Construction Industry Growth Accompanies Marketing Complexity

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Point to Point, Inc. uncovers shifting trends between building products, contractors and marketing

Even with a lagging economy, residential contractors spent an estimated $25 billion on building products last year and are expected to spend $4.6 trillion by 2015, but marketers who want to capitalize on that growth will have to navigate an increasingly complex and fragmented customer base, according to a new study conducted by strategic marketing firm Point to Point.

“With the profound shift the industry has encountered over the past few years came a division of the contractor audience,” said Aylie Fifer, V.P., account director for Point to Point. “insights into how these segments have emerged, how they are absorbing media, and the technology they are using is critical to the success of manufacturers who want to market to contractors. You can’t talk to them the same way you did 5 years ago because the landscape has changed.”

With the updated version of its white paper, “Best Practices for Selling Building Products Through Contractors,” Point to Point thoroughly analyzes the shifting trends occurring in the construction industry. By providing further insight into the relationship between contractors and the purchasing of building products, Point to Point offers sound strategies on how to approach this highly fragmented market.

In formulating the white paper, Point to Point relied on a combination third-party data, secondary research, interviews with individual contractors and their own industry experience to address the variety of questions, trends and media platforms surrounding contractors including social media, search engine marketing and mobile.

To learn how integrated marketing strategies targeted at the contractor cohort can be tailored to meet the goals of building materials manufacturers, read our latest white paper about selling building products to contractors, or contact Point to Point today at 216-364-0456.

Founded in 1982, Point to Point, Inc. is a marketing company with deep industry expertise that leverages technology and customer insights to exploit opportunities in the world of declining brand loyalty known as the Pinhole Economy™.

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Dani Steusloff
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