Construction company marketing and brand managers responsible for construction advertising are fast realising the opportunity of branding on existing shade cloth on existing sites. Construction companies are in the enviable position of owning extremely valuable high exposure advertising positions at street level and vertical.
From a budgeting perspective, the shadenet and shade cloth is already budgeted for under the project so if the divisions are prepared to work together (which is often not the case in our experience) then existing budgeted site shade cloth can be printed for strategic deployment in high traffic areas to maximise brand exposure. Grinaker-LTA did this in the Durban area very effectively during the 2010 World Cup Soccer.
For some weird reason, most likely unique to the construction industry, construction advertising and marketing is firstly given little weight so leverage of the department and budgets are invariably constrained, and secondly the project managers, buyers and marketing department do not seem to work together well to boost company awareness and demand for construction services. Our most successful construction advertising with custom shadenet and shadenet branding has been driven from CEO or level below as i guess they have a helicopter view and can see the benefit for the whole company across divisions.
The bottom line is that with almost no extra cost, construction companies can considerably improve the effectiveness of the on-site construction advertising and brand identification and exposure simply by coordinating budgets bringing together the project budget for shadenet and a bit of the marketing budget in a joint effort. Leading global construction company Grinaker-LTA has done this effectively. Once it is set up, it becomes part of the operation with a simple process of budgeting and reordering and deployment to maximum effect.
