Exploit the media and your knowledge franchise. It is also the means by which star points are created. Knowledge of your key customer's individuals needs combined with unique knowledge aimed at solving their problems is the basis of providing the value they seek. Companies that understand the power of their knowledge also frequently understand that the ever-hungry industry media is a powerful and natural ally. Developing the potential of a star point almost always involves making use of the media that serves that niche and demonstrating the special knowledge you possess.
Marketing is a complex art and science.
Yet, some clear, consistent patterns can be seen in the progress of a great number of successful construction companies. Observing, understanding and adapting those patterns to your unique situation may very well help you spend less time, effort and money to produce greater results. That's what being strategic seems to be about.