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The Secret to Taking Down the 800-Pound Gorilla

May 22, 2017 by Brian Fraley

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How do we take down the 800-pound gorilla that dominates our market segment? It’s the question that keeps many construction executives awake at night. The short answer, which we will unpack here, is that you need to start building a legacy brand.

Perhaps “take down” is a bit dramatic so let’s reframe it. Whether you’re a contractor, construction equipment dealer, or material supplier, your goal is to expand market share for your firm and/or product or service. This is the very foundation of intentional marketing.

The Unstoppable 800-Pound Gorilla?

Let’s better define the 800-pound gorilla. It’s the firm that has been gobbling up the majority of market share in its vertical for decades. Or the product that commands a convincing price premium and turns the sales team from hustlers into order takers. Or the brand that usually gets the first mention when a product or service comes to mind.

They have a Teflon-like reputation. A botched project, unreturned phone call, service blunder, or delayed payment to a sub or supplier barely puts a chink in the armor. Competitors are left scratching their heads, puzzled about how they overcame the fumble.

Build a Legacy Brand

What these firms have built is what I call a legacy brand. It’s a fitting term. Having a legacy brand is the dream of every construction firm because it’s the equivalent of owning a money-printing machine. And whether we admit it or not, we’re all in business to make money.

There are legacy brands in every vertical. You already know the players in the construction industry. Think also of Apple in technology; Procter & Gamble in consumer products; AT&T and Verizon in telecommunications; and Comcast in cable.

Now that you’re salivating (or grinding your teeth) over the coveted position of these legacy brands, how can you build one?

The hard truth is that it takes the kind of time, persistence, and financial wherewithal that most of us don’t have. It’s a combination of branding, marketing, customer service, product innovation, hustle, integrity, and even a bit of luck. The right combination of these things over time will pay dividends in the form of positive word of mouth, referrals, ringing phones, inbound leads, and more.

Why would I say that most of us don’t have the time and persistence to build a legacy brand? I should be showering you with words of encouragement so you’ll share this article, right? Wrong.

The Gorilla Stumbles

The bad news for the 800-pound gorillas, which is good news for the rest of us, is that a day of reckoning may be coming as big picture market forces threaten their leadership position. I’m seeing water trickling out from the cracks in the dam already. Some are calling it the “Third Industrial Revolution.” It doesn’t matter how we brand it. The internet and globalization are in the epicenter and the storm is churning.

How can this be good news for anyone, you ask? Because it will open up a window for firms of all sizes to expand market share and encourage more start-ups in the construction industry. It’s the epitome of capitalism. The window of opportunity is cracked; perfect timing for legacy brands to emerge.

Let me be clear that the elimination of jobs and entire companies greatly concerns me. These legacy brands have overcome great odds, created millions of jobs, and moved America forward. And yet, like a car wreck, I can’t help but watch with a mix of captivation and concern to see the outcome.

Disruption Creates Incredible Opportunity

At the risk of sounding like an alarmist, I believe some in the construction industry are in for a rude awakening. The firms I talk to see the technology trends such as 3D Printing, drones, BIM, augmented reality, and even e-commerce, and seem to recognize that jobs will be eliminated, but I’m not convinced that they recognize the gravity of these threats. Entire markets could be redefined in the next decade.

For example, some construction equipment dealers seem to be dismissing internet-based start-ups that operate without brick and mortar locations. They contend, for example, that the importance of a local presence will keep the barriers of entry impregnable. That’s exactly what retailers thought when Amazon entered the marketplace. They are now laying off thousands, shuttering stores, and stumbling to recover from a knockout blow because they refused to put up their guards.

There are incredible opportunities in times of major disruption for those with their eyes wide open and the stomach for risk. The bastions of the construction industry will be tested. No brand, regardless of how strong, is timeless.

Start building a legacy construction brand now so you’ll be ready to pounce when the timing is right.

Ready to begin taking down the 800-pound gorilla? Click here to learn more about how Fraley Construction Marketing can help.

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Categories: Branding, Construction Marketing, Marketing Strategy

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Brian was there for us when we had just a few days to put together a complex proposal for a P3 bridge replacement project we were bidding that involved detailed technical and financial plans. As a contractor, we had no experience in putting together the marketing and narrative pieces that the proposal required. Brian not only walked us through the process, he helped us put together a complete and professional looking proposal. His extensive experience and knowledge of construction and engineerin… Read more
Mark EckmanPresidentJ.D. Eckman Inc.
I was looking for an effective and precise way to market my new Black Splitter log splitting products to potential customers and that’s exactly what I got with Fraley Construction Marketing. Brian exceeded my expectations by suggesting a project application story instead of a standard new product press release, and identifying and getting it published in at least six industry trade publications. I will be doing more marketing projects with Brian in the future.
Eric RansomeOwnerRansome Attachments
The services Fraley Construction Marketing provided to us were top notch.  We’ve hired photographers across the country to obtain photos of our equipment in use on various job sites, but Brian’s talent shined in this particular project.  He went above and beyond, was very informative and did a great job scheduling and coordinating with the jobsite.  We are very happy with the quality of his photos!  We would be more than willing to use his services again in the future.
Gretchen TremmierSecretaryPile Hammer Equipment
We knew Fraley Construction Marketing had some larger clients and we are much smaller in terms of revenue and operations. However, Brian welcomed us as a client and we’ve never felt any less important than the big companies. We are good at delivering our construction services, but not so much with marketing them.  Brian’s advice is always sound and from the heart.  We consider him an equal part of our operation.
Jeff & Kelly ShannonMission Critical Operations
Fraley Construction Marketing has taken KB’s online presence to the next level. Brian utilizes multiple social media platforms to engage with our industry and drive traffic to our website. They also manage our e-mail marketing and we anticipate many long-term benefits. Fraley is a truly innovative online marketing firm.
Mark WaltersMarket ManagerKB International
Fraley Construction Marketing has achieved incredible results in our company’s marketing efforts. Brian has taken our social media and press releases from zero to overwhelming. This is due to Brian’s industry knowledge and exemplary communication skills. His skill and guidance have led us beyond our expectations.
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Bob HessPresidentFaddis Concrete Products
We are extremely pleased with the work Fraley Construction Marketing has done. We had a massive amount of website content that needed to be edited and written within a tight schedule and it was all done in a timely manner. Brian is a great communicator and talked me through the entire process to make sure everything was exactly to our liking. 
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Our challenge was to develop a new brochure on a budget. We wanted to take a fresh approach to our content reflecting the changing role and challenges of trade associations. Fraley Construction Marketing shared our willingness to challenge the status quo and brought to the table industry-specific knowledge. The result was a brief, hard-hitting, member-focused brochure that promoted our value in a reader-friendly format. The finished product will help to increase membership development and engage… Read more
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Working with Brian on this project was such a positive experience!  He guided us, kept us on track, and incorporated our ideas. Because of all these things our project was a huge success. We now have a Mission and Vision statement that is true to who we are and what we want to be. Thank you Brian for such a successful outcome!
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