The 7 Ms Marketing System

Terry OMahony
Construction Marketing Consultant

Contents
Introduction ................................................................................................................ 3
1.

Mark .................................................................................................................... 4

2.

Mission ................................................................................................................ 5

3.

Market ................................................................................................................. 6

4.

Message ............................................................................................................. 8

5.

Medium ............................................................................................................. 10

6.

MOMENT .......................................................................................................... 12

7.

Management ..................................................................................................... 14

WHAT NEXT? .......................................................................................................... 16

Complimentary strategy session ....................................................................... 16
Resources ............................................................................................................ 17
Suggested Reading .............................................................................................. 17

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Introduction
Many businesses and organisations associated with the construction industry currently face
some serious challenges. The economic climate is forcing businesses to take stock and
prepare themselves to face these challenges to the best of their ability. Without a clear
method to follow, this can be an unattainable aim.
Over the past few years I have carried out a vast number of Marketing Audits for a wide
range of clients within, and those supplying the construction industry with services and
products. As a consequence I have developed a systematic way to extract relevant
information from clients and subsequently to present it together with relevant
recommendations to solve various marketing/business development problems.
In this e-book I will share with you both my methodology and some of the major issues I
have successfully addressed and resolved.
My method follows seven logical steps. I call them the 7Ms Formula:

Mark
Mission
Market
Message
Medium
Moment
Management
I have developed a set of linked checklists that help clients to review and consider those key
issues that exist within each step. These have proven to be very effective in helping clients
consider where they are at any moment in time and what options are open to them in order
to survive and ,hopefully, to maximise their future potential on the other.
I will outline each step so that you can get a feel for the issues involved, how best to address
them and what can be achieved as a consequence of following my processes.
I am confident our approach will help you.

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1. Mark
If you dont know where you are now how can you plan to achieve your goals?
The first step of the 7M Formula is Mark, which really means: If we were to draw a line in
the sand today we should be asking ourselves:
We should be asking ourselves: Where are we now and how did we get here? What
justifies our current position, and what are the key challenges that our particular business
faces?

You cant go from A to B if you dont know where A is to begin with

I have helped all my clients to focus on and review those key stages, events and
developments that have produced the current situation. Not all are positive; however, this
first step in the process can be very revealing and powerful in terms of potential outcomes.
Many business owners, owner managers or professional managers rarely provide
themselves with an opportunity to take stock, consider options or to decide that it is time to
start to plan with the end in mind!

Consider the options and plan to achieve demanding targets

I have found that some clients have been so keen to address their key business or product
issues that they have conducted a full SWOT exercise at this early stage. Normally this is an
exercise to be carried out during a later stage in the audit process. However, some very
powerful issues have come quickly to the surface. For instance, one client realised during
this stage that all his partners had a totally different view of the firms capabilities and future
potential and direction to that of his own. Prior to this the senior partner was convinced that
all was well and the firms informal/unwritten strategy was fully aligned across the
partnership.

Unspoken, but very powerful issues and solutions come quickly to the surface
If nothing else, it gave my involvement new emphasis and importance, and the client learnt a
valuable lesson early on. Later on in the process our client found a workable solution to his
problem. The main lesson learnt was: if we fail to plan we are in essence planning to fail!

SUMMED UP

Review all issues

Reflect on their relevance and significance
Determine what needs to change and why
Have an open mind

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2. Mission
Mission is a vital issue in every business endeavour. The checklists I have developed
(within my 7 Ms system) and use to assist clients, reminds us to consider such issues as:

Are the reasons that brought your organisation into existence still relevant, valid and
fully aligned with developments in the marketplace?
Do you know what your current mission is?
If so, do you have it in writing and do you have buy in from all concerned?
From it, have you developed a complete justification statement that spells out each
and every element that justifies the firms existence and the values the business is
presently based on?

If you dont have or know your firms business mission, how can you and your colleagues
plan to achieve it?
In many instances, I have found that clients do not have an agreed statement of mission.
They tend to accept their current position in their marketplace and go with the ebb and flow
of their markets or the economy in general. All businesses need to have a sense of mission
or purpose. The firms employees and other stakeholders need to be aware of its mission,
strategy, vision and values.

This will provide you with a solid foundation to build your tactical plans, processes and
systems, and the quality of team required to deliver your promises.
In those firms that have an active sense of mission, I have found that there is a strong
correlation throughout all the firms key business elements i.e. they enjoy staff engagement,
customer loyalty and growth in profits.

Recently I helped a small public body to change its business model. New funding restrictions
and budget cuts encouraged them to explore a new business model. I helped them to move
from being a grant awarding body into a not for profit property developer. All its surpluses
had to be reinvested so that local communities could be helped to create local jobs. Their
mission in life changed and as a consequence the existing team quickly embraced their new
direction and roles. The transfer took less than ten months from start to finish.

