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Construction Marketing 2011 survey results


October 22, 2010
By Aggregates & Roadbuilding

Oct. 22, 2010 – The Construction Marketing Association has announced
the results of a September survey of construction marketers that
identifies marketing budge outlook, top marketing priorities, and
tactical marketing plans for the upcoming fiscal year.

Oct. 22, 2010 – The Construction Marketing Association has announced the results of a September survey of construction marketers that identifies marketing budge outlook, top marketing priorities, and tactical marketing plans for the upcoming fiscal year.

The anonymous survey was conducted via SurveyMonkey, a web-based tool, and
posed four (4) questions:

  1. For the coming fiscal year, do you intend to increase or decrease
    marketing activities and budgets?
  2. What is your most important marketing priority for 2011?
  3. Which marketing tactics will increase or decrease in 2011?
  4. What type of (construction) company are you?

The answers to the first question regarding plans to increase or decrease
marketing activities and budgets identified a resounding 65% majority of
respondents planning to increase, with a minority 22.5% planning to decrease
marketing activities or budgets, and 12.5% maintaining marketing activities
and budgets.

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Regarding top marketing priorities for 2011, Measuring Results topped all at
21% of respondents, followed by Internet Marketing at 17%, which included
websites, search engine optimization (SEO), and social media. Implementing
Marketing ranked third at 14%, followed by Sales Lead Generation at 11%.
Marketing Budgets and Talent Recruitment round out top priorities at 8% and
6%. While Product Development, Advertising and Publicity/PR ranked
relatively low at 3% each.

Regarding marketing tactic increases/decreases, not surprisingly almost all
respondents plan to increase Internet, Social Media and PR activities, with
planned increases/decreases split for Promotions and Advertising.
Reinforcing personal experience, a majority (59%) of respondents plan to
decrease Trade Show activities/budgets.

The company classification question somewhat mirrors the overall industry
make-up with 28% of respondents from architectural, engineering or
construction firms (AEC), followed by 25% building materials, and 17% home
builders or remodelers, which likely has some overlap with AEC.
Equipment/Tools represented 14%, followed by services at 9%.