Construction Marketing Awards winners 2011

Fifteen categories of marketing excellence were recognised last night at the annual CMA ceremony, where Anil Govind of Groundforce was crowned the title Marketer of the Year.

Run by the Chartered Institute of Marketing Construction Industry Group, the awards recognise and celebrate the best and most innovative marketing campaigns in the construction industry year.

In 2011 there was a marked rise in the number of entries for the digital and on-line categories, with new technology well represented: Optima’s ipad application particularly impressed the judges in the Best Use of Technology category.

However, if there was one characteristic common to many of the entries, it was that of really effective targeting. 

The Build Centre (and its agency Tangent Snowball) won in two categories for its thorough and well-planned campaign targeting existing customers with personalised promotional material, while NICEIC won the Best Use of Exhibitions category for its own live event whose success was down to careful analysis of the target audience to deliver an attractive programme.

The event coincided with the 40^th anniversary of the founding of CIMCIG and the awards evening was enriched by the presence of a number of past members of the group. 

At the CMA ceremony, renowned British architect, ex-RIBA President and CIMCIG founder member Owen Luder gave a welcome address in which he reflected on the importance of the marketing discipline.

“Marketing is not just about being known – it is recognising that you have a skill or a product that someone wants to buy and then knowing how to sell it to them.  You must know your market,” he said.

“The great thing about awards is that they raise standards.  Even if you don’t win, just by entering you focus on raising your standards.  I am all in favour of awards.”

CIMCIG Chairman Ian Exall summed up his reaction to this year’s entries: “The level of professionalism and articulate problem solving is definitely more advanced than we have seen in previous years. More and more of the entries demonstrate that marketing isn’t just about a nice brochure or golf day but good strategic analysis and implementation.

“These are certainly tough times for the industry. However, the winners in the awards give me huge confidence that we have the skills to take advantage of the opportunities that are out there.”

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