SUMMED UP

Find a way to encourage a sense of mission

Develop with your team an overall strategy
Communicate it effectively to all concerned

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3. Market
The third step Market, is crucially important in your choice of which markets to pursue.
Your decision in which to remain, exit or enter can make the difference between business
survival and an ignominious exit!
Which markets to focus on, invest in and become a leader of, is crucial. Obviously we all
cant all be the market leader, but we can strive to be.
The pure marketers amongst us will tell us its all about market research, segmentation and
banding. I have found its more about taking some time out to review, consider relevant
issues and judge the nature of the markets, micro-markets and sectors in which you
currently operate, such as:

Defence
Health
Education
Rail
Highways Maintenance
Facilities Management
Residential

With your colleagues you can determine how best to view the various challenges facing you
and spot the new opportunities that appear most favourable.
Choose your market(s) carefully, get organised and resource adequately and your return on
investment will pay off handsomely. But its not easy. How do you build your business and
profits to the level you want, if your clients are increasingly looking to reduce stock levels,
find savings or seek greater value? All this, whilst you are spending every day taking care of
the business you already have and whist the world continues to change before your very
eyes!
A medium sized firm of civil and structural engineering consultants asked me to investigate
the possibility of their moving into one or more new market sectors. After a wide ranging
review of potential markets that fitted the clients resources, track record and levels of
competence we were able to recommend a short list of options. Following a further
investigation the firm chose to focus all their available resources on the School market.
The market was in a state of flux because the new government was encouraging schools to
become academies. This made Head teachers and Governors responsible for the financial
performance of their organisations and all their physical assets.
I assisted our client to understand the new challenges confronting schools, what they
needed in terms of systems and processes and how could their physical assets be
optimised, controlled and maintained. I further assisted my client to produce a clear and
concise proposal document that clearly set out the nature and extent of the new service
package. This helped head teachers to fully understand the process, which helped my client
to secure a large percentage of the local market.

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SUMMED UP

Carry out appropriate research

Evaluate all the possible options
Short list
Determine which is most suitable
Trial and measure results

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4. Message
The next step Message, is another vital consideration within every business endeavour.
So what sort of message or messages are we talking about?
Well, if to date you have followed my 7 step methodology correctly, you have by now
decided what your business mission is, which markets (or segments) will be given attention
and what level of investment we are prepared to commit.
But what should be your message be?
Well it all depends on what your particular marketing plan requires.
In simple terms, such an exercise consists of two elements:
A. The prospective Buyers interests (either what pain does he want taking away or
what benefit will your product or service provide him with)
B. The Sellers offer
But of course there needs to be full alignment between the two.
So the sellers strategy is simple, to deliver the right message through the most cost effective
mechanism available, at the right frequency over an appropriate period of time.
The objectives of some Messages might be:

A call to take action/make contact/get in touch, for example Comparethemarket.com

To generate leads, for example Barbour ABI
To inform or provide relevant information to prospects
To build interest in a firms, products or services
Reinforcement of reputation, technical superiority or Brand, for example Rolex
To strengthen the bond between an organisation and its existing customers
Ours is the Low risk option, for example Volvo cars
Provision of specifications and prices, for example B&Q
Commitment to providing high quality products/customer services, for example
Statement of capability/expertise and track record, for example Turner & Townsend
Requests for customer feedback, for example McDonalds

When I helped a manufacturers agent, who specialised in the supply of street furniture, to
determine why they were not getting their share of the available market, I found their
problem to be:

Poor Brand image

Limited range of products and services
Long delivery periods

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The former was the key issue for most of their clients. So I helped my client to:

To establish clearly what is its unique or special competitive advantage

Develop a profile of what a perfect customers or prospect looks like
What one message would get a clients attention, clearly convey brand identity and
encourage him to place an order

This exercise allowed us to recommend that adoption of a new brand name or strap line.
The following strap line was used to convey a message that said that the firm only sold high
quality branded goods, provided turnkey solutions and offered a fit for purpose guarantee.
Street Smarts-your local supplier
It worked. Enquire levels picked up, and on the back of a sales training programme we
delivered, more opportunities were converted into orders.

If you are not communicating with your customers, prospects and contacts, its highly
likely that someone else is!

