If most marketing communications revolve around delivering a unique product or service benefit to the audience, what do you do when you have multiple audiences, interested in different benefits? How can a brand align marketing messages?
In our experience in the construction industry, communicating to an architect is a very different task than talking to a contractor. They’re interested in different information, at different points in the project cycle, and they access that information in different ways. So it’s often difficult to communicate the right message to everyone at the right time.
Two distinct audiences
In the construction industry, there are two distinct audiences: specifiers – those who specify the product (principally architects, but also consultants, surveyors and engineers), and contractors – those who buy the product. These two audiences are very different, and are motivated by different factors.
Specifiers tend to be heavily motivated by product features such as performance, styling and environmental factors. Contractors, on the other hand, often buy on cost, and are more driven by reliability and ease of installation, to reduce their time on site.