PAGE A4 – November 2009 – The GTA Construction Report
Editor’s
Publisher’s
column
viewpoint
By Chase
Mark Buckshon
President, Construction News and Report Group of Companies
Membership has it privileges, at least accord- • How large are their networking events? 200
ing to the many different reward programs I am contacts vs. 3000
a member of. Membership allows for exclusives • Do I or can I offer value to the association?
In a few weeks, we’ll be packing up a few thousand newspapers,
(and with the co-operation of advertiser
deals, savings and the opportunity to gain access • How involved can I get with the different
Workplace and Safety
to things the normal public would not be able to committees and events?
Health Training), several hundred Women in Construction Calen-
get. Membership in Construction Associations
dars, before heading to Toronto for Construct Canada Dec. 2 to 4.
should also provide this as well, right? I think a good association will do business
We’ve been exhibiting at the show for several years, though ini-
As we begin to wind down the 2009 year in- with it’s members first or at the very least allows
tially I was a reluctant convert. “What good is there to our business
voices for renewal are starting to come in from all members affiliated with a business opportu-
to be one of many exhibitors in a giant hall,” I thought – considering
the different associations that I am a member of nity the chance to bid. The worst thing an asso-
that other publishers had spent much more money and time drawing
and instead of blindly renewing like in years in ciation can do is go outside of the membership
attention to their presence at the show.
the past I have set down to review the cost and and give business to a non-member. A good as-
Things grew interesting when I received a call from show or-
ganizers seeking publicity at the request of a major association.
return for each. Two reasons for this is to be fi- sociation will engage its members with regular
nancially responsible as we come out of the eco- surveys, questionnaires or actually call them to
Without presence at the show (and the open support and sponsorship
of competitors), I could have taken the attitude:
nomic slow down (I still hate to say recession) get their feedback. These are some of the other
Why bother – but
and also to gage if membership really has it priv- traits I will be weighing as I submit the invoices
we went ahead and produced the positive article.
ileges. for payment.
Then I – and the show – discovered they had a real problem. It
Some associations I am a member of are too What do you think are the qualities of a good
turns out one of our competitors had signed an exclusivity contract
big. The initial idea or concepts behind them was association?
intended to keep us out of the show. The show organizers, not
to allow for networking opportunities and ability
knowing about us at the time they signed the contract, thought the
to connect with potential customers and clients. Chase is the Director of Marketing and
exclusivity would restrict another small publisher who had abused
Problem is with upwards of almost 3000 people Client Relations for the Construction News and
show rules in the past.
in a room for some of the networking events you Report Group as well as the Associate Pub-
We worked out a creative compromise that respected good faith
might as well be walking through Air Canada lisher for the GTA Construction Report and On-
all around, and found our way into the show the next year.
handing out your business card in an effort to tario Construction Report. Chase also serves
Our former competitor has now left the scene, and we are still
find a new business partner. Quantity vs. Quality on the Board of Directors for the Barrie Con-
around.
has to be measured. struction Association and on several commit-
But does the show really pay off for exhibitors? Last year, I
Being in the world of publishing I am finding tees for the Niagara Home Builders and
asked our sales representatives to retain all their leads, and report
the big associations may not be the right market Construction Associations. If you have any rec-
monthly on progress on converting the leads to sales. From the start,
for me to be a member of. The formula and num- ommendations or suggestions on changes you
we could see which sales reps were succeeding and which were fail-
ing by the number of leads they gathered. (T
bers I will be testing for 2010 is as follows: would like to make for the papers please con-
wo of the three repre-
• How easily can I connect with the Board of tact him toll free at 1-888-432-3555 ext 211 or
sentatives who failed to gather many leads are no longer with the
company). Chase, meanwhile, reported on his progress month by
Directors to offer coverage of the associa- email him chase@cnrgp.com or visit us online
tion and events? at www.cnrgp.com
month. His numbers indicated it makes sense to be at the show, but
(in part because of the poorer performance of the other two repre-
sentatives), the overall cost-per-lead needed some attention.
(This research in part relates to my ongoing research about Mar-
keting Metrics for the Society for Marketing Professional Services
– SMPS – you can review the results at my blog, http://www.con-
structionmarketingideas.com.)
Of course, there are other benefits in attending. At the show
three years ago, I had an important but brief conversation with a
senior construction association leader, which led to an ongoing re- The GTA Construction Report is published monthly by Mekomedia Enterprises Inc., Suite 202,
lationship of significant value to both our business and the associ- 1 Cleopatra Drive, Ottawa, Ontario K2G 3M9. You can subscribe to GTA Construction Report for
ation. We gather loads of useful insights, competitive intelligence, $37.50 per year plus GST. To change your address or cancel a subscription, please email sub-
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We are at booth 3207. At the show site, please feel free to phone We welcome your news about upcoming projects, company anniversaries and special events.
613-292-3973 or email buckshon@cnrgp.com (I will have my Fax your news releases to 613-224-1076. Daily update data on upcoming projects, including
Blackberry) if you would like to meet in person and I am away from contact names and phone numbers, is available from F.W. Dodge. For more information, phone
the booth. 613-727-4900 ext 4902 or 493.
President: Mark Buckshon
Publisher: Chase
Interim Editor: Mark Buckshon
Director of Sales and Advertising, GTA:
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GTA Construction Report
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