How Best to Market Your Building Materials Product

You’re a building materials manufacturer and you have an amazing product. That doesn’t necessarily mean you know the best way to get it out into the world, or that you think marketing it to an audience is even important. Marketing a brand or product is important but it’s also important how you market it and to whom. Here are some thoughts from Dean Horowitz, President of commARCH Magazine, on the subject starting with his top three ways to get your product and message in front of the right audience.

1. MEDIA IS THE CONSTANT Media is the way to build and maintain a relationship as long as you choose the right forms of media to connect to your target. This could be video, digital, print or a combination of all those forms.
2. ONLINE PRODUCT SELECTION/RESOURCE When the person you need to appeal to is looking for a solution that addresses a need, it is imperative that your product be a part of as many resources that your target may be referencing as possible. This allows you to be visible and also gives the architect the product information they need to properly source and spec your product.
3. EDUCATION Inform the audience to the benefits of your brand/product. This can be done through Lunch & Learns, for example. Connect with forward thinkers and innovators of any age because these are the people who will be inspired by a new solution to a problem. They’re also the ones who will be most interested in trying something different or switching to a new technology.

Now that we’ve detailed some of the ways to amplify your message, here is something to consider in terms of who you should be targeting. When it comes to building materials manufacturing, there is a give and take that exists between architect and owner/developer that can have a big impact on what they’re creating together. Make sure your product and brand story messaging is compelling to both architects and developers. Otherwise, either one might not see the benefit of your product and you could be value-engineered out of the equation.

If an architect can’t advocate for choices they’ve made, it will be much easier for the general contractor to disregard the architect’s spec to save money. On the other hand, unless the developer can understand how something will ultimately benefit their bottom line in the long run, they’re likely to focus primarily on short term savings and go in that direction. In the end, there has to be the combined wish to make something great with a clear understanding of how your brand can be a part of making that happen.