MARKETING FOCUS
MARKETING SHOULDN’T BE THE FIRST CASUALTY
With the industry facing economic pressure, marketing budgets are often first on the chopping block. Yet there are very good reasons why businesses should continue to invest in brand visibility.
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here’s usually a patten when business climates turn challenging. Firms start looking for ways that they can make quick savings through cost control, and marketing is often the first to get hit. However, that can have serious long-term consequences, because the minute a business goes quiet, their competitors get louder. That’s according to Claire Briars founder of Out-Do Marketing, who has worked with leading names across several construction sectors, manufacturing, fabricator, merchanting, distribution, and home improvement spaces.
“In the last 12 months alone, we’ve helped several clients increase market share, double enquiry rates, and in some cases, scale revenue and profit positioning themselves for acquisition. Investing in the right kind of marketing - not necessarily more marketing, at the right time is a strategic choice and one that can prove very lucrative for the businesses involved,” she says.
Marketing: cost or catalyst? There are no doubts that trading conditions have become tougher. Installers are feeling the squeeze, and merchants are competing harder for attention. But as Briars points out, that makes marketing more critical than ever, not less. “Buyers are still out there, but they’re more selective,” she explains. “They’re looking for reassurance - who can they trust, who’s still innovating, who’s visible and active? If your brand disappears during tough times, people assume the worst. Staying front-of- mind gives you an ongoing competitive edge.”
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No two business are the same or have the same objectives, so it’s important to understand the buying cycles, the language, and the platforms that matter. This might include:
• Strategic Planning & Consultancy - helping businesses clarify their goals and audience, and map out marketing that aligns with commercial targets. • Brand Development & Design - from full rebrands to sales collateral, all tailored to specific business objectives. • Digital Marketing - SEO, social, PPC, email campaigns and website design that convert interest into leads. • Content Creation - compelling advertisements, editorials, case studies, and customer testimonials to tell your story with authenticity. • Events & Exhibitions - planning and delivering impactful presence at national shows like FITShow, InstallerShow, regional expos and corporate events, taking care of everything from planning and event logistics, to maximising attendance and press coverage. • PR & Industry Media - placing impactful articles in the right publications, award wins, and building reputations across trade and B2B audiences.
Briars says: “It’s incredibly rewarding to help businesses not just defend what they have, but to thrive. When we align marketing with business growth goals, the results can be transformational. Simply put, we want will
make marketing work for whoever we are working with, focusing on delivering the right messages to a target audience in line with business objectives”
What can businesses do right now?
Budgets may be tight, but there are things that businesses can, and should, still do, when visibility still matters.
1. Audit your current marketing - “Look at what’s really working for you. Don’t just cut across the board - be very strategic.” 2. Focus on consistency - “Even if you can’t post every week, regularity builds trust.” 3. Nurture existing customers - “They’re your warmest leads. Upselling and referrals are huge, missed opportunities.” 4. Plan ahead for events - “The best visibility doesn’t happen by accident. Get a 6–12 month calendar and a firm plan in place.” 5. Tell your story - People buy from people. Testimonials, behind-the-scenes content, case studies, these all humanise your brand. BMJ
“Marketing isn’t just about logos or LinkedIn,” Briars adds. “It’s about reputation, positioning, and growth. At a time when many are scaling back, those who stay visible will be the ones who come out stronger and will continue to lead their market.”
www.out-do.co.uk
www.buildersmerchantsjournal.net July 2025
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