Innovative Marketing Built on the Principles of Structural Investigation

Just as Non-Destructive Testing (NDT) in the Structural Investigation industry assesses the integrity of an asset without causing harm and providing critical insights to affect strategic decisions moving forward, Civil Engineering Marketing (CEM) applies the same principle to your marketing; we call it Non Destructive marketing Technology™.

Marketing firms who don’t or simply cannot understand your industry will waste time trying to decode your skills and services, this can be time consuming, expensive and they they need to focus or they will may reduce your complex services to vague generalisations which strip away your credibility.

We understand the nuances of structural testing techniques, from:

• • PTSI and the benefits of Cable Stay Robotics
  • The damage limitations & the data limitations of NDT
  • The importance of the Rate of Corrosion over Corrosion
  • The necessity of Strategic Breakouts for confirmation
  • to name a few.

We know how these services fit into larger infrastructure challenges and client priorities. We also know how to communicate their importance without overwhelming or alienating your audience.

That’s the edge we offer: the ability to bridge the gap between engineering insight and market impact.

…because, most marketing does not have a function problem, it has a communication problem.
Websites, Socials, group and individual interaction platforms, by default, offer the same function for everyone, the difference in success, is content that connects and content that does not.

So the question must be “How can I improve my connection?” not “how can I improve my platform?”

Prospects want to feel significant
Not only in the eyes of their peer group, but also in the eyes of those who are offering them services; nobody wants to feel railroaded by a supplier, mentor or collaborator and they will back off if they believe that could potentially happen.

Keep in mind, your audience are not merely ‘people in business’ they are human beings juggling jobs, families, hopes, and headaches. Your customers aren’t walking pound signs and if they sense your relationship is just a one-way cash grab, they’ll walk and often silently with you having no idea as to the real reason why. Nobody appreciates being a statistic.

People crave Authenticity
Approximately 90% of people trust a recommendation, because they trust the introducer. Unfortunately outside of this, across your target audience there is a spectrum of marketing resistance and authenticity is the antidote’. see ‘authenticity in marketing’ [researchgate.net]

Effective marketing increasingly relies on providing genuine value, non-intrusive personalisation, building trust and alignment with consumer values.

Too many “marketing experts” encourage peacocking for persuasion. Slick promotions and overt attempts to ‘rule the room’ don’t cut it anymore. People want authenticity, not a performance.

Competency should be implicit 
There is rarely a need to directly talk about your competency, your prospects should infer that from discussions about their needs and aims. Stating competency is like stating that you are clever, it is not for you to say so, it is for others to believe so.