The GTA Construction Report – September 2009 – PAGE A9
GTA
PERMITS &
Construction Marketing Ideas:
The RIMC solution
GTA CONSTRUCTION REPORT
APPLICATIONS
MARK BUCKSHON
without much energy applied to any ele-
– Special to The GTA Construction Publisher ment, just whispers in the wind, you won’t
We report on projects with permit values greater than $100,000. Residential projects in the same
leave much of an impact, and you won’t
street or development are sometimes grouped into one report.
ometimes inspiration occurs in unex-
achieve much in terms of marketing results.
pected places. As I observed the OCA BBQ
But if you have plenty of relationships,
Folder Number Sub Type Work Proposed Construction Value on August 12, I thought how ideas are often
money and consistency, you’’ll probably still
EAST
communicated with four -letter acronyms.
succeed, simply because the cash will ‘buy’
09.143664.BLD.00.NH SFD - Detached New Building $195,000.00
Could I boil the essense of effective con-
you some intensity and if people like you,
struction industry marketing to that type of
NOR
they will do business with you.
TH
forumula, I wondered.
09.152320.BLD.00.BA Industrial Manufacturing Plant Interior Alterations $1,000,000.00
09.147916.BLD.00.NH SFD - Detached New Building $800,000.00
The result: The RIMC concept, which M - Money
09.133200.FSU.00.FS Office Fire Alarm $550,000.00
originally appeared as an entry in my Con-
Of course, money can “buy” the other
09.107585.STS.00.DR Gas Station/Car Wash/Repair Garage Inside and Outside Drains $500,000.00
struction Marketing Ideas blog (see
categories, or help you work around them.
08.178787.BLD.00.NH SFD - Detached New Building $442,409.00
http://www.constructionmarketingideas.blo
No relationships, intensity, or consistency:
08.198405.BLD.00.NH SFD - Detached New Building $347,000.00
gspot.com).
You can bribe someone, or spend a fortune
08.196683.BLD.00.SR SFD - Detached Addition(s) $200,000.00 on advertising, or hire someone for great pay
09.151087.BLD.00.BA Retail Store Interior Alterations $150,000.00 If you can imagine a table or structure
who is good at relationship-building. You
09.149306.BLD.00.SR SFD - Detached Addition(s) $120,000.00
which needs foundation “legs”, you will ap-
can overcome deficiencies with lots of
09.151607.BLD.00.BA Office Other(BA) $100,000.00
preciate how to apply these four supporting
money (or waste it!).
construction marketing concepts.
SOUTH
Properly measured and in alignment, all
09.150157.BLD.00.BA Office Interior Alterations $3,500,000.00
C - Consistency
09.150906.BLD.00.BA Apartment Building Balcony/Guard Repairs $1,390,000.00
four will ensure your success, but you can
Your clients need to see you for who you
09.151448.BLD.00.BA Apartment Building Balcony/Guard Repairs $1,000,000.00
get away with three (and in fact, your struc-
are; you need to convey some consistency,
09.135673.BLD.00.NH SFD - Detached New Building $1,000,000.00
ture will be quite stable). Less than three,
even if that consistency is unpredictability.
09.144978.BLD.00.BA Office Interior Alterations $900,000.00
though, and you won’t stay above ground
In other words, if your image one day is of
09.134734.BLD.00.BA Apartment Building Balcony/Guard Repairs $876,500.00
very long.
a staid and secure organization appealing to
09.142718.BLD.00.BA Apartment Building Balcony/Guard Repairs $750,000.00 I tried to develop these concepts into an quiet, mature people, you will not have
09.137282.BLD.00.BA Apartment Building Balcony/Guard Repairs $700,000.00 acronym, but the closest I could come up
much success if you jar them suddenly with
09.149678.BLD.00.BA Office Interior Alterations $675,000.00
with is RIMC. Think of “hockey rink” but
an appeal to youthful exuberance. But you
09.141782.BLD.00.BA Apartment Building Interior Alterations $620,000.00
turn the N into an M for “Money” and you’ll
can overcome inconsistency with cash, rela-
08.162152.FSU.00.FS Apartment Building Building Permit Related(FS) $500,000.00
have it.
