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Quality will be recognised

Double dip or bouncing along the bottom, the hard reality for most companies is that they don’t have enough resource to do all the things that they want to do.

Most companies have been in the depths of recession for a good two years now. Staff cuts will have been made and activity levels have stabilised, albeit at painfully low levels.

Marketing department head count and budgets in a lot of companies have taken big hits but the marketing process and the desire or need to find new business opportunities has not gone away. Indeed, now it has become even more important. The ultimate paradox: doing more with a lot less.

So how do we do that? The simple answer is to work smarter not just harder, but this of course is very difficult to do.

Sure, the committed people will put in the extra hours to make sure the job gets done and done well, and they will be well rewarded when the business is able to do that (won’t they?).

But working 24/7 will not provide all the brochures, bid documents, websites, direct mail campaigns, e-shots or newsletters on time without focus on the priorities. How many times do we say that we should do the things that will really make a difference and then get on with the long list of short-term actions and requests?

Clear focus on the priorities will deliver far better returns for limited resources - assuming the senior management team are capable of identifying the priorities. Focus enables the good marketers to do an effective job, to be more refined in the campaign delivery and thus more successful.

Later this year, CIMCIG will be looking to prove this point with the announcement of the winners to this years Construction Marketing Awards. The prestigious CMAs are universally recognised as a unique and highly regarded measure of excellence in construction marketing and business development.

The awards are an invaluable opportunity for recognition of the creativity, innovation and effectiveness in the implementation and execution of your company’s marketing and/or business development strategy.

They aim to raise the profile of marketing professionals and their achievements and demonstrate the essential value of marketing as a strategic discipline, enabling companies to raise their profile, launch new products and services, win business and help deliver corporate strategy.

The awards are now open for entries. Details of the award categories and entry forms can be found on the CMA 2010 website

Ian Exall is the marketing communications manager at insulation manufacturer Rockwool and a committee member of CIMCIG, the Chartered Institute of Marketing’s construction industry group.