Thoughts on construction law from Christopher G. Hill, Virginia construction lawyer, LEED AP, mediator, and member of the Virginia Legal Elite in Construction Law

Use RIMC and Dominate Your Construction Niche

mark buckshon This week, Musings welcomes Mark Buckshon of the Construction Marketing Ideas blog to Guest Post Friday. Mark publishes several regional construction industry newspapers and websites. He can be reached at 888-432-3555 ext 224 or by email at buckshon@cnrgp.com.

If you can imagine a table or structure which needs foundation “legs,” you will appreciate how to apply these four supporting construction marketing concepts.

Properly measured and in alignment, all four will ensure your success, but you can get away with three (and in fact, your structure will be quite stable). Less than three, though, and you won’t stay above ground very long.

I tried to develop these concepts into an acronym, but the closest I could come up with is RIMC. Think of “hockey rink” but turn the N into an M for “Money” and you’ll have it.

It doesn’t matter which order these elements are available, but you need at least three to succeed.

R — Relationships

Your ability to develop and maintain relationships with employees, clients, and influencers is certainly a cornerstone of effective marketing. If you don’t have much relationship-creating power, you can blast your way with lots of Intensity, Money and Consistency (but you had better be sure to have lots of money!)

I — Intensity (or Focus)

If your relationships (and business) are all over the place, scattered here and there, without much energy applied to any element, just whispers in the wind, you won’t leave much of an impact, and you won’t achieve much in terms of marketing results. But if you have plenty of relationships, money and consistency, you”ll probably still succeed, simply because the cash will ‘buy’ you some intensity and if people like you, they will do business with you.

M – Money

Of course, money can “buy” the other categories, or help you work around them. No relationships, intensity, or consistency: You can bribe someone, or spend a fortune on advertising, or hire someone for great pay who is good at relationship-building. You can overcome deficiencies with lots of money (or waste it!).

C – Consistency

Your clients need to see you for who you are; you need to convey some consistency, even if that consistency is unpredictability. In other words, if your image one day is of a staid and secure organization appealing to quiet, mature people, you will not have much success if you jar them suddenly with an appeal to youthful exuberance. But you can overcome inconsistency with cash, relationships and intensity. (Think “rebranding” initiatives.)

What is the best way to achieve construction marketing success? Without spending much (if any money) build your relationships, intensity and consistency. Then, when you have the money, add it to the pot. You’ll dominate your market.

As always, please join the conversation with a comment below and contact Marc for more. If you enjoy what you’re reading, please subscribe to keep up with the latest Construction Law Musings and check out the other Guest Post Fridays here at Musings.

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10 Responses to Use RIMC and Dominate Your Construction Niche

  1. Mr. Buckshon,

    These are things many of us in business cannot hear often enough. It is easy to focus a huge amount of resources in a pinpoint fashion ignoring one or another aspect but being reminded of the importance of balance goes along way with me and I appreciate the effort.

    Thank you and thanks to Christopher Hill for hosting.

    Barry Morgan
    .-= Barry Morgan´s last blog post ..Fractables =-.

  2. Thanks Christopher,

    I just did check out his site and I added it to my blogs to follow. That is a very impressive track record Mr. Buckshon has of posting daily for 2 + years. I wish him and you all the best.

    Barry
    .-= Barry Morgan´s last blog post ..Inset Hipped Dormer =-.

  3. I will be sure to follow Mark’s blog (as well as C.L. Musings). I have begun writing for a parallel audience, my fellow architects, in my blog Building Content. Architects seem late to the party when it comes to savvy use of social media as a marketing platform. By that I mean the soft marketing of ongoing dialog and awareness promotion that should come easily online. Thank you for THIS platform, Christopher.

    S.Collier Ward, AIA, LEED AP
    http://www.buildingcontent.highercontnet.com

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