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  • 12 steps to delivering effective CPD | Competitive Advantage
    is important so the audience do not feel they are being sold to 4 Write the broad technical message It is important that as well as meeting your objectives the CPD presentation also delivers on technical content Making sure your seminar contains relevant technical information will position you as a Trusted Advisor When you do come to deliver the seminar make sure that it lives up to your promises and is well presented by someone who understands the technical issues of the subject 5 Edit to include your hidden messages Now that you have written title and agenda and pulled together the technical messages it is important to revisit your objectives Introduce the hidden messages concerning selection and use your product but ensure that the presentation strikes the right balance between technical content and product information without a sales pitch This will mean your audience are happy and you will gain specification enquiries 6 Format into an interesting and attractive style Consider how you will deliver the information in your presentation enhancing your presentation with video or animation technical handouts CAD or BIM models and case studies 7 Get impartial feedback then submit for approval There is a general requirement for each seminar to be CPD certified which means that a body like the RIBA has to have vetted it to make sure that it isn t an overt sales pitch Specifiers prefer approved CPD seminars anyway because the assessment and approval process is a quality kite mark and reassures them they will not be wasting their time While certification is certainly desirable it is not mandatory however Before submitting for certification deliver the seminar to some friendly specifiers to ensure it is credible Incorporate their feedback into the design 8 Develop promotional and support material Think about what the specifier will gain from attending your seminar clearer insight into a new regulation the ability to design better solutions greater understanding of advanced techniques or materials It s the old features and benefits concept You must present enough real benefits to make it a compelling subject perhaps supporting this with testimonials from other practices that have recieved your seminar 9 Rehearse the presentation This may seem obvious but it is important to practice the seminar CPD needs to be presented in a professional and competent manner but done well it will position the presenter as an expert and Trusted Advisor starting a potentially long and rewarding relationship Done badly and it will discredit your company and the presenter 10 Promote the seminar to specifiers and contractors Do not think that CPD is for architects and engineers only Just because roles like project manager or estimator don t necessarily have a chartered requirement to undertake CPD and some do they will still be interested in improving their knowledge and ability to do a good job 11 Develop a comprehensive set of materials to leave behind This should include a copy of the presentation and any relevant technical papers In leaving this

    Original URL path: http://www.cadvantage.co.uk/12-steps-to-delivering-effective-cpd/ (2016-02-12)
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  • Case study: market feedback & evaluation | Competitive Advantage
    UK s leading manufacturer and distributor of UPVC building products Accredited for quality assurance The Project Eurocell wanted to assess the market positioning of Eurocell brands against the competitor brand identifying perceived differences The Objectives This research was commissioned to Benchmark product quality and value for Eurocell and their principle competitors Identify customers needs and attitudes towards the products Identify customers attitudes towards sustainable products and the use of recycled materials Identify in use issues which could provide development opportunities The Methodology In talking through requirements with Eurocell Competitive Advantage proposed a multi channel approach Our research team visited product installers on site and at Eurocell branches to gain their feedback We also gathered feedback via an online email survey as well as completing 100 telephone interviews with Housebuilders and Installers All feedback totalling 142 completed questionnaires was collected and sorted by Competitive Advantage s research team and presented in a report to Eurocell The report demonstrated the findings of the feedback on the quality and value of Eurocell products when benchmarked against leading competitors The Benefits Completing this research gave first hand insights into Eurocell s market position providing an unbiased independent and objective view The research helped to demonstrate that products are important however it is the service and relationships with the stockists that drives the customer s choice If done properly research can add a lot of value and help you to move your business forward for years to come Chris Coxon Marketing Manager Eurocell Return to Case Studies Leave a Reply Cancel Reply Your email address will not be published Required fields are marked Name Email Website You may use these HTML tags and attributes a href title abbr title acronym title b blockquote cite cite code del datetime em i q cite s strike strong