09.140880.BLD.00.NH SFD - Detached New Building $450,000.00
tionships and intensity. (Think “rebranding”
It doesn’t matter which order these ele-
09.148176.BLD.00.BA Office Interior Alterations $410,610.00
initiatives.)
09.151300.BLD.00.SR SFD - Detached Multiple Projects $400,000.00
ments are available, but you need at least
What is the best way to achieve con-
09.147777.BLD.00.BA Hospital Interior Alterations $400,000.00
three to succeed.
struction marketing success? Without spend-
09.151182.BLD.00.BA Multiple Use/Non Residential Interior Alterations $350,000.00
ing much (if any money) build your
09.148242.BLD.00.NH SFD - Detached New Building $350,000.00
R — Relationships
relationships, intensity and consistency.
09.150310.BLD.00.BA University Interior Alterations $300,000.00
Your ability to develop and maintain re-
Then, when you have the money, add it to
09.140787.BLD.00.BA Office Interior Alterations $300,000.00 lationships with employees, clients, and in- the pot. You’ll dominate your market.
09.144735.PSA.00.PS Office Other(PS) $300,000.00 fluencers is certainly a cornerstone of
09.151130.MSA.00.MS Converted House HVAC: Other Group C Buildings $300,000.00
effective marketing. If you don’t have much
Mark Buckshon is president of the Con-
09.147280.BLD.00.BA Office Interior Alterations $250,000.00
relationship-creating power, you can blast
struction News and Report Group of Com-
09.141386.BLD.00.BA Office Interior Alterations $250,000.00
your way with lots of Intensity, Money and
09.150461.BLD.00.BA Of
panies, which publishes Ottawa
fice Interior Alterations $250,000.00
Consistency (but you had better be sure to
09.147062.BLD.00.BA Multiple Unit Building Interior Alterations $250,000.00
Construction News, along with other re-
09.149324.BLD.00.BA Office Interior Alterations $230,000.00
have lots of money!)
gional construction publications, along with
09.141749.BLD.00.BA Multiple Unit Building Interior Alterations $200,000.00
the Design and Construction Report
09.150089.BLD.00.BA Restaurant 30 Seats or Less Interior Alterations $200,000.00
I — Intensity (or Focus)
(http://www.dcnreport.com). He can be
09.150495.BLD.00.BA Office Interior Alterations $150,000.00
If your relationships (and business) are
reached by phone at 613-224-3460 ext 224
09.148649.BLD.00.BA Office Interior Alterations $150,000.00
all over the place, scattered here and there,
or by email at
buckshon@cnrgp.com.
09.146497.BLD.00.SR SFD - Detached Multiple Projects $150,000.00
09.147248.BLD.00.BA Office Interior Alterations $150,000.00
09.146137.BLD.00.BA Elementary School Interior Alterations $150,000.00
09.142782.BLD.00.BA Apartment Building Other(BA) $150,000.00
09.151821.BLD.00.SR SFD - Detached Multiple Projects $140,000.00
09.149661.FSU.00.FS Office Sprinklers $140,000.00
09.142146.BLD.00.BA Multiple Use/Non Residential Interior Alterations $125,000.00
08.230082.BLD.00.SR SFD - Detached Multiple Projects $120,000.00
09.101342.BLD.00.NH SFD - Detached New Building $120,000.00
09.152304.BLD.00.BA Hospital Other(BA) $110,000.00
09.150342.BLD.00.BA Restaurant Greater Than 30 Seats Interior Alterations $100,000.00
09.141036.FSU.00.FS Apartment Building Fire Alarm $100,000.00
09.149038.BLD.00.BA Multiple Use/Non Residential Interior Alterations $100,000.00
09.144577.BLD.00.BA Office Interior Alterations $100,000.00
09.152307.BLD.00.BA Jails/Detention Facility Addition(s) $100,000.00
WEST
08.219532.BLD.00.NH SFD - Detached New Building $500,000.00
09.129183.BLD.00.SR SFD - Detached Multiple Projects $400,000.00
09.134154.BLD.00.SR SFD - Detached Multiple Projects $350,000.00
08.220505.BLD.00.BA Apartment Building Addition(s) $100,000.00
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