SUMMED UP

Determine key issues early on

Establish what the real problem is
Address it fully
Find a solution that fits

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5. Medium
The fifth step is about the Medium or mechanism(s) chosen to get your message across to
your prospects and is normally referred to as Advertising. But there are many forms of
advertising, but all are intended to change perceptions and to sell the service or product.
Which mechanism or medium stands the best chance of getting your message through to
your target audience quickly, cost effectively and with maximum effect is debatable.
There are a bewildering number to choose from, e.g.:

Websites/Web advertising
Email and Social Media marketing
Promotional Literature and Newsletters
Print Advertising
Press Release and Technical Articles
Trade Shows
Product Launches
Brand Marketing /Corporate Image Campaigns, etc

Once you have chosen which medium to utilise, a series of other considerations need to be
addressed. Make sure your campaign is fully thought through and takes fully account of the
following:

Customer needs
Method of approach
Theme/Core message
Relevance
Easy to understand
Consistency
Attention getter
Move to action request-why wait, ring now!
Timing-is everything

If you plan your campaign, incorporating all of the above, you should produce some
very interesting results!

In the case of a medium sized building contractor, we determined that the quickest, most
cost effective and manageable way to raise their profile in the local market was to develop a
series of Eshots. These would be emailed monthly to all the relevant consultants, clients and
prospects. Each would carry interesting information that would help recipients to better
appreciate the firms capabilities, values and standing in the community.

After only three mailings their enquiries jumped considerably and people started to take note
and talk about them. This allowed them to be more selective in terms of who they were
prepared to work with and for. Furthermore, the exercise also produced the following:

Less commercial/contractual risk

Better margins
Repeat business

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SUMMED UP

Clearly establish the brief

Consider all options
Carry out a cost/rewards review
Trial, measure and review progress
.

"Thinking is the hardest work there is, which is the probable reason
why so few engage in it." -Henry Ford

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6. MOMENT
Moment is all about timing and why it is such a crucial consideration in any project or
business endeavour.
Obviously, all the good work put in so far (if you have followed my 7 step formula) has
allowed you to target the right people (prospects), determine the basic message you want to
convey and has selected the best combination of marketing mediums and, or promotional
channels i.e.:

The right message, communicated to the right audience through the right media.
But what part does timing play?
It goes without saying that if a product or service is to be delivered effectively and profitably,
it is crucial that the product or service is delivered to the client in sufficient quantity, at the
right place and at the right time.
Within a marketing programme, timing can make or break it. Too soon and too infrequently
and the impact of the message is lost. Your message will not stick or resonate. Too late
and the moment has passed - the prospect has moved on. Perfect timing means you have
managed to bring all the relevant issues together for maximum effect.
The calendar is loaded with marketing opportunities e.g. budget release dates, committee
meeting dates, events, exhibition dates, and publication deadlines and more.
Can you imagine an investment strategy that did not take timing into consideration, the
impact of a late delivery of a tender or the failure to complete a student accommodation
facility after September?
Another form of Moment is the Moment of Truth Approach which is a method that directs
us to think about our clients in a different way. Essentially it provides us with a simple and
easy way to identify our prospects decision-making methods. With this information, targeting
prospects, providing them with relevant information on timely bases, becomes more
rewarding. Marketing teams will also have the information they need to set priorities and
review responses to campaigns more quickly and efficiently.
Finally, prospects and clients will want to do business with you or will keep coming back to
you for more, if you are able to convey to them that you are a leader in your field, because
they want to be associated with a winner!

One of my clients is completely sold on the use of exhibitions.

By their very nature they tend to be planned over long periods of time. Often this makes
them predictable and the calendar is loaded with them. So you can plan your exhibitions way
in advance which normally allows maximum benefit to be derived from their investment.
I advised one client, a firm of construction safety consultants, to launch its entry into a new
region by use of a Business and Property Show. Prior to the show they announced their
impending presence and invited prospective clients to visit their stand and to sit in on a
seminar one of their top safety consultants was giving. In fact it probably was the busiest
stand at the show.

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Lots of interest and enquiries were generated.

SUMMED UP

The calendar is loaded with opportunity

Timing can support or hinder
Give yourself enough time
Then make it happen

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7. Management
Management can refer to either the overall management of the process or programme, or
an individuals role and ability to perform effectively within it.
In the marketing/selling of the services or products of a company, the first goal should be to
do enough to ensure the business survives; especially when one is about to enter, is in the
middle of or is beginning to emerge from a long and deep recessionary period.
Survival is currently the main or only game in town for most organisations.
Survival in business has always meant: How does one balance all the inherent risks with
the potential rewards?
So how does one go about finding out how to survive?
Well, firstly are we talking about management or leadership, either personal or corporate?
Again it does not really matter, because, as General Montgomery, of World War Two fame,
once stated, All great leaders posses five essential attributes:
1. They let their subordinates know that they care about winning and they have worked
out a plan to ensure that they do.
2. They let everyone know what the plan is and what is required of everyone involved.
3. They clearly define the risks and rewards, i.e. how everyone will be rewarded when
they win or what their punishment will be if they fail to deliver.
4. They know when and how to put each part of the plan into action.
5. They will share in the glory, but will accept full responsibility for any and all failures,
with no excuses!
Therefore, arguably the art of management, within the context of a strategy/marketing/sales
programme, is for the leader of it too:

