SLG Agency July Newsletter

Hello and welcome to the July newsletter.

Football hasn’t come home, again, but there is a new Government and, with it, some optimism about the sector.

Whisper it, but Glenigan | Powered by Hubexo data even predicts a post-election boom. With that in mind, we’ve got some pieces on what the incoming Government’s plans are for the sector, and what every construction marketer needs to know about the raft of policy announcements.

To make sure you take advantage of a potential ‘boom’ in the sector, there’s also a helpful piece on maximising the ‘education and nurturing’ phase of your marketing funnel. If your plans are still in their early stages, there’s another chance to utilise our TruthScore tool to give you a starting point.

Finally, there’s news of an exciting new client engagement. Well, it wouldn’t be an agency newsletter if there wasn’t some self-aggrandising, would it?

?We hope you enjoy the read, and the exciting times ahead.

Making ‘the Middle’ less messy

There has been a lot of talk in marketing circles about ‘the long and the short’, or ‘top and bottom of funnel’. Confession time - we’ve contributed more than our fair share to said talk.?

One thing that stood out to us, specifically to PR Account Director Anthony Walker , was that these binary conversations that treat long-term brand building and performance marketing as diametric opposites often miss the part in the middle that turns brand awareness to sales.

Our belief is that there is an engagement job that must happen to turn initial interest into conversion, especially in construction and manufacturing supply chains with many varied stakeholder to convince. We also believe that PR, content and advocacy have a crucial part to play in this.

Keen to make the middle of your funnel less muddled? Read on: https://www.slg.agency/finding-the-middle-ground/

A blockbuster King’s Speech for Construction?

This month saw the General Election and the introduction of a new Government. With that comes a raft of new faces, new ideas and the hope of new policy direction - which construction marketers need to be across.

In total there were circa x35 new pieces of legislation proposed in the Speech, many of them having a direct impact on housebuilding, infrastructure, planning, skills and Net Zero.

Missed the Speech? Here’s a preview piece that we pulled together based on the Labour manifesto and post-election announcements: https://www.slg.agency/a-construction-marketers-guide-to-the-kings-speech/

Are you competing with your customers? A TruthScore perspective

It’s always fascinating to overlap two pieces of data. Here’s an interesting one that our TruthScore tool has thrown up:

• 87% of construction marketers say that their business has a defined positioning statement
• Despite this, almost one third (32%) don’t have a specific customer group that they tailor messaging for

?

It makes you wonder, who do we create positioning statements for, us or them?

Are they to tell the market what they can expect from us, or to signal purpose to our staff and stakeholders?

Should the best positioning statements do both?

If you haven’t tested your brand yet the tool is still open, and still free to use at https://score.slg.agency/truth-score

New Client: SLG makes a move with Mainmark

We’ve an exciting new client announcement this month, as we continue to enhance our reputation as the construction sector’s leading strategic agency with another brand positioning project.

The team at Mainmark (UK) , a global leader in ground engineering and asset preservation, have engaged SLG to support on brand development and marketing strategy as the business aims to replicate its international success in the UK market.

It’s been an exciting first few months, and the fruits of that labour will be launched soon, so watch this space.