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  • In-house construction sales and marketing training | Competitive Advantage
    house courses for sales and marketing construction professionals We can deliver in house courses to your sales and marketing team held at your premises and tailored to your needs While there are many training providers very few have a construction focus Our construction industry courses are Focused on construction marketing or construction sales challenges Run by experienced construction professionals sharing their sales and marketing expertise knowledge and practical advice Certified by the Construction CPD Certification Service Tailored construction sales and marketing training You can choose the content that is relevant to your team Working with you we draw on material from our range of standard course programmes We also look to reference information gathered from Competitive Advantage s market research to provide factual support to the programme Our more popular standard course programmes are Creating Demand through Specification Construction Industry Overview Developing Effective Sales Skills for the Construction Sector Marketing in Construction We also deliver Trusted Advisor The Specification Process Specification Influences Delivering CPD seminars Key Account Management Effective Presentation Skills Why choose in house training Standard material can be tailored to the needs of your business Workshops allow your team to develop strategies to apply after the course Whether new to the construction industry or experienced there is always something new to gain from regular training It is a cost effective means of providing your team with sales and marketing training specific to the construction market and tailored to their needs During our courses we encourage questions and discussion an opportunity for your team to reference real scenarios in confidence Further information Why choose us Read more about our credentials Learn what others say about us Read our case studies Meet the team at Competitive Advantage Construction Sales Marketing eNews Get the latest in Construction Sales Marketing news straight

    Original URL path: http://www.cadvantage.co.uk/home/what-we-do/construction-sales-and-marketing-training/in-house-training/ (2016-02-12)
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  • About Us | Competitive Advantage
    specialist team have been recruited from sales marketing or specification roles within the construction sector We have a presence with the Chartered Institute of Marketing Construction Industry Group CIMCIG Construction Products Association Construction Marketing Awards and BIM Task Group BIM4M2 Construction Sales Marketing eNews Get the latest in Construction Sales Marketing news straight to your inbox once a month REGISTER NOW Construction reports eBooks webinars and course bookings BROWSE Tell

    Original URL path: http://www.cadvantage.co.uk/home/about-us/ (2016-02-12)
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  • Customer profiling construction markets | Competitive Advantage
    will also have unique needs Profiling your customer base is an important part of managing customer relationships Knowing your customer their business and what is important to them in each sector allows you to tailor your communications and manage the sales process more effectively Why conduct customer profiling When you engage with customers and prospects be it via direct mail email or personal contact it s important to fully understand their needs and issues so that you can deliver a targeted and effective message Customer profiling allows you to build that picture of your customers ensuring that when you do make contact messages are relevant and compelling Customer profiling considers a number of factors Sectors worked in Past projects Size of business Roles of key contacts It allows you identify and prioritise the decision makers representing the best opportunities for your business and deliver impactful messages Further information Learn about customer satisfaction surveys Or consider benchmarking loyalty to your construction brand Further reading To learn more about conducting bespoke research download our eBook A How to Guide for Market Research in the Construction Industry Browse our market research reports available to purchase online Construction Sales Marketing eNews Get the latest

    Original URL path: http://www.cadvantage.co.uk/home/what-we-do/researching-the-construction-market/customer-profiling-customer-markets/ (2016-02-12)
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  • The benefits of conducting pre-launch feasibility research
    to conduct comprehensive desk research for you Sourcing economic and construction industry reports and commentaries and presenting them in a digestible manner to give you an overall view of your target construction market Anecdotal evidence Information from your sales and customer services teams provides a good base to build analysis from and can help steer further objective research Competitive Advantage can act as an independent party to gather this data and incorporate it into a wider research project intp pre launch feasibility Qualitative research via telephone interviews Conducting research with industry experts and target customers or specifiers completes the evidence needed to inform your product launch plan Conducted on your behalf we have found telephone interviews to be the most cost effective and reliable method of research If there are some complex issues or important customers we can include face to face interviews in the research process Reporting is factual but includes a series of commercial recommendations based on our extensive construction sales and marketing experience we can Give you a picture of the competitive environment potential barriers of the market and substantiate earlier desk research and anecdotal evidence with first hand observation Clarify the decision making process for your product how the different players interrelate who the specifiers and influencers are and what their key drivers for product selection are Appropriate communication channels and information required by the client specifier can also be explored Provide the evidence to formulate your sales strategy by identifying the optimum route to market for your product Information on delivery and handling requirements service expectations and stocking policies for example can be gleaned through independent research The benefits of working with us on construction market research We have been conducting research for the construction sector since 2000 Our specialist team have been recruited from

