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Manufacturers given chance to benchmark against rivals

New NBS survey provides participants with snapshot of competitor marketing tactics.


28 September 2021

NBS, a leading specification and product information platform for the construction industry, and construction intelligence experts, Glenigan, are offering manufacturers a rare opportunity to compare their marketing tactics against those of competitors, as part of a new research study.

The ‘Construction Manufacturers’ Marketing Index’ aims to gather data around the types of marketing activities currently used by construction manufacturers and their plans for the future. The findings will be published in a report, providing companies with a useful resource on how to level-up their current offering.

Developed in response to a turbulent year of trading for manufacturers, NBS plans to use the research to provide a holistic, ‘state-of-the-industry’ overview of construction marketing to help manufacturers respond to current and future industry pressures, such as legislation changes around industry safety and compliance and building supply shortages. The report will also offer insight and support into how companies can adapt to these challenges, improving brand and product visibility amongst architects and specifiers in the immediate and long-term.

In return for their input, participants will receive a host of benefits including early, exclusive access to the final report, information on how to anticipate impending barriers to success as well the opportunity to benchmark their marketing activities against data from other manufacturers. A seat on the NBS table at the 2021 Construction Marketing Awards will also be up for grabs

Robin Cordy, Marketing Director at NBS, said: “There’s never been a more important time for manufacturers to understand and consider how to effectively market their construction products.

“The past 18 months have been extremely challenging for manufacturers, leaving some in the dark when it comes to the most effective ways to reach their target audiences. We want the Construction Manufacturers’ Marketing Index to be a practical resource, which is why we’re offering the chance to benchmark marketing activities against the wider industry. “It’s simple and easy to fill in, and the insight gained could help plug gaps in their current marketing and communications strategy. As construction continues to go digital, it’s important for manufacturers to explore how a more sophisticated, digitised approach can raise the bar in terms of their promotional and sales growth. By doing so, they can stay one step ahead of the competition and make impactful preparations for their 2022 planning and beyond.”

As a market leader in construction data, Glenigan will also be using its expertise to compile meaningful results for the final report. Rhys Gadsby, Glenigan’s Economic Analyst, said: “Having the opportunity to benchmark against competitors is a rare occasion and manufacturers should be jumping at the chance to get hold of valuable datasets. “It’s been a rocky road for construction over the past year or so, but as the saying goes, ‘knowledge is power’. The more understanding manufacturers have around how to market their products effectively, the better position they’ll be in to improve profits in 2022.”

To complete the survey for the Construction Manufacturers’ Marketing Index, please click here. Closing date for the survey is the 24th October 2021 and will take around ten-fifteen minutes to complete. Those that complete the survey will be granted early access to the final report and one winner will be selected to join the NBS table at the 2021 Construction Marketing Awards.

For every completed response, NBS will donate £1 to the construction charity CRASH to help support vulnerable people.

For more information, please contact:
Archit Chopra or Dale Maycock at The Think Tank, 0207 831 2225.