Building material manufacturers frequently ask me to recommend advertising agencies with building material experience. I have compiled a list of agencies that I share with them. I thought it might be helpful to publish my list.
I have also published a guide to selecting a building materials ad that you can download.
The criteria for my list is very simple,
I only include agencies who have a focus on building materials.
My list is in no ways a complete list of all the agencies with building materials experience. These are just the agencies I know of and I welcome any suggested additions.
While there are many agencies who will wow you with their creativity, I recommend that a manufacturer look for an agency with building material experience.
Unless you are a major brand who’s focus is the consumer and has a budget that looks too large for these agencies, an agency who understands the business will do a much better job.
I find that larger agencies have to be educated about building materials. Every time a member of your account or creative team leaves, you have to start all over again and educate them. A firm focused on building materials has a depth of knowledge, so there is no need to retrain new people.
At a larger agency, you will almost never get their A team.
Building material clients are not the type of client large agency employees aspire to work on.
If you feel you need a large consumer agency, I recommend you also consider a second agency who really understands the channel.
A building material ad agency knows how a house or building is built, so you won’t have to rewrite their copy. With an agency who understands how contractors, builders, architects, and dealers operate you won’t shake your head at their ideas.
With the ease of communication today, it’s also not important that the agency be local.
If you’d like some help to narrow down the list, please contact me. I am not compensated or paid a referral fee by any of these agencies so I can give you my unbiased opinion.
Building Material Ad Agency Directory
Cooper Smith – Public Relations
Lead Generation Experts – Content Marketing and SEO
Orange Inbound – Digital Marketing
Venveo – Digital Marketing
One way to evaluate an agency without alerting them to your interest and start being barraged by phone calls and emails, is to evaluate their website. I came across an article by an agency consultant, Mike Palma, on how to tell if an agency is behind the times or not.
Here’s his list that I found very insightful:
Old style Agency Site:
- Themeless — No connection of their positioning to any mission, purpose or specialty
- Words — “About us”…riddled with clichés and pompous agency-speak
- Pictures — Ads, head shots, office space, ping-pong tables, posers posing for “candid” photos
- Case studies — “When Acme Corporation came to us, boy were they up shit’s creek. We saved the day with our trademarked processes, brilliant insights and (mediocre) creative, and here’s how…”
- Bios — “Joe has won every imaginable award on the planet. He loves dogs and look how handsome he is.”
- TV spots — usually the only moving thing on the site besides that unsettling download onto the landing page
- CTA — “What are you waiting for? Fill out this generic form below”
New Style Agency Site:
- Theme — The site makes an immediate statement and emotional connection to what the agency brand stands for
- Video — The connection is made through a short agency video that connects the agency’s positioning with the core values of your targets. This is the first thing that comes up front & center on your landing page.
- Infographics — The most effective way to explain who, you are, what you do and why you do it. “The agency in 60 seconds” is a better link to these than “About us”
- Creative showcase — don’t “let the work speak for itself”
- Case studies — 1 minute videos or infographic, beautifully designed
- Bios — 30-second videos. A great creative opportunity
- CTA — Again, a video. Close me; in a brilliantly unique & entertaining way.
What this signals to me is if they have an Old Style sight, they will probably bring that same type of thinking to how they communicate your messages. It will probably be more about you and less about the customer and their needs.
You may not need a new agency, you may just have a problem and would like a solution. That’s when to call me.
Resources for Building Materials Manufacturers
Here is a list of additional sales and marketing resources for building materials manufacturers.
Market Research Firms
Copywriting and Content Marketing
Cutaway Illustrations and Animations
Sales Consulting and Training
I am always looking for additional resources to share, if you know of any other resources for building materials manufacturers, please pass them along.
Thanks for the following comments.
“Your agency guide is a brilliant resource.”