Marketing in Construction Summit 2020

As specialists in providing marketing and PR support for businesses within the construction and manufacturing sectors, it was a no-brainer for us to attend the Marketing in Construction Summit. Having attended for the first time in 2019, this year it was Alexandra’s turn to make the trip to the big smoke as the face of TMPR – networking with industry partners and listening in on thought-provoking seminars all focused around marketing in construction.

Here she takes a few minutes to share some of her personal highlights:

 

Hosted at CentrEd at the ExCel in London, the Marketing in Construction Summit saw a series of sessions from industry leaders and opportunities to share best practice advice on brand awareness, digital comms and much more! But, a few sessions stood out to me and echoed the advice that we share with our clients, so I thought I’d share three top tips that can be used to enhance service offering for clients.

 

  1. Website Optimisation

Being found on the first page of Google is an ambition for most businesses in today’s technological world and SEO is more important now than ever before. Google assesses a website’s trust based on how it appears on a mobile device first and foremost and desktop later – so it is imperative that your website has been optimised for mobiles!

Also, SEO keywords need to go into the hundreds! Pick the battles you can win (eg. Location, specific businesses USPs) and you have more of a chance of appearing on that first page. If your SEO is up to scratch, that should work even better than PPC!

 

  1. Content is king

At TMPR, content is our area of expertise so one session that resonated with what we do as a business was storytelling. Within stories, the reader trusts the teller and influence is created through emotional engagement – and this should be the same with your marketing strategy. The construction industry has faced a lot of scrutiny over the last few years, and as marketers, we can change this by telling stories that we truly believe in and adapting our copy to the right audience.

Immersion, simplicity and familiarity are key!

 

  1. Crisis Communications

We’re PR people as well as marketers, so understanding crisis control is essential. It is important to have a crisis plan in place, but where to start? Begin by identifying what is most likely to occur and then move towards what is going to be most damaging… By being proactive and having a crisis plan in place, clients can focus their time where it is needed in an emergency and most importantly are able to keep communicating with stakeholders!

 

These are just three top tips that reflect what we believe as a marketing agency and share with our clients. The Marketing in Construction Summit is the only one of its kind in the UK and is a great opportunity to meet up with industry partners, share ideas and expertise, but most importantly, ensure we continue to deliver the very best for our clients.

To find out more about the event and mark a date in the diary for next year, please visit https://summits.ukconstructionweek.com/index.php.

Technical Marketing & PR welcomes back Alex

TMPR is over the moon to welcome back Alex Lambden back into the team and provide a further insight in what it takes to be a successful marketeer.

Joining the team for a student placement for three months last year, Alex learnt how to create cutting-edge copywriting and discovered a passion for industry standard video production. After a short hiatus for his Erasmus year in Spain, he has returned to Cardiff University for his final year and is eager to brush up on his marketing expertise.

“I’m really excited to be back with the TMPR team, and this time in their new office in Penarth,” Alex explains “It’s amazing to see how the company has grown, as well as being back under the team’s guidance who are so dedicated to expanding my professional skillset.”

The mention of the name Alex in the office has now produced an amusing situation, with two heads now turning instead of one. We’re still looking for nicknames to differentiate between the two.

It’s great to have Alex back in the swing of things, and we recommend other students to keep updated on any student placements that Technical Marketing & PR might offer in the future!

Technical Marketing & PR Named #1 Outstanding Small PR Consultancy in Wales

At the annual CIPR PRide Cymru Awards, Technical Marketing & PR has been awarded gold in the ‘Outstanding Small Public Relations Consultancy’ category. The awards ceremony which was held at Cardiff’s Exchange Hotel on Friday 11th October and hosted by TV and radio personality Jason Mohammad, celebrated the best of PR in Wales.

“Since laying down roots in South Wales, Technical Marketing & PR has gone from strength to strength with expansion of the in-house team and growing our South Wales client base. It is incredible to be recognised as the leading small PR consultancy in Wales whilst staying true to our core sectors,” said Louise Morgan, Director at Technical Marketing & PR.

The judges commented: “Technical Marketing & PR’s clear, well thought out strategy has supported profitable growth, with impressive global reach which has seen successful campaign delivery as far afield as Russia. Yet this dedicated agency remains committed to supporting its local community; delivering workshops through the local business network and building strategic partnerships with businesses in South Wales. The judges were extremely impressed by Technical Marketing & PR’s continued investment in its staff, with a strong focus on CPD and ensuring up-to-date knowledge of data compliancy and information governance.”

Congratulations to all of the finalists and winners from the night, there is some incredible PR talent in Wales. See the full list of winners and finalists here.

