Competitive Advantage Consultancy Limited

Chris Ashworth

The Changing Face of Specification and Selection:

Targeting Professionals

Getting Attention

Don’t use• Direct Mail• Email• Telephone• Advertising• Cold Calling

Construction Media Index

Objectives• Provide impartial report for the use of

construction industry• Identify the key hard copy and

electronic media used by category of decision maker and market sector

• Identify the niche publications which are actually read

Construction Media IndexMethodology• Survey 613 respondents• Sample

– Architects, Interior Designers, Engineers, Surveyors, Main Contractors, Specialist Contractors, Housebuilders

– Residential, Education, Healthcare, Retail, Offices, Other Commercial, Industrial, Public non-Housing

– Key Journals, Online & Face to Face

Construction Media Index

• Sponsored by communications agencies– The Charlotte Street Agency– CIB Communications– MRA Marketing– Pauley Creative– Ridgemount PR

• Special price to delegate

Selecting your Media

• Traditional• Blogs• eNewsletters• Social Media• Twitter

Printed Journal ReadershipProportion who do not read any journals

Search Engines

Search Engines to Identify Products

Search Engines to Identify Services

Work Related Blogs

Blogs – Increased Usage

eNewsletter Readership

Social Networks: Facebook

Social Networks: LinkedIn

Social Networks: Building Network

Social Networks: tCn

Increased use of Social Networks

Twitter

Twitter to help with work

Hard copy Technical Literature

PDF Technical Literature

Technical Literature Preference

Technical LiteratureIs there a role for hard copy?

Technical Seminars

Conclusions

• Need a combination of traditional and digital communications channels

• Moving towards permission marketing• Google, Facebook, LinkedIn and Twitter

main forms of communication• Hardcopy literature continues to have a

role• Fast changing environment

Chris Ashworth

Competitive Advantage Consultancy Ltd

Strategy Development & Implementation

Customer Research

Training & Development

chris@cadvantage.co.uk

www.cadvantage.co.uk