Construction Marketing Execs See Brand as Key for Building Success in 2008 And Beyond

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A survey of senior AEC marketing executives reveals that management of their brands and particularly the collateral they use for marketing campaigns, tenders and pitches is viewed by many as one of the biggest challenges they face over the forthcoming years.

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…we have several business units, who all produce marketing collateral of one kind or another. We are always looking for ways of making sure that the media they are using is not only brand-compliant, but reflects professional best-practice also.

Daydream, a London-based software company who specialise in digital media management systems for the construction sector, has found in a survey of 50 senior AEC marketing execs that safeguarding brand is viewed by most as crucial to their firm's success over the next few years. The report reveals that one of the biggest headaches for marketing managers is brand compliance, especially in an industry which is also subject to stringent health & safety regulations and environmental standards.

A marketing manager in a global construction firm commented, "…we have several business units, who all produce marketing collateral of one kind or another. We are always looking for ways of making sure that the media they are using is not only brand-compliant, but reflects professional best-practice also."

Another finding the survey reveals is that many marketing managers perceive brand as becoming more difficult to manage and that this was a trend set to continue. Expansion in the UK construction sector, a predicted growth in acquisitions and substantial increase in the volume of tenders firms are involved in, were cited as major contributing factors.

"I think the sector is enjoying a period of growth which should carry on into the foreseeable future as greater investment, government initiatives, the 2012 Olympics, all play their part… Certainly, one of the operational challenges for us recently has been organising the weight of media assets left in the wake of our marketing activities."

Survey results would seem to support this. In response to whether marketing collateral production was increasing or decreasing across the organisation overall, 52% indicate that it has risen significantly over the last twelve months. 18% indicate a moderate rise, whilst only 6% have witnessed any decline over that period. When asked to consider whether brand was becoming more difficult to manage, 80% thought that it was - with a rise in demand for marketing materials being cited as the biggest single cause.

A full breakdown can be viewed on-line at:

http://www.daydream.co.uk/top-priorities-marketing-managers-survey-2007.asp

About Daydream
Daydream are a software solutions and services provider, established since 1995. We work with marketing professionals for organisations in the UK, Europe, United States and Canada and specialise in Digital Asset Management Systems

Other Related Reports & Articles
Developing Brands: Digital Media Libraries In The AEC Sector
http://www.daydream.co.uk/6_reports.asp

Digital Asset Management: An Introduction For Marketing Managers
http://www.daydream.co.uk/digital-asset-management-for-marketing-managers.asp

Digital Asset Management: A Glossary of Terms
http://www.daydream.co.uk/DAM_glossary.asp

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Ralph Windsor
Daydream
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