What a night!
It’s not often that anyone wins seven categories in their industry awards, so we can be forgiven for taking a couple of days just to savour the moment.
Nice.
So now we’ve done that, we’re on to a bit more reflection. What were the common themes that impressed the range of judges across multiple categories? (you can see the full list of wins on the Construction Marketing Awards website).
1. Our focus on storytelling. We know how to tell stories but long form copy is no longer enough and we’ve been experimenting. Animations, graphics, video shorts, influencers – we’ll use any and every format, turning measured copy into attention-grabbing visual assets to use across multiple channels. Who knew that TikTok would be the perfect place to meet electricians?
2. Testing: a less benign economic environment has sharpened our skills. Clients want measurable results and the rigorous “publish, test, measure, refine” process we’ve put in place is designed to deliver just that. Content plans evolve, driven by the reactions we provoke from our audiences.
3. Nailing the audiences: Our campaigns get more effective over time. We get better and better at targeting the specific (often very niche) audiences for our clients. The result is a gradual decrease in the cost per click or cost per conversion.
4. Getting the technical stuff right: Our GA4 experts can track and analyse user behaviour across websites with uncanny insight. We’re taking our marketing support further and further down the sales funnel, figuring out which channels and which messages deliver actual conversions as well as web traffic.
5. We’re having fun – and it shows. We’ve had enough of bland and we’ve re-set to bold. You don’t want your agency to deliver just what you expect, do you?
Like anyone, we were very selective about which campaigns we recommended for entry into the Construction Marketing Awards. Not every campaign is structured to be the big shiny thing that clinches a trophy. Behind the scenes there are a lot more programmes that deliver great results day after day, year after year – just as valuable, but maybe a bit less obvious.
Shiny things are great, of course, and we’ll be entering again next year, very conscious of the fact that there is very stiff competition out there. We’re confident that our general “let’s give it a go” attitude, combined with a lot of industry experience will shake things up again next year.
Keep an eye on our website. We’re evolving all the time and we’re definitely not done with the surprises.
