Many construction companies who market their services throughout the industry generally make three promises – they work safely, on time and on budget. But if everyone is claiming the same strengths, how can anyone tell different companies apart?

The answer, is through engaging multimedia stories that “help customers understand who they want to work with,” Atlas Marketing President Chris Martin said at the Associated General Contractors of America’s 100th Annual Convention. These stories home in on a company’s value as opposed to its capabilities.

Martin said a good multimedia story is simple, captures attention, addresses a need and drives someone to learn more. One example he offered was a banner ad Atlas did for the Iron Workers Local Union No. 3 showing a steel beam that says: “We don’t go to the office.

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