A brief synopsis of our consultancy services, including case studies, hints and tips and data regarding renewables and sustainable marketing.

1. IN THE BUILT ENVIRONMENT
book of
know,
a little
how

2. Construction marketing that’s based on know, how not Know-it-all
Ask anyone who they’d like as the surgeon carrying out Eco no-nos and Eco know, how
their operation or the pilot flying their plane and they’ll
be keen to put their welfare in the hands of experts. But The PR battle to be greener than the next guy is sweeping
when it comes to marketing, it would seem that the industry. After all, where there’s a marketing
everyone’s an expert. At least, they’d like to think they bandwagon, there has to be a willingness to jump on it, or
are. But devising and delivering marketing strategies risk being left behind.
that add value to a business and revenue to its bottom
line requires much more than a know-it-all approach. It But real marketing, with strategy and substance, is about
requires a genuine knowledge of the sector, an in-depth much more than jumping on a bandwagon. It’s about seeing
understanding of the business and an ability to integrate the potential opportunities – and obstacles - ahead and
marketing know-how with commercial goals all the way having the vision to plan them into your marketing strategy
down the line. with clear commercial goals.
In the construction sector, that’s a tough ask. It’s a That’s why the kind of green wash that some construction
sector that covers, from £multi-million developers to tiny, sector firms are using to masquerade as credible
specialist contractors, adding up to a vast array of environmental credentials is simply transparent. This is not
products and services. It also involves lots of the latest marketing fad with a number of off-the-peg
different routes to market and each layer of the supply marketing initiatives that companies can use to be trendy: it’s
chain equates to a different marketing audience, each a commercial reality and it’s here to stay.
with their own agenda.
Our understanding of sustainable construction is helping us
What that means for the marketing team is a complex develop all our clients’ eco credentials. Part of our approach
task of defining the proposition and the audiences, is to interrogate their commercial strategy, question their
selecting the most effective route to market, establishing green credentials and seek out the opportunities that will
a brand that will stand out from the crowd and benefit both their reputation and their business.
communicating both the brand and the proposition ef-
fectively to all the potential audiences. A one-size-fits-all Yes, being seen to be green is important; increasingly so.
approach to communicating with all stakeholders simply But the substance behind that green PR machine is business
won’t work, particularly in these recession-bruised times. critical and we work with our clients – often introducing them
If marketing is really going to be visible on the bottom to specialist partners – to ensure that their green strategy is
line it has to be strategic, targeted and demand a clear credible, viable and robust.
commitment right at the heart of the business.
Here are just a few of QCM’s ‘Eco’ clients:
All of that takes expertise. Not all marketing consultants
who say they are construction industry specialists really
understand the sector and not all marketing
consultancies will ask you what they need to know
instead of just acting on what you tell them. Taking the energy out of data
cooling solutions
We will. And that’s QCM know-how. Real construction
expertise, no nonsense.
RENEWABLE ENERGY SYSTEMS
WATERPROOF INSULATION BOARD

