Much of our business is routine. If we get it right, staff and contractors handle their work with competence, delivering the products and services clients expect, and winning repeat and referral customers.
There are times, however, where we enjoy some excitement or glory — perhaps winning a major project or (better yet) completing it so well that we are offered more work. We might win relevant awards and public recognition or be honored for our community contributions.
These moments can be really meaningful marketing opportunities though I think if you are defining the moment by the marketing, rather than allowing the marketing to be expressed naturally from the moment, you will be disappointed.
Consider entering the Society for Marketing Professional Services (SMPS) Marketing Communications Awards competition. I was a member of the jury that gave “best of show” recognition to Professional Engineering Consultants, from Wichita, KS, for their video “Come Work At PEC!” This entry was selected as Best of Show because it delivered a compelling message with a light, humorous touch. It had superb writing, good camera work, and generated measurable results. Here is a link for more information and to enter the 2017 competition.
(From time to time, I receive gushing, superlative-laden press releases from public relations firms touting some sort of purported great achievement or recognition, and the story falls flat. Unless the company is a paying advertising client, I’ll spike (that’s an old journalist word for discard) these stories and they’ll never see a second of publicity in our media.)
Nevertheless, when you celebrate your moments, take some photos or videos, and share them with your employees, colleagues and clients through social media and informal communications. Better yet, share your clients’ moments (if they want them shared) — you’ll build relationships and enhance your own reputation.
Finally, of course, it is important to conduct your business so these moments are genuinely earned. And that is making sure your everyday routines take things in the right direction.
P.S. Today is the final deadline for nominations for the 2017 Best Construction Blog competition. If you know of a great architectural, engineering or construction blog (it can be your own), please nominate it by the deadline of 11:55 p.m. tonight. You may create a great moment for yourself or a client/supplier you respect.)