Ideal Customer Profile Workshop
Building a persona is one thing. Creating a target audience is another. Prioritising those markets, surfacing key messages for your marketing, and identify content that attracts, converts, and closes those Ideal Customer Profiles (ICPs), is another thing entirely.
Enquire about the workshopConstruction companies have complex ICPs
If you're a construction company then you have one of the most complex buying groups in business. You'll be targeting specifiers, architects, builders, and the end user (homeowner). You've probably decided that one's more influential than others but you'd be surprised at where the demand actually comes from. We've developed hundreds of marketing strategies targeting all of these ICPs, but how you reach them will be different to everyone else.
Top three challenges
Multiple buyers
Your marketing needs to target a wide range of buyers, each influential at different stages of the buying journey. While you may directly interact with some more than others, each is valuable in their own way. How do you develop a coherent marketing strategy targeting all of them?
Different needs
Across each of those buyers the value you bring will be different. A homeowner doesn't care if your design files are easy to use, only that your product is easy to live with (and looks good). A builder doesn't care about the price, but cares if it's difficult to install. How do you win them all over?
Alienation risk
Focus too much on one ICP and you risk the others becoming disconnected with your messaging. While a specifier may love your product if the end user doesn't want to spend money on it, they'll ask for something else. You need to be all things to each group, without bland messaging.
The value in the workshop
This workshop isn't just about naming your ICPs, you've probably already done that. It's about harmonising the following so you can focus on each properly:
- ICP pain, prize, and problems
- Your value to each, realised
- An early content plan, and prioritisation
- Commercially driven decision-making
Who is this for?
The ICP workshop is specifically for businesses in the construction manufacturing and construction services space. Specifically that's businesses doing the following:
- Joinery and hardware manufacturers
- Home builders
- Architects and landscape designers
- Cladding and roofing companies
- Material suppliers (insulation, panelling, flooring)
- Custom fabrication
Workshop outcomes
The workshop consists of digital pre-work, a 60 to 90 minute virtual session with a senior strategist, and post-work all culminating in a report focused on your top ICP. From this workshop you will also get:
- Your top ICPs commercially scored and prioritised
- Content Intelligence Report
- Sales lead magnet brief
This workshop will set you up with a focus for your marketing strategy, and a brief for a key piece of content to convert your strategic ICP.
Frequently asked questions
We conduct these online via Google Meet. Our AI notetaker will provide a summary of the meeting, and a recording for you to keep.
The ICP workshop's pricing is $2,580. This is paid when the session date is confirmed, with the balance needing to be paid in full before the session is underway.
Our workshop does not fall under the Capability Development Voucher scheme.
The ICP workshop is valuable to any business as it's based on a universally applicable framework. However, the recommendations that come from the session are geared towards businesses in this sector.
Our marketing experience focuses on businesses manufacturing products for the residential construction market. This includes, but is not limited to:
Structural & exterior
- Cladding manufacturers (aluminium, timber, composite, fibre cement)
- Roofing manufacturers (metal, tile, membrane)
- Window and door manufacturers
- Louvre and screening system manufacturers
- Garage door manufacturers
- Insulation manufacturers
- Structural steel fabricators
- Prefabricated wall and floor panel manufacturers
- Modular and prefab home manufacturers
- Framing system manufacturers (steel stud, LVL timber)
Exterior living & landscaping
- Fencing and gate manufacturers
- Decking manufacturers (timber, composite, aluminium)
- Pergola and outdoor structure manufacturers
- Retaining wall system manufacturers
- Paving and hardscape manufacturers
- Outdoor fireplace and fire pit manufacturers
- Pool and spa manufacturers
- Irrigation system manufacturers
Interior finishes & joinery
- Kitchen and bathroom joinery manufacturers
- Solid timber benchtop manufacturers
- Stone and engineered stone suppliers
- Flooring manufacturers (timber, vinyl, tile)
- Internal door manufacturers
- Staircase manufacturers
- Wardrobe and storage system manufacturers
- Skirting, architrave, and moulding manufacturers
Services & fittings
- Tapware and sanitaryware manufacturers
- Lighting manufacturers and distributors
- Tile manufacturers and importers
- Cabinetry hardware manufacturers
- Ventilation and heat pump manufacturers
- Underfloor heating manufacturers
- Home automation and security system manufacturers
- Solar panel and battery system manufacturers