    Original URL path: http://www.cadvantage.co.uk/home/what-we-do/researching-the-construction-market/pre-launch-feasibility-research-for-construction-products/ (2016-02-12)
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  • Measuring specifier’s loyalty to your construction product brand | Competitive Advantage
    it against communication initiatives to gauge changes in attitude to their construction brand Download one pager on Brand Strength Analysis What is the Net Promoter Score The Net Promoter Score NPS is a loyalty metric developed by Fred Reichheld In his book The Ultimate Question NPS is presented as the most important metric for business Developed for consumer marketing the Net Promoter Score tracks how customers represent a company to their friends and associates It is now widely used in customer satisfaction and perception studies Learn more How does Brand Strength Analysis work We first ask the specifier how likely they are to specify a brand for a construction project We have found that certain products are more likely to be specified by brand that others where a performance or generic specification is used We then ask the specifier to say how likely they would be to specifiy a series of product brands including our clients for a category of product Benefits of analysing your construction product s brand strength In an industry where companies merge or have a portfolio of brands it is particularly useful to track the impact of new identities Conducting regular brand strength analysis allows you to Measure return on investment for specification selling Measure the strength of your brand which can be tracked over time Get an indication of brand strength for different construction sectors To benchmark your brand against other leading but non competing brands For more information or to participate in the next Net Promoter Score email learn cadvantage co uk Further information Learn about Sustainability Performance Benchmarking Or market feedback and evaluation Further reading Read our blog about Measuring your Brand Strength in Specification or Three Steps to win Green Specifications To learn more about conducting bespoke research download our eBook A

    Original URL path: http://www.cadvantage.co.uk/home/what-we-do/researching-the-construction-market/measuring-specifiers-loyalty-to-your-construction-product-brand/ (2016-02-12)
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  • Benchmarking the sustainability credentials of your construction product | Competitive Advantage
    the Net Promoter Score The Net Promoter Score NPS is a loyalty metric developed by Fred Reichheld In his book The Ultimate Question NPS is presented as the most important metric for business Developed for consumer marketing the Net Promoter Score tracks how customers represent a company to their friends and associates It is now widely used in customer satisfaction and perception studies Learn more How does Sustainability Perception Benchmarking work The research asks specifiers to give their view of your product s sustainability credentials ranks on a scale of 1 to 10 the following factors Feedback is gathered online with architects or engineers identified as working in the market sectors of interest to your business This online survey is conducted twice yearly so that you can track progress and decide what measures you need tot take to support or strengthen your brand You will receive a report which is confidential to your business Benefits of analysing your construction product s sustainability credentials Perception is reality and by understanding specifiers perceptions of your brand s sustainable credentials you can ensure they receive sufficient information to build a positive perception and be ahead of your competitors Analysis of the individual elements of sustainability helps to pinpoint your strengths and weaknesses allowing you to build on strengths and address weaknesses The report allows informed decision making when it comes to developing your communications messaging Competitive Advantage have a good understanding of sustainable issues having written reports on the role and influence of sustainability as well as participating in the Green Construction Board s working groups For more information or to participate in the next Sustainability Perception Benchmark email learn cadvantage co uk Further information Learn about the Net Promoter Score and measuring customer loyalty to your construction brand Understand more about customer

