We all know the saying: Proper Preparation Prevents Poor Performance. And yet—every year—countless construction businesses charge into a new financial year with no real strategic marketing plan in place.

We all know the saying: Proper Preparation Prevents Poor Performance. And yet—every year—countless construction businesses charge into a new financial year with no real strategic marketing plan in place.

No priorities. No direction. No idea how marketing is actually going to help hit those commercial and financial targets.

Sound familiar?

Well, you’re not alone. A recent survey revealed most SMEs don’t even have a marketing plan. Which begs the question: if you’re not planning for success, what exactly are you planning for?

In a market this loud, you need a plan that cuts through

Because it’s tough and noisy out there. Let’s be real: the construction space is more competitive than ever. Companies are ramping up their marketing like never before. Without a strategy behind your marketing, you’re gambling with your budget - and hoping for the best isn’t a business plan. You need a marketing roadmap that’s distinctive, results-driven, and aligned with the bigger picture.

An agile plan, not War and Peace

Strategic planning doesn’t have to be complicated. In fact, it shouldn’t be. The strategic marketing plans we develop for clients are just one page long - a single sheet that simplifies the complex, and distils strategy into a handful of clear threads, each aligned with commercial objectives and the realities of cash flow and budget.

These plans are agile and actionable. They evolve as your business does, making them the perfect tool for regular review and course-correction. And getting one in place doesn’t drain your time—we sort the heavy lifting with a focused marketing workshop and the right stakeholders in the room. Planning this way enables us to be ‘strategic doers’, with an activity timeline that breaks the strategy down into achievable tactics – measurably.

You walk away with a strategy you can actually use - and a tactical delivery timeline that gets it moving.

Research – the power behind your plan

A strategy is only as strong as the insight it’s built on. That’s why our planning process starts with rigorous research—market dynamics, competitor positioning, customer behaviour, perception gaps, and more.

This is another piece that is often simply too involved, specialist, and time-consuming for busy construction industry marketing teams and directors to deliver. So, what are the options?
Bringing external expertise in to develop and deliver the research, whilst you concentrate on your core business, is a must. It will reveal opportunities your marketing can capitalise on and pitfalls to avoid. 

Strategic planning: simplified

Strategic planning is imperative, and here’s what we recommend:

1. Create some headspace – leave the heavy lifting of research and strategy to a trusted third-party construction marketing specialist, giving the benefit of an “outsider’s perspective”
2. Set objectives before building your narrative – Be strategy-led; then use creativity to bring your brand to life
3. Focus on outcomes, not efforts – The plan’s not about how much marketing you do, it’s about how productive and measurable that marketing is, and about delivering strategic objectives manageably and affordably

Brand + Demand – You need both. One builds trust. The other drives revenue. We bring them together.

We can take care of your strategic planning

As winner of the Construction Marketing Awards for Strategic Planning and Management 2024, BCM Agency is a safe pair of hands for all your strategic planning and marketing needs.

At BCM, we work to an informed, tried and tested process based on research-driven knowledge, experience, and understanding of brand-to-demand dynamics. This drives winning strategic plans and campaigns that elevate our construction sector clients’ business performance. 

Get in touch to see how we can help.