Tuesday, October 19, 2010

Best Practices for Marketing to Contractors: A White Paper from Point to Point

Best Practices for Selling Building Products Through Contractors
Are you marketing to contractors? It is not an easy task these days, even among seasoned manufacturing companies. Contractors are a diverse bunch. Plus they are an often-overlooked purchasing segment of the construction industry, as manufacturers vie for the attention of architects and specifiers. Getting "in the spec" is the holy grail of construction marketing today. But as we at BuildSite know, contractors are critical influencers and decision-makers in the construction buying process.

That's why, when Brady Cohen from Point to Point passed along his colleagues' new white paper on marketing to contractors, I was eager to promote it. We talk to contractors every day. And what we know to be true anecdotally is backed up here in this great piece of market research.

Click on the link below to download the report. I compiled a list of my favorite takeaways on marketing to contractors:
  • The economy hit these guys hard: The unemployment rate in construction has climbed from up to 20.1% most recently. The economy was a major theme at the recent American Society of Concrete Contractors (ASCC) Annual Conference I attended. Contractors are struggling.
  • Manufacturers are wise to meet the information needs of the Hispanic contractor. By 2025, Hispanics within the construction workforce are estimated to reach 63.2%.
  • When it comes to web design for contractors, it is all about function. The number one thing construction buyers want from manufacturer websites, after product pricing, is ease of navigation.
  • Contractors are an integral part of the purchasing process: 99% of general contractors say they are involved in some way in their organization’s building product purchases.

Download the white paper Best Practices for Selling Building Products Through Contractors, and let us know what you think!

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