Managing change in manufacturing

The Technical Marketing & PR team recently attended an expert panel discussion covering change management in manufacturing, hosted by Darwin Gray. Joined by an audience steeped in experience within the manufacturing sector, the panel evoked constructive discourse around how businesses can capitalise on new opportunities in a rapidly changing industry.

Change is inherent in manufacturing – whether it’s the effect of new legislation on supply chain management, or a generational shift in working patterns. It is, as the old saying goes, inevitable. As the discussion progressed, it became apparent that change is not something to be feared so much as seen as an opportunity to excel.

So, how can manufacturing businesses start managing change?

 

Plan for change

Too often, specialist consultants and industry experts are brought in to oversee change management projects during times of crisis. The first thing that the panel was keen to raise was that things don’t need to be heading south for change management to kick in – in fact, it’s much better to take a proactive approach.

There’s always a lot going on in manufacturing, and keeping your ear to the ground can go a long way to making sure you are ready for any changes that will affect your sector. Failing to plan is planning to fail – there’s a lot of clichés we could lean on here, but it’s safe to say that those who plan are most likely to prosper.

 

Encourage a ‘change mindset’

Change management does not have to mean an overhaul of business procedures. By creating a culture that supports growth and change, manufacturing businesses will be able to change gradually and ensure that they are working effectively and prepared for the future.

It’s important to be open to change. This might sound simple, but it’s crucial to recognise that change is happening every day – it’s normal, and we must accept it in order to make the most of new opportunities. By embracing a change mindset, manufacturing businesses can be flexible and take any developments in-stride.

 

Communicate and collaborate

One of the messages that the panel was keen to impress was that there is a wealth of support available to manufacturing businesses. By surrounding yourself with experts in your field, you can ensure that you have access to all the knowledge you might need to progress.

It’s worth being prudent with anyone who you introduce to your business, but the panel agreed that being trusting and finding the right partners can be invaluable. Whether it is involvement in government schemes or engaging more closely with local professionals, there is a huge ecosystem around the manufacturing industry which can be tapped into.

 

While there is a question around recognising the need for change, it seems more sensible that manufacturing businesses take a proactive approach to change management. With a strong team and a willing attitude to change, you can prepare your brand for the future and ensure that you’re evolving day by day.

For advice on how marketing and PR support can help you manage and effectively communicate changes in your business, contact the Technical Marketing & PR team.

One year on… Alexandra’s TMPR Highlights

This week marks one year since Alexandra Davies joined our team as Junior Account Executive… and what an amazing 12 months it has been!

When speaking to Alexandra about her personal highlights, she’s always quick to cite that securing bylined articles in the trade press is one of her favourites (especially when she takes the printed copy home to share with her family and friends). She’s also fast become our resident social media guru, leading the charge with campaign set up and management using recently introduced platforms to the agency.

And aside from the professional progress she has made (which has been high quality and fast paced), Alexandra is a very valued member of our small but perfectly formed and specialist team.

In fact, Alexandra has assumed the official position of ‘Social Secretary’ which in the last year has seen TMPR head out to events such as the Wales v England rugby game, to ‘paint-a-pot’ when we needed coasters for the new office (Alexandra painted a bee on hers… which was no surprise), as well as to celebrate Beaujolais Day in Cardiff.

So, on behalf of your esteemed colleagues at TMPR, we’d like to thank you for being such a fab team member, making us laugh and being truly awesome at PR and marketing.

Enjoy the beehive cake!

Technical Marketing & PR Celebrates Double Shortlisting in Regional PR Awards

For the second consecutive year, Technical Marketing & PR has been shortlisted in the ‘Outstanding Small Public Relations Consultancy’ category at the CIPR Cymru Wales PRide Awards. The awards recognise leading agencies and individuals in Wales, and celebrates the successes of PR in many businesses and organisations. Technical Marketing & PR has continued to deliver outstanding campaigns and services for a diverse range of clients, and the shortlisting acknowledges the exceptional work of the team.

In addition to the shortlisting for ‘Oustanding Small Public Relations Consultancy’, Technical Marketing & PR is also celebrating the recognition of its Account Executive, David Williams, who has been shortlisted as ‘Outstanding Young Communicator’. David joined the team in 2017, and his prowess in communication along with a passion for PR has contributed greatly to much of Technical Marketing & PR’s recent success.

Commenting on the news, David said: “I’m thrilled to be recognised for my achievements in the shortlisting for ‘Young Communicator of the Year’ at the CIPR PRide Cymru Awards.  When I joined the team I was just beginning my career in marketing & PR, and in a short space of time I am extremely proud of the progress I’ve made.”

