Maintaining Marketing Activity During Lockdown

Here are some steps you can take to maintain your marketing activity in the building products sector during the Coronavirus period. Our research indicates that, whilst there has been a slowdown in construction activity, many architects and specifiers are still active in researching products and creating specifications. This time also offers a unique chance to take stock and plan for the future.

1. Work hard to keep in touch with and retain your existing customer base

Whether that consists of architect/specifiers, tradesmen, the retail channel or combinations of all, now is not the time to slack off. Many of them are still operational and all will be planning for the future. There are a number of cost-effective techniques that you can employ here including social media and email. Trade magazines are still circulating using digital formats, so PR remains an option.

2. Be visible and active in front of your target market

Many architects in particular are taking the time to catch up on CPD credits, so now is the time to make sure your CPD library is up to date and accessible. We know that digitised versions of CPDs are extremely popular and becoming the preferred format. Are your CPDs digitised?

Don’t forget that many professional bodies accrediting CPDs, such as RIBA, require providers to regularly update CPD content

to comply with their standards. Are your CPDs current?

We also know that architects are still researching product information and creating specifications. Do not stop marketing or pushing out content on social media

Other groups such as tradesmen, distributors and retailers are also hungry for content – you could provide that.

3. Prepare – use this opportunity

Consider and challenge your marketing strategy. Does it need to change in the light of current circumstances and the outlook for when things return to a more normal footing? What else could be added – new communication channels?

This is a great chance to make sure that all of your marketing communications and material are ready to go. Audit what you have and how it will be used. Is it current? Are there gaps?

What about your customer data? Is that accurate and GDPR compliant? Some data suppliers are offering free health checks on your customer and prospect data, so why not take them up on it?

What about that loyalty scheme that you had been considering? Now is the time to explore that further.

4. Challenge and test

You have done things in a particular way and have planned as such. Now is the time to challenge that and consider new marketing communication routes.

At Smart Marketing Works, we are fully operational at this time. As a full-service marketing communications agency that specialises in the building products sector, we are able to help you with all of the above. Our account planners and creative teams are working with clients to ensure that they continue to target key markets and plan for the future. If you would like a no obligation chat about any of the topics mentioned, please email or contact us via the website –