Latest work
Built
Could your construction marketing be working harder?
Creativity in trade marketing matters more than ever. So why is most of today’s content failing to provoke meaningful action?
Tradespeople are consuming content in the same spaces, and with the same expectations, as every other audience online. The challenge for brands is no longer to just be visible, it’s creating work that earns attention, builds trust and influences behaviour.
That’s why we commissioned new research exploring how tradespeople engage with brand content and what influences what they buy, try and recommend.
The findings reveal a major opportunity for the sector:
86% of tradespeople say brand comms can influence purchasing decisions and loyalty, yet only half believe brands are currently getting it right.
This gap between potential and performance is significant and it’s growing.
Built for the Trade: The Role of Creativity in Driving Action in Construction Marketing explores what’s driving that disconnect, from changing content habits and shifting expectations through to the growing importance of authenticity, practical value and trust.
The report looks at what genuinely changes behaviour and what construction marketers need to consider if they want their content to cut through.
