BMF Members Day Construction Digital Marketing Strategy Presentation
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Transcript of BMF Members Day Construction Digital Marketing Strategy Presentation
Road Map to Digital Success
By Nick Pauley
Pauley Creative – The Digital Marketing Agency for the Construction Industry
Understanding Why Digital is Critical
80% of Success is Showing up. Woody Allen
@Nick_Pauley Source: http://searchengineland.com/seo-zero-moment-truth-242692
The BMF ‘Vision’
“To be the authoritative voice of the merchant industry”
• To Create More Member Value
• To Attract & Develop Young Merchant Talent
• To Promote the Merchanting Industry
• To Attract New Members
one industryone voice
Where do we want to go?Goal 1 – Establish the BMF as the “Must Join” Industry Body that Merchants and Suppliers want to belong to and engage withCriteria:• The number of branches and geographic spread• % industry turnover. Minimum target – 75%• Number of companies in membership• The number of merchant employees nationally• Number of members displaying and promoting
the BMF brand
Goal 2 – To highlight and establish the signifi cant performance of the Merchant Sector as a vital contributor to UK economic growth to key stakeholders (Government, National Press, Supply Chain, Customers and Members)Criteria:• Being routinely invited to contribute/comment on
key areas of policy/debate which impact upon the merchant sector by both trade and national press
• Column inches of press coverage in trade and national press as measured by equivalent advertising spend
• An increasing number of MP visits to Merchants and BMF meetings with Ministers, key civil servants and local Mayors and council leadersBM
F:Go
als fo
r 201
7
3. Strategic Partnerships
How will we get there? Our 5 Strategic Themes
“To be the authoritative voice of the merchant industry”And, a fully inclusive Federation that represents the interests of all merchants and suppliers to the builders merchants industry.
1. Industry AnalysisTo inform on the future of the sector and its impact on members and the Construction industry supply chain by 2020To do so will include preparation of information into the contribution of the sector, the changing nature of the supply chain including on-line purchasing and responsible sourcing
• New services should refl ect the diffi cult issues facing merchants e.g. Legislation, IT. Product Shortages, Chain of Custody
• Regional Managers should regularly ask members what they need and feed this back to HO
4. New Value Added Member Services 5. Industry Recognition• How does a BMF member diff erentiate
themselves from a non-member?• Should the BMF act as a mediator between:
Merchant and Customer, Merchant and Supplier?
2. Recruitment/Market SegmentationCore growth targets identifi ed as;• Plumbing & Heating (Merchants and Suppliers)• General Merchants• SuppliersAdditional segment opportunities identifi ed as;• Timber• Roofi ng
our vision
Goal 6 – To ensure the BMF is fi nancially viable and is not wholly dependent on its assetsCriteria:• To fulfi l the mission of the BMF on at least
a break even basis, continually exploring additional added value membership services
Goal 3 – To agree and promote the industry standard for Customer Service, Responsible Purchasing, Health & Safety, Training and Educational Qualifi cationsCriteria:• To develop policies on on-line sales and on
responsible purchasing• Researching, publishing and promoting industry
standards• To be recognised by our members as an authority
on these issues in the merchant sector• The number of members/percentage of applicable
members that sign up to those voluntary codes of practice which the BMF is looking to promote
Goal 4 – To be the leading body in helping to attract and develop talented people into the Merchant IndustryCriteria:• Increasing the number of all attendees on BMF
Training Courses, particularly Diploma candidates• Increasing the number of Apprentices generally
and in the BMF scheme in particular• Research on awareness of the Merchant Industry
vs other related industries• Increasing the number of new people entering the
industry (especially women) via school/college job fairs and via the BMF Youth Recruitment campaign and Open days
Goal 5 – To establish the BMF as the defacto industry reference responsible for “professionalising” the IndustryCriteria:• Clarity of BMF Membership criteria• The number of registered complaints and
comments about members received by the BMF
• Trade customer survey to be sent out tothe BMF members’ customers
• Number of health & safety incidents / accidents reported (RIDDOR)
• The number of BMF Members signing up to the new BMF Customer Charter
2015
2016
2017
2018
Leveraging relationships within the sector to enhance industry recognition, membership growth and services
• Preparation of a detailed report on “The UK Merchant Sector to 2020, Key Trends, Contributions and Recommendations for Commercial Sustainability”