Louise Matthews, Director of Technical Marketing & PR, said: “We are extremely pleased to be shortlisted for ‘Outstanding Small Public Relations Consultancy’ again this year. We constantly strive to deliver industry leading marketing and PR services for our clients, and the shortlisting is testament to the commitment of our team. David’s shortlisting as ‘Outstanding Young’ Communicator is indicative of this enthusiasm, and moreso of his remarkable development. I know I speak for all of us when I say we are very proud!”

You can see the full CIPR PRide Awards Cymru shortlist here.  Winners will be announced at the Cymru Wales PRide Awards ceremony on 11th October 2019 at The Exchange Hotel, Cardiff.

The Power of Live Events

So, you’ve nailed your social media marketing. Your email outreach is second to none, and your direct marketing is drawing potential customers to your website. What else could you possibly do to improve your marketing strategy?

It’s time to put yourself out there. Jump in the car, hop on the train or catch the bus – and make yourself known at live events. Whether your business lies in B2B or B2C, trade events, networking events and expos could be an untapped market worth making the most of. A recent survey of over 1,000 senior marketers found that the most successful businesses spend nearly twice as much on live event marketing as the average business, and the majority of these marketers planned to invest more into live events in the future – both in terms of budget and number of events.*

Here’s a few things to bear in mind before you dive in:

 

Raise your profile

By appearing at events, you can position your brand as active and involved within your industry. Signalling your presence within the industry will raise the profile of your brand and contribute to your credibility, thus underpinning your entire marketing strategy.

You will be able to make valuable new contacts at events and establish relationships. No matter how strong your outreach is, there’s no substitute for face to face communication when it comes to developing relationships – so spending time with all of your visitors whether they’re a prospective client or otherwise will encourage them to seek you out in the future. People love working with people, and by making them feel valuable and worth your time you will build a strong rapport.

 

Think about Return on Investment

As with any element of your marketing strategy, you’ll be looking to measure your success at events. That said, tracking your ROI for this particular activity is rarely an exact science.

You can look at lead generation and conversion, coverage and sign-ups, but it’s important to bear in mind that the benefit of events can go beyond tangible statistics. Be prepared to take a holistic view of your performance at events over a period of time, and remember it’s worth targeting which events you’ll attend with your ideal outcomes in mind.

 

Have the materials to back it up

It’s crucial that you have information to hand for anybody who is interested in your business. You should have high-quality literature available at the event in the form of business cards and flyers for visitors to take away which will link to your website and social media.

The content on your website and social media platforms must, therefore, also be reflective of your brand. Potential customers are likely to look to your website for more information, so ensure that it is readily available and presented in the right tone of voice. Your social media pages should support your message and act as a platform to showcase your successes.

 

Events marketing represents a significant opportunity within a comprehensive marketing strategy. Whether you are looking to raise brand awareness, meet prospective clients or generate leads, attending events is an effective way to gain a foothold in the market.

If you’d like more advice on events marketing, or assistance with your social media activity and website copy in preparation, don’t hesitate to get in touch with us.

 

*Bizzabo’s ‘Event Marketing 2019: Benchmarks and Trends’

Technical Marketing & PR welcomes a new team member

South Wales’ specialist PR agency for construction, technology and engineering, Technical Marketing & PR, has once again invested in personnel. Having seen an upsurge of client activity both in the UK and internationally, Technical Marketing & PR has expanded its team, recruiting Tom Martin as Junior Account Executive.

An English Literature and Language graduate from Cardiff University, Tom Martin initially sharpened his skills working in a start-up environment. Deciding to seek a role focused more specifically on marketing and PR, Tom recognised that Technical Marketing & PR’s Junior Account Executive position would allow him to exercise his existing skills whilst developing towards a career in the marketing sector.

Discussing his appointment, Tom said: “I am hugely pleased to join the Technical Marketing & PR team. Not only is it a brilliant opportunity for my own development, I am confident my skillset can add to the agency’s offering. It can be tough to find a job in the right sector after graduating, so I am thankful to find a supportive agency willing to take me on!”

Louise Matthews, Director of Technical Marketing & PR, also commented on the appointment: “In a fast-growing agency such as ours, it’s important to have the right team to tackle new challenges every day. I’m very happy to have taken Tom on as part of the team – here at Technical Marketing & PR we have always been committed to helping graduates develop.”

