Building your message for a tough market


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Though it's a difficult time for the construction industry, smart marketers can take this time to prepare for the eventual turnaround, Pickett said. “You have to have a target list of prospects, and you need to be able to introduce yourself to them,” he said. “This is going to turn around, and it's a good time to position yourself for when that happens.” Flitcroft also noted the benefits of continuing to market while others cut back. “There are marketers who will see this as an opportunity to gain market share and will continue to move forward with programs they have in place,” she said. “I'd focus in on critical issues that affect that contractor audience. If you can help with solutions, I think they'll pay attention to the marketing message and you'll gain market share.”
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