• Prepare a feasibility study for expansion into Southern Ireland and involvement with Southern Irish Merchant Association
• What will the changes in supply chain/internet mean for the Merchant Industry by 2020
• Commission research• Hold supply chain forums• Hold round table discussions with BMJ/BMN• To compile a detailed Market report on the Merchant market
size and structure in conjunction with GFK and issue to trade and national press
• To attract the fourth and fi nal major multi branch merchant group into membership
• Identify the key membership requirements and clarify what the BMF off ers for General Merchants and amend promotional material accordingly
• Review BMF Membership categories• To attract one major multi branch merchant group into
membership by the end of 2015 • Identify the key membership requirements and clarify what the
BMF off ers for Plumbing & Heating • Identify the key membership requirements and clarify what the
BMF off ers for Suppliers
• Identify the key membership requirements and clarify what the BMF off ers for Roofi ng Merchants
• Clarify requirements and priorities for additional trade partnership bodies
• Investigate partnership with NHBC• Investigate partnerships with NGO’s e.g. WWF, Greenpeace,
Green Building Council
• Investigate partnerships with Customer trade bodies e.g. Plasterers, electricians and plumbers
• Continued Partnership with BMTT for the provision of funds for BMF training – On-going
• Continued partnership with Worshipful Company for charitable work and donations – On-going
• Continued partnership with FEST & UFEMAT Representing UK merchants’ interests – On-going
• Partner with SNIPEF for Improving long standing liaison• Clarify requirements and priorities for each of the
core trade partnership bodies• Partner with FMB for representing merchants’
customers• Partner with TTF for timber related events
• Evaluation of how we maximise information via existing resource
• Introduce Supplier, Finance and HR Forums
• Evaluation of how we get more engagement from existing members with existing member services, specifi cally training
• Capture information from Regional Managers via face to face contacts with members and via new MMS system
Stra
tegi
c T
hem
es
• To compile a detailed Market report on the Merchantmarket size and structure in conjunction with GFK and issue to trade and national press
• Launch new BMF Customer Charter outlining clear guidelines to the Industry of what diff erentiates a BMF Member from a non-Member
• Set out BMF Disputes Resolution Procedure outlining need for Members to use their own disputes proceedures fi rst
• Develop Awards to Trainees and Members• Support Award Schemes of Partner trade bodies• Review and evaluate BMF Industry Reference matrix by June
2015 and present at BMF All Industry Conference
• Identify the key membership requirements and clarify what the BMF off ers for Timber Merchants
• To attract 75% of the Merchant Industry (500 merchants) by 2017
• To attract 250 suppliers into membership by 2017
Key Action Points Key Action Points Key Action Points Key Action Points Key Action Points
• Partner with CPA (active partnership), for tapping into economic and lobbying resource
• Partner with NMBS having dialogue/conversation as client/member but no strategic partnership
• Partner with IOBM for a partnership in training, using IOBM logo where applicable
• Partner with CBI and CITB
• Liase with CPA to leverage knowledge/expertise on key trends within the Merchant Sector. Recruit an internal additional resource
@Nick_Pauley
SOSTAC – Marketing Planning Framework
1. Situational Analysis
2. Objectives
3. Strategy 4. Tactics
5. Actions
6. Control
@Nick_Pauley Source: http://www.smartinsights.com/digital-marketing-strategy/sostac-model/
Research: Speak to Those Who Matter
Your Team Marketing Partners
Advocates
General Merchants Manufacturer/Supplier
Service providers
Prospects
Roofing or Timber Merchants
In House & External Teams Members (Target Audience) Prospects
@Nick_Pauley http://www.pauleycreative.co.uk/2016/02/how-building-product-manufacturers-can-create-strong-target-personas/
Research: Understand Your Marketing Challenges
• Website Not Fit for Purpose • Old Systems (eg. Email & CMS) • Low Visibility in Search • Disjointed Customer Journey/Experience • Promotion Training and Events • New CRM • Unclear Website Analytics
@Nick_Pauley
Research: Understand Your Customer Needs
Winning new business and promote our services
Encourage merchants to invest more effort in
using Omnichannel marketing
Help us understand the impact of digital
on our market
Lobby the government - for prompter payment legislation and to revoke the CPC and EU driving rules for merchants that
multi drop deliveries
Staff – help with recruiting and training staff
@Nick_Pauley
Research – Is Your Site Working Hard Enough?