Technical Marketing & PR is always open to providing work experience opportunities and would encourage anyone who is interested in a career in marketing or public relations to get in touch at, hello@technicalmarketing-pr.com

Post GDPR: Marketing in a regulated world

Post-GDPR: Marketing in a regulated world

Just over a year ago, businesses all over the country were staring down the barrel of the incoming GDPR regulations, wondering how the marketing landscape would change. GDPR seemed set to shake the business world, and it was a clarion call for marketers to review their strategies.

Ultimately, whilst GDPR did change the way we look at data, it didn’t completely change the world. Keen-eyed marketing professionals have recognised opportunities in the post-GDPR landscape, so here are a few insights on how you can reap the rewards for your brand.

 

Consider changing your marketing focus

Email marketing had been growing in popularity in the years leading up to GDPR, and it certainly still has a place. Although contacts lists will be looking a little shorter in the wake of new legislation, email marketing has not been killed off completely.

That said, it may be worth integrating – or perhaps reintegrating – traditional direct marketing activities into your strategy. Direct marketing falls outside of GDPR regulations, meaning you can send marketing material to potential customers.

Direct marketing often requires a little more leg-work than email marketing, but it can pay dividends. To make the most of your efforts, put a framework in place for following up with those you reached out to. Telemarketing can be effective, in this instance – even if a recipient is interested, they might not take the time to pick up the phone. In this way, you can build rapport with a potential customer over the phone whilst having a head start over a completely ‘cold’ call.

 

Reinvigorating your marketing strategy

Be it direct, by email or otherwise, any individual marketing activity is just a piece in a larger puzzle. In this post-GDPR world, it’s worth taking some time to review all aspects of your marketing strategy and see how other areas can make up for any shortfalls.

You might want to consider:

  1. Events: are you putting your brand out there at industry events? Not only can this increase brand awareness and perform a lead generation function, but face-to-face networking is often the most effective way of building a relationship with a potential client. If people can talk to you and learn about your brand that way, they are more likely to remember and pick up the phone.
  2. Social media: your social media platforms are an invaluable tool for sharing brand news, products, and engaging with industry news. Managing your social media profiles shows both existing and potential customers that the brand is switched-on, interested, and present within the industry.
  3. Public Relations: building positive relationships with journalists in your field can ensure that your business news hits the headlines in a timely and effective fashion. Once you have established a good relationship with the press, you will have a platform for sharing success stories and more, thus raising brand awareness.

 

Perhaps the most important exercise in the wake of GDPR is to re-consider who your target audience really is, re-focus your strategy to approach them, and re-imagine how you are putting your brand out there in a wider sense.

If you’re looking for guidance on marketing or PR activity for your business, don’t hesitate to get in touch with the Technical Marketing & PR team to see how we can help.

 

*Data & Marketing Association

Reaching a new audience with podcast marketing

Podcasting has seen a huge growth in popularity in the last five years, with weekly listeners in the UK having increased from 3.2m in 2013 to 5.9m in 2018.1 Although the majority of podcast listeners tune in to entertainment genres, many businesses are reaping the rewards of on-demand audio. Podcasting is non-disruptive media boasting high engagement rates compared to radio and television.

Whether you are completely new to podcasting or considering setting up a podcast for your business, here are some considerations to keep in mind:

 

Invest in equipment

Your podcast will be representing your business, so it’s important that the quality is up to scratch. You don’t need a professional studio set-up, but the right gear will set you off in the right direction.

A dynamic microphone (with a pop-shield), an audio interface, a pair of headphones and any modern PC or laptop to run an audio recording software will give you what you need to introduce your podcast to the world.

 

Have a goal in mind

Before you sit down to record anything, take the time to consider who your audience is and what they are looking for in a podcast. Bear your audience and their motivation for listening in mind when planning your topics and booking guests.

It’s usually a good idea to produce a continual podcast with regular releases, whether it be weekly, monthly or even quarterly. In this way, you can work consistently towards your goal and establish a regular listener-base.

 

How will you present your podcast?

There are a few formats your podcast can take, and it is often best to have an interactive element to the discussion rather than relying on a single host. One way to achieve this is to use an interview format, where the host speaks to a different guest each episode. Bringing guests onto your broadcast fosters engaging discussion and can also bring credibility.

 

Promoting your podcast

Last but not least, make sure your podcast is promoted on your website and that you’re telling people about it wherever you go. You might even consider putting together some business cards to hand which point people in the right direction!

 

For some inspiration, check out some of our favourite podcasts:

  • Not Another Marketing Podcast, by Jon Tromans
  • Marketing Over Coffee, by John Wall and Christopher Penn
  • The Science of Social Media, from Buffer

 

If you think podcast marketing could be a good option for your business, feel free to get in touch with the Technical Marketing & PR team for more information on how to get started.


1Ofcom, 2018