    Original URL path: http://www.cadvantage.co.uk/home/what-we-do/researching-the-construction-market/benchmarking-sustainability/ (2016-02-12)
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  • Construction industry focus groups | Competitive Advantage
    be used to gain better understanding of some issues behind responses from a standard market research process The benefits of conducting construction industry focus groups The relaxed environment allows for one participant s opinions to spark thoughts from others You can gauge opinion from members of your key target market Informal discussion allows for the raising of issues that may not arise as part of a structured interview approach How the process works A focus group is an informal discussion which is structured and controlled by a faciliatator with the aim of drawing out the group s perceptions attitudes and opinions about a topic This is achieved by facilitating discussion and interaction between participants with similar experiences This methodology can often lead to the raising of issues that might not arise in a structured interview with the opportunity to explore these points to gain an understanding as each individual contributes and builds on previous comments Traditionally focus groups have comprised a physical gathering of people But online focus groups are becoming popular as they can bring together individuals over a wide geographical spread provide an element of anonymity and cost significantly less to run Competitive Advantage conducts traditional focus groups and is developing its expertise in the online focus group The benefits of working with us on construction market research Competitive Advantage has been conducting construction market research since 2000 Our commercial experience of the construction industry means we are experienced at communicating with construction industry decision makers architects engineers project managers estimators large small contractors sub contractors distributors wholesalers and merchants Competitive Advantage conducts market research to meet the relevant requirements of international market research standard ISO 20252 2006 This defines processes which ensure best practice in the conducting and reporting of market research Further information Learn about customer

    Original URL path: http://www.cadvantage.co.uk/home/what-we-do/researching-the-construction-market/construction-industry-focus-groups/ (2016-02-12)
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  • The 5 essential elements of an awesome research brief | Competitive Advantage
    market Past and current activity Objective what are the issues you wish to address It is important to spell out what you aim to achieve by conducting the research What are your information needs What is your end objective Well thought out objectives provide clarity to your research brief For example these could cover any of the following Find out who specifies your product Identify ways to increase specification Learn about why your product is specified Know who is not specifying your product and why When writing your objective remember to make it SMART specific measurable achievable realistic and timely Positioning how does this research fit into your wider business strategy Remember to detail how your research objective fits with your marketing strategy and in turn how it fits with your company s business strategy Like the exercise on providing background information this adds depth to why you are conducting the research as well as direction Also share any previous research or information that leads up to this project As well as showing how the current project fits into the bigger picture it also helps avoid any duplication of work Respondents and methodology how are you wanting the research to be conducted If you have a preferred methodology for conducting the research then make it known It is important to detail the requirements you have For example anonymity how impartial do you want the feedback Do you want to remain anonymous for full impartiality And who should be contacted when conducting the research Is it current customers or your wider target market All of this information is important to detail Deliverables detail your expectations As with the previous point it is important to detail your expectations Do you want to receive the top line findings in advance of the final report Or the final report only How would you like the information presented in a research document only or as part of a presentation and or workshop It is also a good idea to detail the timescales for the procurement process when you expect to commission the research and any deadlines when you will need the findings Conclusion Communication is key when agreeing the boundaries of the research project Delivering a comprehensive brief is a great starting point but remember to be open to suggestions to get the best of the researcher s knowledge and experience And finally ask your research consultancy for Examples of similar research reports Experience in the particular sector of importance to your company References Further reading View the Chartered Institute of Marketing website for marketing brief templates password needed How to write a comprehensive market research brief eBook Market Research that informs your business strategy Further information Learn how we can help you with researching the construction market Download our RESEARCH BRIEF TEMPLATE Working with Competitive Advantage Competitive Advantage has been conducting construction market research since 2000 Our marketing team have construction industry experience and are familiar with the industry s language and practices Our

    Original URL path: http://www.cadvantage.co.uk/5-essential-elements-research-brief/ (2016-02-12)
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web-archive-uk.com, 2017-12-11