    Original URL path: http://www.cadvantage.co.uk/home/why-choose-us/case-studies/case-study-market-feedback-evaluation/ (2016-02-12)
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  • Case Study: Understanding key decision makers in the passive fire protection materials market | Competitive Advantage
    it is used and who the key decision makers are Promat hadn t undertaken any Promat DURASTEEL research for 6 years and at that time it was understood that architects were the main target market Promat needed to ascertain if the situation had changed so that they could focus their marketing efforts appropriately Previous research had dictated that they should target architects which they continued to do for a number of years successfully but as the construction market changed Promat needed to do some more up to date research The Objectives The research was to help understand If architects are still the primary decision makers in specifying Promat DURASTEEL Why Promat DURASTEEL is selected and used on projects The different sectors where Promat DURASTEEL is specified and the applications for which it is used The Methodology Competitive Advantage identified clients architects contractors who have used Promat DURASTEEL and the sectors they worked in The Promat DURASTEEL applications were then identified Competitive Advantage then conducted phone interviews with the key influencers on projects where Promat DURASTEEL were used The interview data was collated and analysed by the team at Competitive Advantage and a report was generated showing the factors which influence and affect the use and selection of Promat DURASTEEL The Benefits The results of the research pointed towards a more segmented approach as architects whilst still important weren t the only target market As well as this the research showed that the appropriate target person changed per market sector Therefore Promat are now focusing their marketing plan on a range of individuals within each market sector as a result of the research undertaken The research has given Promat substantial evidence as to why they are changing our focus in terms of marketing Promat s plans are now more focused and

    Original URL path: http://www.cadvantage.co.uk/home/why-choose-us/case-studies/case-study-understanding-key-decision-makers-in-the-passive-fire-protection-materials-market/ (2016-02-12)
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  • Case study: brand strength and analysis – benchmarking brands | Competitive Advantage
    specification of their brand by architects They wanted to measure and track the strength of the H H brand against other leading construction brands operating in similar markets The Objectives The research aimed to Measure the brand strength of Celcon Identify trends in the specification of the Celcon brand Benchmark the Celcon brand against key competitors in the same sector Give an overall Net Promoter Score for Celcon against and other key competitors in the same sector The Methodology Competitive Advantage identified architects working on current projects in the key sectors of aircrete products An email survey was then sent to the identified architects asking how likely they were to specify the H H product and other key competitors in the same sector The data was collected and analysed by the team at Competitive Advantage producing an overall Net Promoter Score This information was then put into a report in an easy to understand format including charts and a comprehensive management summary ultimately giving H H a benchmark score against their competitors for their Celcon product The Benefits H H Believe that knowing architects opinions of the H H product and brand is critical to winning and keeping the specification This research allowed H H to understand trends in the specification of their products and how important brand is to architects in the decision making process The research also helped H H benchmark against key competitors giving them a better understanding of where their brand sits in the market This survey enables H H to track changes in the attitudes of key specifiers as trend data is built each time the survey is repeated The main advantage of the Net Promoter Score is that it allows us to track changes in the attitudes of the key specifiers We need to

    Original URL path: http://www.cadvantage.co.uk/home/why-choose-us/case-studies/case-study-brand-strength-and-analysis-benchmarking-brands/ (2016-02-12)
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  • Case study: identifying how to deliver a sustainable future | Competitive Advantage
    electronic equipment and services The NICEIC offer leading certification services Building Regulations Schemes products and support to electrical contractors and many other trades within the construction industry The project 2021 Vision is a research project jointly conceived and funded by ECA and NICEIC to provide a long term view for the electrical contracting industry The objective In commissioning the research the ECA and the NICEIC sought to Highlight scenarios that will shape the industry Identify the character and structure of the wider construction industry Forecast the economic outlook for the industry Identify client and main contractor requirements Understand the range of work to be undertaken Predict the knowledge and skills to be required Know of key product development requirements Understand installation trends The methodology In compiling the report Competitive Advantage contacted 34 leading thinkers who contributed their views this was done as part of focus groups or as individual interviews Competitive Advantage also reviewed 44 published reports articles and government briefings to gather previously published views and opinions In addition 1000 electrical contractors and related installation professionals members of ECA or clients of NICEIC gave their views via an online survey The research data was then analysed by the experienced team at Competitive Advantage who using their technical and commercial knowledge interpreted the information and presented it in a report format An overview of the report findings were presented by Chris Ashworth of Competitive Advantage at the NICEIC annual conference The benefits Working together the ECA and the NICEIC were able to identify how contractors in the drive for a sustainable future could Build their reputation for expertise and impartial advice Develop initiatives to create greater work opportunities Expand their influence by acting as advisors problem solvers building assessors Read a summary of the report as printed in the Electrical