Poor user Experience Poor Search Visibility
No Data capture Great Content Hard to find
Website Analytics Not Set Up Correctly
Are Other Websites Ahead
Poor Technical Build
Some Content out of Date No Automation
Old Systems & Technology
@Nick_Pauley http://www.pauleycreative.co.uk/2014/12/5-simple-tactics-to-audit-the-success-of-your-construction-product-manufacturer-website/
Other ‘BMF’s’ in Search
Understand the Challenge = Better Solution
• Create More Value • Help Develop Talent • Promote the Industry • Attract New Members
Winning new business and promote our services
Staff – help with recruiting and retaining staff
Training - help with training of staff for the future. Specifically,
increasing management and marketing training
Ease of Use
Visibility & Reach
Integration with CRM
Business Goals
Marketing Goals Customer Needs
@Nick_Pauley http://www.pauleycreative.co.uk/2014/10/stop-worrying-about-the-competition/
CH
ALL
EN
GE
S
CH
ALL
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Recommendations: Based on Fact (not Fluff)
BMF
BMF HOME MEMBER SEARCH LOGIN/LOGOUT JOIN BMF
ABOUT BMF
PARTNERS
CREDENTIALS
POLICIES
CAREERS
VACANCY 1
VACANCY 2
OUR HISTORY
MEMBERSHIP
BECOME A MEMBER
BENEFITS
BENEFITS CALCULATOR
MEMBERSHIP TYPES
FOR MERCHANTS
FOR DISTRIBUTORS
FOR SUPPLIERS/MANUFACTURERS
FOR SERVICE PROVIDERS
WHAT OUR MEMBERS SAY
TRAINING
POPULAR COURSES
COURSE SEARCH
COURSE 1
COURSE 2
THANK YOU FOR BOOKING
EVENTS
FEATURED EVENTS
UPCOMING EVENTS
EVENT 1
EVENT 2
THANK YOU FOR BOOKING
RESOURCES
NEWS & EVENTS
NEWS
EVENTS
CAMPAIGNS
KNOWLEDGE BANK
HR
MARKET DATA
LEGISLATION
LEADERSHIP
PUBLIC AFFAIRS
CASE STUDIES
CASE STUDY 1
CASE STUDY 2
WHITEPAPERS
WHITEPAPER 1
WHITEPAPER 2
THANK YOU FOR DOWNLOADING
ROOM HIRE
CONTACT
THANK YOU
TS&CS PRIVACY POLICY
KEY
SEE SEPARATE SECTION
PAGE 1 / 2
1. New Site Map
2. Clear Wireframes & Tech Spec 3. Design/Layout/Creative
@Nick_Pauley http://www.riba-insight.com/monthlybriefing/16-06/how-to-create-the-perfect-sitemap-for-your-building-products-website.asp
Review: Data for foresight, not hindsight
@Nick_Pauley
Review: Measure What Matters
Market Data Download Whitepaper Download
Become a member Blog Subscription
Policy Manifesto Download Register for training And/or events
Call Back Request Newsletter sign-up
Training Brochure Request Website Enquiry
@Nick_Pauley http://www.pauleycreative.co.uk/2015/02/how-to-use-utm-tags-to-measure-construction-marketing-and-pr-activity/
The Plan – Remove Random Acts of Marketing…
Resources Training Info
Nurture
Follow Up
Sales Ready
CRM
Brochure Request
Event Booking
Subscription
Registration
Call Back Request
Ask A Question
Search/Links/PPC
Advertising
PR/Events
Email/Content
Social Sites
Microsites/Apps
Performance Tracking
@Nick_Pauley http://www.pauleycreative.co.uk/2010/09/random-acts-of-marketing/
Review: Understanding What Works
Plan
Reach
Act
Convert
Advocacy
Search, Web, email, Social, Shows
Case studies, Webinars, Whitepapers
Pass to Sales
Service
Re
view
, Re
fin
e &
Re
pe
at
Plan
Buyer stage: Membership/Training/Events
Buyer Stage: Research/contemplating
Buyer Stage: Planning/Decisions
Buyer Stage: Advocacy
£££
What Works What doesn’t
@Nick_Pauley
Thank You for Listening…
Latest eBook- http://www.pauleycreative.co.uk/PPC
http://www.pauleycreative.co.uk/blog/
Please come and grab a postcard…