The Build Up – Details, episodes & analysis

Welcome to The Build UP.

Launching 14th October 2024

In this episode of The Build Up Podcast, host Dan Moore, Creative Director at dissident creative agency, sits down with Ryan Jones, Managing Director of SLG Agency, to explore the evolving landscape of marketing in the construction industry. With over 12 years of experience at SLG, Ryan shares how his background in PR has influenced his approach to brand strategy and client services, emphasising the importance of positioning and audience understanding.

Dan and Ryan dive into the value of research and data-driven strategies to inform creative decisions, the challenges of navigating client expectations, and the significance of brand guardianship. They also discuss the need for adapting to modern marketing practices in a traditionally conservative industry, while celebrating the potential for innovation and creativity in construction marketing. Together, they encourage listeners to embrace bold ideas and strive for excellence in their campaigns.

Ryan Jones' Socials

https://www.linkedin.com/in/ryanjonesslg/

SLG Agency Website

https://www.slg.agency/

Dissident links

https://linktr.ee/dissidentagency

In this episode of The Build Up Podcast, I had the pleasure of speaking with Mark, the owner of MJ Tiff Plumbing and Heating, who shared his remarkable journey from being a sole trader for over two decades to becoming a prominent influencer in the plumbing and heating industry. Mark discussed the challenges he faced during his transition to self-employment, including personal hardships and the initial struggles of building his brand through social media. He delved into his experiences with platforms like Instagram and YouTube, highlighting the importance of consistency, authenticity, and strategic content creation in growing his audience and monetizing his efforts. We explored the nuances of influencer marketing within the construction sector, the significance of genuine engagement over vanity metrics, and the evolving perception of tradespeople in society. Mark's insights into the construction community and the value of maintaining authentic relationships with brands, provided a refreshing perspective on the intersection of trade and digital marketing.

MJTiff's Socials

https://www.youtube.com/@MJTiffPlumbing

https://www.instagram.com/mjtiff_plumbingandheating

Dissident Links

https://linktr.ee/dissidentagency

In this episode of The Build Up Podcast, host Dan Moore, Creative Director at dissident creative agency, chats with Ollie Partington, Managing Director of Stabila UK and Ireland. Ollie shares his journey from marketing graduate to leading the UK arm of a renowned German construction brand. They dive into the shifting landscape of construction marketing and how market research has played a vital role in Stabila’s strategy to increase brand awareness and diversify its product range.

The discussion touches on the importance of building strong relationships with both retailers and end users, with Ollie emphasizing a balanced communication strategy that includes social media, trade shows, and community engagement. They also explore the challenges of marketing through distributors, the power of influencer partnerships, and the necessity of long-term brand messaging. Packed with insights, this episode reveals how to modernise a brand in a traditional industry and how recommendations shape buying behaviour among tradespeople.

Ollie’s Socials

https://www.linkedin.com/in/oliver-partington-16232225/

Stabila's Website

https://www.stabila.com/en/home.htm

dissident’s Links

https://linktr.ee/dissidentagency 

In this episode of "The Build Up," host Dan speaks with Emma Stefanotti from Limitless EJS about marketing in the construction industry, focusing on influencers and content creators. Emma shares her background and insights on establishing fair rates, building genuine relationships, and the challenges faced by content creators. The discussion highlights the importance of engagement rates and the role of intermediaries in successful collaborations, offering valuable advice for navigating construction marketing.

Follow Emma: https://www.instagram.com/limitlessejs

This podcast is produced by dissident creative agency, the original disrupters of construction marketing. This podcast is born out of our passion to create conversations that push boundaries as hard as our content!

If breaking rules and standing out is your thing, we want to hear from you...

dissident link tree

In this episode of The Build Up, Dan engages in an insightful conversation with Rob Lawton, affectionately known as the "King of Copper" and a key figure at Lawton Tubes, a family-run business with a rich history dating back to 1918. Rob shares his journey within the company, detailing his transition from sales to marketing and the strategic shift towards engaging directly with end users, rather than solely focusing on distributors. The discussion highlights the importance of social media in modern marketing, particularly how platforms like Instagram and LinkedIn have transformed the way brands connect with their audiences. Rob emphasizes the value of authenticity and passion in marketing, recounting successful collaborations with influencers and the impact of engaging with the community at industry events like the Installer Show. Through their candid exchange, Dan and Rob explore the evolving landscape of construction marketing, the power of networking, and the necessity of adapting to new trends while maintaining a grounded, approachable brand identity.

Rob’s LinkedIn

Lawton Tubes Links

This podcast is produced by dissident creative agency, the original disrupters of construction marketing. This podcast is born out of our passion to create conversations that push boundaries as hard as our content!

