In the course of our experience as a communications and marketing agency, we have
often found dealing with projects related to the construction, finishing and
of interior design.
We were therefore able to touch on some key features that determine
The choices of marketing and sales strategies to be implemented in this area.
Well aware of the complexity of the topic, we have tried to summarize our
four-point thinking. Here they are.
Long and fragmented purchasing process
When it comes to building materials, the decision often starts from afar, for
example from a specification or a visit to a friend’s house, going through the
construction or renovation of a home. Being found by
potential customers allows your brand to be perceived as the best
possible choice
Presence of many decision makers and influencers
In addition to the end customer, traditionally the family who wants to build or renovate
a house must make complicated decisions, being influenced by numerous
professionalsin the field such as architects, surveyors, interior designers, installers and
contractors. Making theinfluence of professionals positive can often prove decisive
in the final choice.
Online exploration process
The potential end client and the professional explore and gather information
online through social media, blogs and comparison sites. The customer is increasingly
informed and their online journey determines which solutions and which brands are worth it
or not evaluate in person, by requesting a quote or visiting the
store
Product evaluation and user experience
Product evaluation is often left to the retailer or the experience of the
professional. The brand at this stage fits in at the beginning and end of the process of
purchase. It is therefore crucial to consistently transfer the values of the
brand so that they are perceived and received correctly by the dealer and, consequently,
by the end customer