    Original URL path: http://www.cadvantage.co.uk/home/why-choose-us/case-studies/case-study-identifying-how-to-deliver-a-sustainable-future/ (2016-02-12)
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  • Case study: review of product usage in the UK new build housing market | Competitive Advantage
    efficiency heating and hot water system solutions It is committed to innovation technology and excellence The project Baxi wished to have a greater understanding of the use of hot water systems in the UK new build housing market It engaged Competitive Advantage to complete this project on its behalf The objective To determine Proportion of different hot water systems used in private new build housing sector The suppliers of these systems The projection for product sales The methodology The in house team at Competitive Advantage conducted research amongst private developers with over 200 offices of the top 20 house builders participating The interviews were conducted by telephone and where possible were held with Construction Directors Managers Additional interviews were conducted amongst Regional Housebuilders drawn from Competitive Advantage s database The research data was then analysed by the team at Competitive Advantage who using their commercial experience interpreted the information and presented this in a report format The benefits On completion of this research Baxi had a clear understanding of the UK market for hot water systems including Specification influences Sales projections Competitor analysis This information was used to inform its sales strategy Return to case studies Construction Sales Marketing eNews

    Original URL path: http://www.cadvantage.co.uk/home/why-choose-us/case-studies/case-study-review-of-product-usage-in-the-uk-new-build-housing-market/ (2016-02-12)
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  • Case study: regular measurement of customer satisfaction | Competitive Advantage
    services to complete these surveys as well as collate and interpret the information The objective In commissioning the research H H sought to Determine current customers opinions of H H s products and service Benchmark performance against other industry suppliers Note the affect of industry issues on opinions of H H Meet quality control obligations Gain customer opinions on the downturn and recovery Identify key issues for customers Identify competitor strengths and weaknesses Identify opportunities for improvement to the H H offering The methodology In conjunction with H H Competitive Advantage developed a questionnaire which covered the issues and also ensured a good standard of response Competitive Advantage s expert in house research team then completed over 300 telephone interviews with Builders Merchants as well as Buyers and Site Managers for Housebuilders Competitive Advantage then collated the information and using their commercial experience analysed and interpreted it and identified key issues of importance In addition to the completion of a written report the findings were also presented by Competitive Advantage to the H H management team so providing an opportunity for them to consider and discuss the implications Doing this ensures that the information is acted upon and does not just sit on the bookshelf The benefits A feature of the Competitive Advantage report is the use of multi attribute attitude mapping The report for H H presented key information about the priorities for customers and performance of H H and its competitors as a single chart providing an easy to understand summary of the situation By including benchmarking H H s performance was presented within the context of the industry s overall performance With regular surveys being conducted H H are able to make informed decisions when developing their business plan and fine tuning their customer service delivery As

    Original URL path: http://www.cadvantage.co.uk/home/why-choose-us/case-studies/case-study-regular-measurement-of-customer-satisfaction/ (2016-02-12)
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  • Case study: analysis of market size | Competitive Advantage
    of market size Case study analysis of market size The client Heatrae Sadia is the UK s largest manufacturer of electric water heating products It is committed to product innovation and quality The project To assess the size of the UK market for unvented cylinders calorifiers over 300 litre The objective To determine Market size Reasons for selection Channels to market Opportunities The methodology Competitive Advantage conducted Initial research with members of the Heatrae Sadia management team This informed the specifier and installer questionnaires and the market sectors to focus on The experienced team at Competitive Advantage then completed 150 telephone interviews with Architects Sustainability Consultants Building Service Engineers Public Health Engineers and System Installers The interviews aimed to understand the need for the products as well as their frequency of use Additionally feedback was obtained on the products currently in use their strengths and weaknesses The research data was then analysed by the team at Competitive Advantage who using their commercial experience interpreted the information and presented it in a report format highlighting a number of key issues The benefits The report highlighted product opportunities as well as identifying marketing messages that could be used The research gave an indication of the usage of these products in different building types and market sectors By overlaying this on the published CPA Construction Industry Forecasts a projection of future product demand was provided Based on the research Heatrae Sadia was able to decide if the market potential justified investment in a new manufacturing facility It also had the background information necessary to allow it to develop a product launch plan Return to case studies 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

    Original URL path: http://www.cadvantage.co.uk/home/why-choose-us/case-studies/case-study-analysis-of-market-size/ (2016-02-12)
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