BIM (Building Information Modelling) is now competing with Sustainability as the ‘hot topic’ for the construction industry since the government announcement that it will be required on all public sector projects over £5 million from 2016 onwards. This programme of implementation is already underway with the Ministry of Justice and NHS now requiring it on projects going out to tender. The government is keen to see BIM adopted as it has the potential to improve integration of the different elements of the project team (Architect, Engineer, Main Contractor, Specialist Contractor) leading to reduced construction costs. But, more important, the potential cost savings during the life of the building have the potential to be much greater. This will be achieved through reduced maintenance and operating costs. Other client organisations can soon be expected to follow the government’s lead and require BIM, we are already hearing about client user groups for Retail and Rail. Contractors are already enjoying the benefits of BIM as costly on-site changes are avoided. So, although initially adopting BIM in response to client demand, they can also be expected to pressure the other members of the construction team to use BIM as standard. For a manufacturer the need … Continue reading
Don’t Ignore BIM
Communicating with Specialist Contractors – an Interview with Stefan Hay
When specification selling there is the tendency to focus on just the Architect or Engineer forgetting about the Contractor. The Contractor or Specialist Contractor are often overlooked and can present a missed opportunity in influencing the specification of your product. When specification selling on a D&B or PFI project don’t just focus on the Architect, find out who the Contractor’s Design Manager is. The Design Manager will be seeking the most effective solution for the project, which means satisfying the client while minimising the cost. It is a common misconception that the Contractor is looking for the cheapest product, but often a more holistic approach is applied when looking for best value. To get your product specified you need to find a way of getting the Contractor’s attention and then demonstrating that your product ticks all of the right boxes. Online methods are increasingly accepted, but companies need to ensure they present the appropriate information in an easy to access format and keep in touch with new developments. At the same time do not neglect the traditional media such as magazines and literature, they still have an important role to play. Our recent research, Construction Media Index, identifies key hardcopy … Continue reading
April Construction Market Overview
Since my last report the main event has been the budget, plenty has been said elsewhere so I will settle for a brief summary: Most was leaked ahead of the main announcement, so no surprises and it looks like we will avoid double dip recession – although the Chancellors expectations are optimistic compared with other forecasters. The larger housebuilders reacted positively, in addition to the well publicised infrastructure investment, £50 million is to be spent introducing high speed broadband into 2 cities but we are seeing a slow start to introducing new forms of investment. It was disappointing that there was no announcement on a new model for PFI and that more was not done to increase employment through construction investment. Latest Office for National Statistics figures for February orders, when compared with January, show a 2% increase for new work and a 13% increase for Repair and Maintenance, making a total increase in output of 6%. Although good spin, it is still one of the worst performing months since January 2010. Forecasters have taken a negative view on social housing starts for 2011 onwards, so it is encouraging to see in the Homes & Communities Agency report that they … Continue reading
Making sense of the construction industry – a marketer’s guide
If you are a Marketer new to construction then you may be feeling overwhelmed by the complexity of this challenging market place. The construction industry is made up of a series of relationships; with architects, designers, engineers, contractors, sub-contractors all working together to meet the needs of the client. There are also a number of drivers influencing product selection, not just performance and appearance but external drivers, some of the more obvious are Planning, Building Regulations and Sustainability. So how can you make sense of this complex marketplace, select the right marketing messages and importantly get these messages heard? To be able to influence the specification of a product, it is first necessary to understand what a specification is and how it is created. Then understand how to relate to specifiers and build relationships with those in the ‘decision making unit’. This blog aims to give you some pointers towards making sense of what is a unique marketplace, so helping you communicate effectively with your target audience. What is a specification and how is it created? A specification is used to give a clear written indication to the contractor of which items are required and how they are installed. “A … Continue reading
The Marketing Mix and the Challenge of Combining Offline with Online
Last week I was presenting at Mobile Apps in the Built Environment and I began to jot some thoughts down. As the event title suggests the subject was Apps. I presented our latest research: Construction Media Index, giving an insight into channels of communication used by the construction sector; covering traditional forms such as print and email, as well as modern forms of communication such as Twitter, LinkedIn, podcasts and of course Apps. Travelling home on the train I considered the marketing mix and the challenge of combining offline with online, here are my thoughts: So what is the advantage of an App over other forms of communication? My own feeling is that although used for work by a relatively small percentage of the construction industry at present, this is set to grow in the same way that Twitter has, with architects leading the way. In many ways it is an evolution of the website, providing users with an easy way to access the information they want on a handheld device. I’m sure we will see many techniques transfer back to website design in the future. The speed of take-up is likely to be driven by the rate at which architects … Continue reading