If breaking rules and standing out is your thing, we want to hear from you...

dissident link tree

In this episode of The Build Up, Dan welcomes Mark Pearson, the UK and Ireland Country Manager for Beta Tools, a premium tool manufacturer with a century-long heritage. Mark shares his extensive background in the construction industry, highlighting his journey from sales to a hybrid role that encompasses both sales and marketing. The conversation delves into the competitive landscape of tool marketing, the importance of creating solutions rather than just selling products, and the evolving strategies Beta Tools is implementing to enhance brand visibility and engagement. Mark emphasises the significance of high-quality marketing materials and the need for a cohesive narrative that resonates with both end users and distribution partners. The episode also explores the brand's connection to motorsport, its commitment to innovation, and the challenges of marketing in a B2B environment, ultimately showcasing how Beta Tools aims to position itself as a leader in the industry by understanding and addressing the needs of its customers.

Beta Tools

Mark's LinkedIn

This podcast is produced by dissident creative agency, the original disrupters of construction marketing. This podcast is born out of our passion to create conversations that push boundaries as hard as our content!

If breaking rules and standing out is your thing, we want to hear from you...

dissident link tree

In this episode of The Build Up Podcast, Dan sits down with Liam Wood, better known as Liam the Plumber, to discuss his inspiring journey from full-time tradesman to becoming a prominent micro-influencer in the plumbing and construction space. Liam reflects on his evolution within the industry, sharing how his authentic passion for tools and brands, like fischer Fixings UK, Thomas Dudley, and STABILA, has allowed him to connect deeply with his audience.

The conversation dives into the importance of prioritising genuine engagement over follower counts, with Liam offering actionable insights on how tradespeople can build a loyal community by staying true to their values. They also explore the creative side of content creation in the construction industry, breaking down how social media can transform perceptions of trades and open doors to new opportunities.

Liam offers a behind-the-scenes look at navigating brand collaborations, balancing his hands-on work with his growing digital presence, and using authenticity to set himself apart in the world of influencer marketing. This episode is packed with valuable advice for anyone looking to amplify their voice while staying true to their craft.

Liam's links:

Instagram

YouTube

Tiktok

This podcast is produced by dissident creative agency, the original disrupters of construction marketing. This podcast is born out of our passion to create conversations that push boundaries as hard as our content!

If breaking rules and standing out is your thing, we want to hear from you...

dissident link tree

In this episode of The Build Up Podcast, Dan welcomes Will Hickman, the Sales and Marketing Director of Ideal Bathrooms, who shares his insights on marketing within the construction industry. Will discusses his diverse background in home improvement and the challenges he faced upon entering the bathroom sector. He emphasizes the importance of effective marketing strategies in an industry that is often perceived as outdated and resistant to change. The conversation delves into the significance of data-driven marketing, the necessity of understanding customer behavior, and the value of transparency in client relationships. Will highlights Ideal Bathrooms' commitment to exceptional service and the importance of tailoring marketing efforts to meet the specific needs of their B2B clientele. The episode also touches on the evolving landscape of social media marketing, the pitfalls of relying on influencers without a clear strategy, and the need for businesses to focus on relevant content that resonates with their audience. Overall, the discussion provides valuable insights into the unique challenges and opportunities present in construction marketing, encouraging listeners to embrace creativity and data analysis in their approaches.

Ideal Bathrooms

Will’s linkedIn

This podcast is produced by dissident creative agency, the original disrupters of construction marketing. This podcast is born out of our passion to create conversations that push boundaries as hard as our content!

If breaking rules and standing out is your thing, we want to hear from you...

dissident link tree

In this episode of The Build Up podcast, Dan has a dynamic conversation with Peter Sumpton, the founder of the marketing consultancy Build Different and the podcast Construction Disrupted. They delve into the unique challenges and opportunities within construction marketing, emphasising the importance of strategic planning over mere tactical execution. Peter shares insights from his extensive experience in the industry, highlighting how marketing should be viewed as a revenue generator rather than a cost. He discusses the need for businesses to understand their marketing objectives and the significance of thorough market research and positioning. The episode also touches on the evolving perception of trades and the construction industry, advocating for a shift in how apprenticeships and careers in construction are viewed. With a focus on innovation and technology, Peter outlines the types of clients he typically works with and the value of having both internal marketing teams and external consultants to drive effective marketing strategies.

Peter Sumpton’s LinkedIn

Build Different Podcast

This podcast is produced by dissident creative agency, the original disrupters of construction marketing. This podcast is born out of our passion to create conversations that push boundaries as hard as our content!

If breaking rules and standing out is your thing, we want to hear from you...

dissident link tree