There seems to be a good marriage between the Construction field and Duct Tape Marketing. Not only is there an obvious metaphorical match, but Duct Tape provides a blueprint for any construction concern to follow in order to grow.
Paul Pryor, author of the book Marketing Construction Services, believes that leadership is the key to marketing success in this sector. In his opinion, the three keys to success for construction marketing are 1) knowledge within an individual, discipline-specific field, 2) communication techniques to convey that knowledge, and 3) presentation skills so that knowledge can be imparted to others.
These keys follow closely the methodology by Duct Tape Marketing of narrowing your focus, differentiating and communicating on an individual basis as well as in numbers.
And when I study other industries, we tend to find the same 'keys to success'. Sure, the construction industry has a bidding process with phases and obligation, but they have to follow the same marketing guidelines as others. And that includes separating and packaging toward a niche...as well as communicating and presenting in a way that is superior to their competition. Are you in construction? How important is branding and differentiation to your company?
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