Barbour ABI, in partnership with the C&BE Network and Futurebuild, have launched ‘The Case for Marketing Investment in the Built Environment’: a survey to investigate whethermarketing is adequately funded to deliver on the challenges that construction faces.
Contributor: Peter Chesters
Too often marketing is seen as a cost centre within a business. It’s viewed as something that can be chopped and minimised when times get tough, or as simply a machine to deliver short-term sales leads and nothing more to a business.
But in an industry that has both huge aspirations and huge future challenges, how can we possibly become appealing to a new generation of workers, meet sustainability goals and successfully digitise across the industry without investing in our marketing functions?
In 5-10 years our biggest problem as an industry is very likely to be the fact that all of our skilled workers have retired and nobody has replaced them. Popular industries don’t become popular by accident. They are very carefully marketed in a certain way across the board to become appealing. We want to know if your business is actually being given the funding to market yourself as an appealing place to work for the next generation of workers?
Do you get given the space and money to do the vital brand work that will keep your business top of mind in 2, 5 or 10 years? Or is it all about the next month’s lead target?
We want to know what your pain points are and what you think the biggest opportunities for growth are going to be in the next few years for construction.
This is your chance to help us shape the image of our industry moving forward.