3. uest
construction marketing know, how

4. Marketing consultancy know, how
How do you select a marketing consultancy to help you tricks, that’s not an approach that works for us. Instead, we
deliver a marketing plan that works strategically with the will look at any issues or opportunities within your business
company’s commercial goals and delivers tangible results? with our marketing expert’s eyes. Product development,
sales performance, market conditions: they are all
It’s a killer question. But to us, know-how begins with marketing issues and we’ll throw them all into the mix to
knowing how to ask the right questions and until we really design a programme that delivers the outcomes you’re
know our clients – warts and all – we don’t really know looking for.
anything.
The Know, How
Then it’s about applying our expertise to your business and We’re marketing people, you’d expect us to be able to ‘talk
your aspirations for that business. Our research into your the talk’, but that doesn’t actually make us experts in the
marketplace and our ability to get under the skin of your construction sector, right?
business is only part of the story. It establishes our starting
point and informs us what we have to work with and what And the proof of our expertise lies not only with our client
we’re up against. But then it’s time for the next killer list. Our people have actually worked in the construction
question: Where do you want the business to go next? industry; we understand how the industry works and its
culture.
We’ll respond to it with can-do. We’ll make sure we
understand your commercial strategy, sales objectives We’re proudly and undeniably down to earth. Which is why
and the challenges of your marketplace. That combined we won’t try to make your business fit a pre-conceived
with our experience will ensure we develop marketing marketing model. We’ll observe your business, analyse
programmes that consistently deliver improved business its requirements and design a programme to deliver. No
performance. short cuts and no stereotyping.......but no long-winded naval
gazing either.
After all, marketing spend shouldn’t be about spending a
budget, but about investing in the company’s future. We’re called QCM (Quest Construction Marketing) because
that’s all we do – marketing for the construction sector.
The Challenge
Next question: What do you want your customers to do? Is there really such a simple approach that will deliver
Effective marketing doesn’t just reach your stakeholders; it tangible results?
motivates them to do something. That something could be
as simple as understanding your business. It could be as There is when you know how.
ambitious as recognising your company as a leader in the
marketplace. It could be as fundamental as ringing you up
to place an order.
Whatever the desired action is, QCM will base our strategic
advice and tactical programme on achieving it. How do we
do that? By looking at your business as a whole. While
some marketing consultancies may consider marketing in
isolation and pull tried and tested ideas out of their bag of

5. Did You Know?....
Having an online
presence is essential
– but simply being online
isn’t nearly enough.
CONSTRUCTION, ELECTRICAL and MECHANICAL
For example, with so
many architects and
CONTRACTING MADE EASY
specifiers now sourcing
products digitally, building
products firms need to
integrate their online
Sharon Henderson
Managing Director
Quest Construction Marketing Ltd
presence with their sales
Merrehill Leek Road
Gawsworth
Macclesfield SK11 0JQ
17 December 2008 and technical support
Dear Sharon
departments to offer a
Contracting Made Easy
This is an example of how the proposed new corporate dentity for our client Marmox UK
Ltd would look when applied to stationery.
totally joined-up service.
TKR is a company changing the way contracting
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within the construction industry operates.
The website can and
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Proin consequat felis quis ligula pellentesque habitant morbi tristiquesenec et eu turpis.
A truly unique service offering, the company consists of the attractive TKR service offering:
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partnership between a building contractor, electrical contractor and • Design and build
mechanical contractor, all experts within our fields. • Refurbishment
• Data centre infrastructure
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Ut purus mauris, congue eu, gravida sit amet, aliquet et, justo. Phasellus blandit sodales
should be a one-stop
resource with
Acting as a single point of contact for a wealth of specialist services, • Acoustic engineering
lorem. Phasellus laoreet sollicitudin libero. Etiam est dolor.
TKR offer an innovative, cost-effective and flexible solution to securing • Electrical engineering
all the experienced contractors you need to deliver a project on time, • Mechanical infrastructure
downloadable catalogues,
in budget and to specification. Kindest regards
We have an impressive client list and an enviable track record that
spans both new build and refurbishment projects across commercial,
industrial, leisure and technology sectors. specification tools and
email response
quotations.
“The Plaza is a showpiece building for Bruntwood in
Liverpool and we have since made it our own headquarters.
To reflect this, we needed to ensure that the fit-out
was of the highest quality. TKR took a very professional
approach to delivering the project within this challenging
environment.”
Bruntwood
uest
construction marketing know, how

