Masonry Magazine August 1997 Page. 19
Marketing for Mason Contractors
Making Your Firm Stand Out Above the Competition
Open virtually any college level marketing text and you find it is structured around what is called either the "marketing mix" or the "4Ps of marketing," namely:
Product
Using the modern definition, this includes both services and ideas.
Place
Where, physically, the product or service is sold or offered to the user.
Price
Including non-price features.
Promotion
Advertising, sales promotions, publicity, etc.
In fact, these are the four basic tools or "weapons" which any organization has to work with in order to differentiate itself from its competition. However, in the case of the mason contractor, one of these (i.e., place) is not generally a factor since its services are normally offered through only a single location and the work is completed at the client's site.
So, that leaves three options for the mason contractor: product, price and promotion. Let's look at each in turn and see what, in reality, the typical mason contractor can do to stand out above his/her competition. And, possibly even more importantly, what it is cost effective to do.
Product/service
Each mason contractor makes a fundamental decision on the nature of the product or service that he/she wishes to provide.
Quality
The contractor determines where on the quality spectrum, he/she is going to position the business. There are obviously different segments of market... and each contractor tailors the "package" to the specific needs of the selected market segment.
Complex/sophisticated versus simple/basic
Again, the choice is made by the mason contractor. Some firms see themselves on the cutting edge of technology and thus offer complex and sophisticated services while others consciously focus on providing simpler, more basic services.
Rapid versus normal service
Some firms emphasize speed of response where the client is prepared to pay for rapid attention. Other firms offer an outstanding service but do not have the resources to provide a rapid response capability. How you choose to define your "offering" depends on factors such as the number of potential clients in the market, their needs and requirements, etc. However, the two key rules for standing out from your
by William E. Matthews
Dr. William E. Matthews received his MBA and DBA from the Harvard Graduate School of Business Administration in 1968 and 1972 respectively. He is a management consultant with more than twenty years experience. His company, Counselors in Effective Management, provides assistance to small and medium sized companies in five basic areas: Reinventing Your Company (i.e., strategic and operational planning), Knowing Your Customers (i.e., customer evaluations and attitude studies), Evaluations of Acquisitions and Mergers, Development of Policies and Procedures Manual, and the Preparation of Corporate Histories.
Dr. Matthews also offers an ongoing coaching program for firms up to $500,000 in sales... with two highly effective tools: the Marketing Action Plan (MAP) and The Living Business Plan. An Associate Professor at William Paterson College in Wayne, New Jersey, Dr. Matthews teaches both undergraduate and graduate courses in the marketing and management areas.
MASONRY-JULY/AUGUST, 1997 19