The benefits of BIM in Communications

and Business Development Strategies

Marie Grieve

Director

Costello Palmer Communications

Understanding BIM…

“At its simplest level, BIM provides a common environment for all information defining a building, facility or asset together with its common parts and activities. This includes building shape, design and construction time, costs, physical performance, logistics and more.”

RICS: Royal Institute of Charter Surveyors

From a communications perspective…

“My business is BIM-ready,

let me tell you how.”

How to maximise your BIM credentials…

Using BIM means being digital, you’re already doing it!

So now is the time to integrate your BIM digital delivery into your communications.

Digital Fusion

A digital fusion, of BIM and promotional content expressed through online

communications channels.

Enabling organisations and individuals to succeed through the power of online messaging.

Digital doesn’t stand still, nor should you.

Express yourself

Utilise the technical capabilities of online communications channels.

Carefully plan what you want to say, because at this stage…

I have the power…

Is this true?

“You can express the intention of a message but you can’t

control the interpretation.”

Matthew Sykes, Global Content Manager, Microsoft

#MakeItRight aims to communicate Three’s promise to tackle industry-wide problems:

"…perfectly tells the story of how Three is taking a stand by making it right for customers by tackling roaming fees and offering 4G at no extra cost for example.“

Tom Malleschitz, Chief Marketing Officer, Three

"Our new campaign will inspire consumers to find their flow to achieve what they want in their daily lives, whilst enjoying a bottle of Lucozade Energy along the way."

Lesley Stonier, Marketing Manager, Lucozade Energy

When you start leaving digital footprints this will be how you are remember and recognised.

YOU HAVEONE CHANCETO GET ITRIGHT

A clichéd

term,

but one which

works.

What do your customers want to know…

Why would you give them anything else?

Maybe they don’t always know what else is available to them!

Make the shift from selling to educating.

The value of information sharing through digital platforms…

Be a story-teller.

Be engaging.

Pinpoint what the right message is for your customers.

Select your channels of communications carefully.

Customers expect a cross-channel journey.

Offer information in instalments so they come back for the

next chapter!

Digital communications techniques

to attract new customers…

Social Media gives you a voice but be smart,

make it relevant.

I’ve said it before, BUT find out what your

customers want to hear.

What do you know about BIM?

How have you implemented BIM into your day-to-day business operations?

How will this benefit your customers?

What does this mean for the future of your business?

How does your BIM expertise integrate with the wider construction industry.

AND give examples, demonstrations, evidence, invite people to listen…

When you eat fruit, think of the person who planted the tree.

Ancient Vietnamese proverb

Pull up a…

What are the three key things you would want to tell a prospective customer about your businesses BIM capabilities?

Are these three things currently communicated in your marketing activities?

How to develop a winning BIM content strategy…

Be social with your BIM expertise.

Providing content that is useful to customers and advances your business objectives.

Create high engagement by building and maintaining a community around your BIM content.

Customers know how to cut through the clutter, they have control over their viewing and can be ruthless.

Establishing loyalty is essential.

Be meaningful to your customers and start generating earned media.

The rewards…

Shared and useful content:

Kick starts any natural search

Drives engagement

Creates brand ambassadors

And ultimately, drives sales

92% of global consumers trust

seemingly unstructured content

(earned media) above all other forms

of advertising.

Accenture Technology Vision 2013

Brand engagement behaviour…

Make the most of your user generated content (earned media).

Customers value other customers’ views and trust this far more than what is provided by your business.

Don’t be shy in asking your customers to give comment and share their experiences.

What do customers think of your BIM expertise (capture this and share).

The importance of rationalisation…

Always give your customers a reason to use your products/services, this gives validation and assurances that they made the right choice in selecting you.

And more importantly, will make then come back again.

Your objective

is to create

‘sticky customer’!

And back to BIM…

Technical knowledge and expertise instils confidence in your products/services.

You’re a leader in your field, ahead of the competition.

BIM offers efficiency savings in time, cost and resources…

…you can pass these savings on to your customers, so now you must tell them how.