6. PR consultancy know, how
From time to time a company appears that, out of Case study: Stanley Security Solutions
nowhere, seems to grab all the headlines, win all the
awards and become the name on everyone’s lips. Often, A UK market leader in the design,
they’ll have been around for years, then, suddenly, they installation and maintenance of security,
seem to be everywhere. It’s no co-incidence, it’s just communication and time management
effective PR. solutions, Stanley came to QCM for help
with its PR.
Whether it’s ensuring your customers read about you in
all the right places, communicating specific messages, Our campaign focused on both news and feature editorial in
relevant trade publications, plus vertical media and
making them feel valued or converting leads into sales,
online coverage. We also developed a bank of case studies to
PR should lie at the heart of any marketing programme in
support the PR programme and provide sales collateral.
construction.
Consistent results for 2 years; average of 10 individual pieces
We know how to make that happen. Seamlessly, of coverage per month; articles in over 30 key trade magazines;
consistently and with the kind of passion that ensures 3 x advertising equivalent; attended national sales meetings
your customers know you’re great at what you do. Stories culminating in an increase in demand for marketing and PR
without substance might get you on a few tender lists but support.
they won’t actually help you win the tenders. What we do
is help you identify the messages and stories that will set Sales team activity utilising marketing materials to help improve
your business apart – in print and online. results.
Our creative approach will ensure that you maximise the
PR potential of everything you do and we’ll leverage our Did You Know?....
media contacts to make sure your key journals don’t just
cover your business, they understand it too. A soft approach to PR can often be more effective than a more
obvious opportunity to ‘plug’ the company. By-lined opinion
Of course, PR doesn’t begin and end with the media. In pieces provide an opportunity to make the company the ‘voice
of the industry’, positioning you as the experts and offering you
many ways, the media is just the middle man. That’s why
an opportunity to set the agenda in the media.
QCM also believes in driving direct communication
between our clients and their clients. That could be Third party endorsement is also a useful tool: finding
through corporate entertaining, exhibitions, online forums opportunities to co-author features with clients strengthens
and social networking or the humble customer letter. relationships and results in excellent media coverage.
Whatever the tactic, our approach means that it will be
targeted, strategic and integrated with your commercial
goals.
We know how to help you say the right things in the right
ways to the right people. uest
construction marketing know, how

7. Brand consultancy know, how
In any recession – and the construction industry has Case Study: CryoCentrix
survived a few before now – it’s not the companies with
the biggest advertising spend that weather the storm most When our client decided to leverage its expertise in
effectively, but the ones with the strongest brand. providing a ground breaking innovation in cooling for the
data centre sector by launching a specialist system, it came
That’s because, while advertising is all about being visible to QCM to develop the strategy for launch.
- right here, right now - brand is all about substance: a
long-term commitment to building a proposition that We began by recommending a brand and name and created
customers both trust and understand. a brand expression which defined the proposition. Following
a structured brainstorming process the name ‘CryoCentrix’
At QCM, we believe that branding is about communication, was chosen along with the strapline ‘Taking the energy out
not decoration. It is the basis for all marketing as without a of data cooling solutions.’
strong brand to bring all the strands of a marketing
programme together, communications activity risks From here, we created a complete marketing programme
becoming a series of disparate noises. That’s not just including an image style, literature, online presence and PR.
wasting budget; it’s leaving the company vulnerable to The brand was launched at the world’s largest data centre
fading into the background in an increasingly competitive exhibition, Datacentre Dynamics.
market.
Brand positoning has already set them as one of the major
Branding requires a clearly and succinctly defined purpose specialists in the market. The launch garnered 50 new blue
and proposition. That’s why it’s important to work with an chip-class leads and a database of more than 1,000 new
expert in the sector to understand what you do, what contacts.
challenges you face. The brand needs to differentiate not
just the product or service but the way in which it is Ongoing PR and targeted direct mail post launch has
delivered, that will inspire trust and loyalty. ensured that the CryoCentrix has maintained the brand’s
momentum.
We help you develop your brand values and put them at
the heart of your communications activity, from visual
concepts right through to sales processes. We work to
sustain and build brand equity, providing a tone of voice
that has synergy, individuality and distinction.
energy
Branding is the difference between a company people
know and one that they believe in. We know how to make
that difference.
Taking the
Ta k i n g t h e e n e r g y o u t o f d a t a
cooling solutions
out of data i
centre solutions

8. LIKE TO KNOW MORE CALL OR EMAIL US
For more information please contact us:
QCM UK LLP
Electra House Electra Way Crewe Business Park Crewe CW1 6GL
Telephone: 01270 270 027 www.questconstructionmarketing.co.uk
enquiries@questconstructionmarketing.co.uk