During #AGC2019, Atlas Marketing challenged the construction industry to embrace a new marketing approach during the 2019 AGC Convention.  The storytelling method has successfully driven consumer-based marketing campaigns for decades.  By using the art of telling a story companies connect and engage with their customers with resounding success.  The challenge is to break free of the traditional construction marketing mindset of safe, on-time and on-budget messaging and showcase the impact the industry provides.  While being safe, on-time and on-budget are very important messages, they are commonplace among the industry and no longer true points of differentiation.  Storytelling leads to a more positive industry image and the potential to engage a new generation of workers reviving much needed workforce development.

Presentation Summary

Generally speaking, contractors do not consider marketing communications a value to their business.  However, they must market their business to stand apart from those who rely solely on bid price, particularly in the more lucrative private client category. Embracing marketing as an investment has the potential to develop new technologies, expand business and deliver growth. Telling a unique story is vital for contractors to grow the industry and their businesses beyond a commodity. Showcasing the value that general contractors provide through storytelling leads to growth within a highly competitive industry. The ability to stand out amongst competitors will grow business, recruit and retain employees, and improve or maintain a company brand.  Contractors who acknowledge marketing is more than website design, social media posts, and advertising inherently have a competitive edge and the ability to tell their story in ways that connect with their customers.

Click below to view the Value of Marketing Communications to Contractors presentation and video.