One of the innovations I brought to Syska Hennessy Group was the idea of standard packages. Sure, we had brochures for each market sector, but I agree with Ford Harding that brochures are fairly useless. We also had lists of projects by sector, but that wasn’t enough. What I developed was a standard package that […]
November 6, 2010 by Leave a Comment
Free Construction Estimates: Gift or Opportunity?
I know many of you probably read Mark Buckshon’s Construction Marketing Ideas blog. Mark’s focus includes not just helping commercial construction companies, but also the residential ones. One of the pieces of advice he gives is, “not to give free estimate.” One of his recent posts repeated that advice. So after reading this post, I […]
October 21, 2010 by Leave a Comment
Stop Sending Bad Email Newsletters
A contact of mine asked whether I knew of software that would help get their email newsletters past spam filters. What I explained is this. I am a rigid spam filterer. If you send me junk mail – spam. If you send me a newsletter about how your firm is so great – spam. […]
October 1, 2010 by Leave a Comment
What Makes a Marketer Great?
Here are some observations based on the many marketers I have known and the common traits that make them great. A Little Odd/Unique Every great marketer I have ever met was a little odd. Frankly we are an odd bunch. But we are not painting pictures of clowns covered in our victim’s blood odd. We […]
September 13, 2010 by 1 Comment
Getting Published in ENR: How to Approach it
In part one of this article, I outlined how you can craft a story the people at ENR will see as print-worthy. But don’t start writing your press release yet. If you send a press release to ENR, from what I understand, it probably won’t be read. Whether or not they read a press release […]
September 7, 2010 by 1 Comment
How to Get Published in ENR
“How do we get in ENR (Engineering News Record)?” This is a question that I believe many marketers have heard from their principals. In the minds of many principals it is the holy grail of publicity. What A/E/C firm wouldn’t want to be published in ENR? A page in ENR is worth a good deal […]
July 19, 2010 by Leave a Comment
Marketing Tools: Swipe File
As you may have read in my what you don’t know about marketing piece, human behavior is somewhat predictable. Newspaper editors and advertisers have known this for years. That’s why they often keep a list of headline formulas that they know will attract readers. In the business, this list is called a “swipe file.” A […]
June 28, 2010 by Leave a Comment
Marketing Tools: Livescribe Smart Pen
There are a few hardware and software tools that I use on a regular basis to help me in my marketing endeavors. So I wanted to address a tool that I am finding more useful everyday. The Livescribe Pulse Smart Pen does something quite magical. As I write down notes in a meeting, it records […]
April 24, 2010 by Leave a Comment
4 Ways To Get The Technical Staff Working For You
Based on one of the most common complaints marketers have, last week I wrote about how marketers can win over the technical staff by developing strong internal relationships. Here are four more things you can do to get the technical staff working for you and not against you. Prove Yourself Everyday One thing I often […]
April 21, 2010 by Leave a Comment
How to Win Over the Technical Staff
One of the major challenges Marketer’s often complain about is working with the technical staff and getting them to see marketing in a better light. I was made aware of this issue when interviewing for my current position. One of the Principal’s first questions to me was, “The marketing and technical groups often have a […]
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