Fraley Construction Marketing

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The Secret to Taking Down the 800-Pound Gorilla

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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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We are very happy with Fraley Construction Marketing’s services. Brian helped us get into key industry trade publications and did a fantastic job writing the story of an unconventional project we performed. His experience and understanding of the construction industry is inherent. We continue to work with Brian, whose knowledge and hard work has raised our online presence!
Kay MiluskiPresidentCompaction Grouting Services
We found Brian and his team easy to work with and they did an outstanding job on our website. Brian offered editorial work when needed and his team put together a great layout and format for our site. Once we decided to get serious with the content, our site came together quickly and now we have a more professional representation of Earth Engineering on the Internet. I highly recommend Fraley Construction Marketing for anyone involved in the engineering or construction industry who wants someone…
Ward McMasters, P.E.PresidentEarth Engineering Inc.
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Eric RansomeOwnerRansome Attachments
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.
Ben DuttonPresidentEquipment Corporation of America
Brian Fraley is an asset to any business that desires a stronger emphasis on construction marketing. In the past year, Brian crafted two job stories, opening doors to more than 10 publications, including PileDriver, Piling Canada, Deep Foundations, Foundation Drilling and Pile Buck to name a few. His in-depth knowledge of the construction industry, writing and photography skills, and relationship with trade magazine editors makes collaborating on stories a pleasure and helps ECA promote the cap…
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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.
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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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