One of the most fundamental marketing rules is “be first”. If your direct competition already has the ideal, it is probably too late. Regardless of whether your product, service or marketing concept is better or more inspired, you have an uphill battle to dislodge a competitor who has already occupied the marketing space.
This suggests that you should find your marketing inspiration and ideas not from your competitors but from other places. Here, even thinking about marketing principals, you have a real advantage. The architectural, engineering and construction communities have never been leaders in the marketing space. When we try out a “new idea” it has often been proven and validated countless times over in other industries. So all we need to do is copy the concepts which work elsewhere and they are likely to be successful here (especially if you serve a distinctive local community or market segment.)
Why is it important to be first? Consider that, in 2006-2007, I decided to start the first regular blog focusing on Construction Marketing. I certainly cannot claim to be the first blogger, or first marketing blogger, but within the construction community, I arrived before anyone else. Others have followed — some with truly great blogs, services and products (you can see some of these on the blog roll.) But what happens when you Google “construction marketing” (with or without quotes)?
To be “first” your focus should not be on your direct competitors advertising and marketing — but you can gain insights from your trade associations and from similar businesses in other communities demographically similar to yours. (You can also legitimately write off some ‘vacation’ time as well.) Look at Internet forums and resources like this blog. Find ideas which match your values and then give them a try. Just be first within your community.
