More Than Just Bricks & Mortar: Construction Mortar

Re-Published With Permission From Construction News and Review

By Thuy Vo

Similar to other niche markets, the construction industry is deeply rooted in technical knowledge, requires specialized skills and offers limited emotional engagement for users.

As a result, people often perceive construction as an industry with little room for breakthrough creativity. However, building a brand in this field presents an exciting challenge for those marketers eager to push their limits.

Is Marketing in Construction Boring?
As Vietnam’s economy has developed, so too has its construction industry, driven by the essential need for housing and infrastructure. With its rigid, technical nature, comprising complex blueprints, strict standards and raw materials like steel, cement and chemicals, the construction sector has never been a top choice for marketers.

I recall being advised that to truly master marketing, one must gain experience in fast-moving consumer goods. Back in 2013, the Vietnamese market had yet to fully recognize B2B marketing as a distinct discipline, often equating all marketing efforts with B2C. This perception, combined with the industry’s inherent complexities, led many to believe that marketing in construction was neither exciting nor creatively rewarding.

However, this assumption often stems from a lack of experience with the industry’s ecosystem and an inability to connect with both internal and external stakeholders in meaningful ways. This challenge is particularly evident among creative professionals from agencies or in-house creative teams. Many marketers become frustrated when their ambitious, imaginative proposals are rejected by prospects who prioritize practicality and compliance over novelty.

Breaking Free from Industry Stereotypes
The first step is to clearly define the company’s primary business model. Is it focused on distributing products for residential construction, managing large-scale project sales or a combination of both? Once this is established, identifying the specific construction market segment the company targets is crucial. Understanding these segments is essential for marketers, as the needs of residential construction customers differ significantly from those in large-scale projects. The retail distribution sector in construction shares similarities with fast-moving consumer goods supply chains, whereas the project-based business operates on a completely different model with fewer parallels to other industries.

As mentioned earlier, construction operates within a framework of rigorous standards, ranging from design and product quality to building and finishing. These standards vary in scope and classification, including Vietnamese National Standards (QCVN, TCVN), international ISO standards, European (Eurocodes/EN) and American benchmarks. For the housing construction market, compliance with Vietnamese regulations is often the baseline requirement. In contrast, large-scale projects demand stricter adherence to global and national standards, affecting every stage from design to final delivery. These factors significantly influence customers’ purchasing decisions.

Given these industry dynamics, marketers must tailor their communication strategies accordingly. A one-size-fits-all approach, using the same language, messaging and product packaging across different segments, simply does not work. For instance, when marketing tile adhesive, the messaging for large-scale projects must emphasize technical specifications, compliance with industry standards and product certifications. In contrast, for residential consumers, the language should be more relatable, evoking emotions and addressing common pain points in home renovation.

Another overlooked aspect is packaging design. In a bid to optimize production costs, many suppliers disregard the potential competitive advantage that thoughtful packaging can offer. Enhancing convenience for contractors and workers through smarter packaging solutions can create a significant edge in the market.

To embrace marketing in the construction industry, marketers must develop a deep understanding of customer behaviors and industry language. The only effective way is going to the places that stakeholders are going to, talking to them, learning their views, reactions and insights to specific matters in the industry. Every touchpoint must be an opportunity for the brand to establish meaningful connections, ensuring that it resonates with and supports customers throughout their construction journey.

Thuy Vo is head of marketing and sustainability development at Fico-YTL & Sustainability Development Head of Marketing & Sustainability Development at Fico-YTL Cement.