Think Strategically
Be Creative
Be Confidant
Have a Plan
Articulate the Plan
Resource if fully
Be obsessive about actions and outcomes
Be Persistent
Know whether its about Survival, Value or Profits
Support the Key Members of the Team
Get Lucky (if you can)

These qualities and principals were best deployed by one of my Project Management clients.
They, with my assistance, produced a series of checklists that helped novice clients of the
construction industry to appreciate how the industry was organised, how it worked in terms
of process, hierarchy and who did what.

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Many of their clients appreciated this insight and as a consequence gained our client a lot of
respect. The free information received by clients put our client in a pre eminent position. Its
standing rose quickly which was followed by a sharp uplift in enquiries. They were quickly
perceived as Project and business Leaders.

SUMMED UP

Manage only that you can control

Plan your work, and work your plan
Trial, measure and review
Make a difference!

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WHAT NEXT?
I am confident that by following the stepped approach outlined in this e-book you will see a
significant improvement in your business performance and that you will be able to see the
impact on your bottom line profitability.
Many businesses like yours have, however,profited even more from getting in some expert
advice to help their businesses to thrive, rather than just survive.

Complimentary strategy session

I am happy to offer all my readers a complementary Boost Your Business Strategy
Sessions, a 500+ value offer, where I can explore your current and medium term
challenges in order to determine how best you can move your business forward.
You will learn how I can help you FOCUS your business on YOUR most important success
factors. Thereses no obligation, I am happy to discuss your issues for as long as it takes, at
a time thats fully convenient to both parties.

TO SCHEDULE YOUR COMPLEMENTARY SESSION PLEASE RING ME ON 07736 417 464

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Resources
Office for National Statistics (pdf)
NHS Authorities and Trusts (website)
Federation of Master Builders (website)

Suggested Reading
1. Tribes written by Seth Godin, published by Piatkus. Its really about Leadership but it
also provides great insight into how ones willingness to share knowledge can
provide untold benefits.
2. No Bull Selling written by Hank Trisler, published by Sales Gravy Press. This book
has recently been given a major update, however, it still maintains a very down to
earth and practical view of the business world and it particularly relates to the
complex world of marketing and sales. It is very funny in parts but if you read it with
the intention of gaining knowledge, insight and practical processes to follow it will
assist you to increase your business winning capabilities.
3. The 4-Hour Workweek by Timothy Ferriss, published by Crown provides the reader
with many messages on how to be more productive with our time. He states that
being BUSY all day is just another form of laziness. Going through the motions,
filling our days with actions and responding to other peoples priorities stops us from
focusing on the key issues that will generate more business, satisfy our customers
and increase profits. The book is full of interesting insights.
4. Raving Fans by Ken Blanchard and Sheldon Bowles, published by Harper Collins
offers an amazing insight into the world of customer service. Its main contention is
that it doesnt matter if a business is a professional practice, main contractor,
specialist contractor or supplier. Success comes to those, and only those, who are
obsessed with looking after customers and delivering real value.
5. Lifes a Pitch by Stephen Bayley & Roger Mavity, is published by Bantam Press.
This book is all about winning work. Its contention is that everything in the end
comes down to presentation and persuasion. The big moments in the life of a deal
are not decided by chance but how we pitch our case is what makes the difference.
6. The 25 Sales Habits of Highly Successful Salespeople, by Stephan Schiffman,
published by Adams Media Corporation. Once marketing has got the phone to ring
its up to the salesperson to close the deal. The book contends that the successful
handling of sales opportunities is based on a series of linked habits. These are
designed to move the project/contract smoothly along to a mutually beneficial
conclusion.

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7. How to Win Friends and Influence People, by Dale Carnegie, published by

Vermillion. This book is an all time classic. It was first published in 1937. Since then
millions of copies have been sold all over the world. Most, if not all of the principles
involved remain relevant. If you want to improve your ability to be successful, in
whatever endeavour you may be engaged in, read this book and learn its many
lessons.
8. Selling for Dummies, by Tom Hopkins, published by Wiley. The book deals with all
the processes and stages involved in the marketing and selling of goods and
services. Tom is an acknowledge sales expert and has set out in this book all the
key elements that will assist you to find potential customers, get appointments,
produce winning presentations and close sales.

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