spend your money than just throwing stuff on a table?"
Embracing a Consultative Approach
Throughout the conversation, Dan emphasizes the importance of taking a consultative approach to promotional marketing. He's not afraid to push back on clients' ideas if he believes they won't be effective, and instead works to understand their goals and develop a customized strategy that will deliver real results.
"I'm not afraid to say no, that's the wrong thing to do because that's the part of the job that I enjoy. That's the part of what I do is the thought process of, uh, oh, wow. You're a construction company. You're doing tiny homes. It's something new for you. How are we going to get people into your booth so you can actually get some?"
Watch The Full Interview Today!
By following Dan's insights and advice, construction companies can unlock the power of promotional marketing to build their brand, reach new customers, and ultimately become the "construction champions" they were meant to be.
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