News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
The Value of a Unified Construction Audience Database
Dave Colford / HW.com / October 17, 2013
The revolution in marketing is around data-driven decisions and digital marketing strategies. If it can’t generate a lead or be measured, why do it? Right? Hanley Wood just announced the completion of a major initiative that allows our customers to tap the full power of our audience database and inject new life in their marketing programs.
HW.com sat down with our Chief Customer Officer, Dave Colford, to discuss the initiative and why this matters to building product marketers.
HW.com: What is the Hanley Wood Media Network?
DC: It’s a major investment in all of our core media properties under one centralized audience database. The newly-created network of media properties positions marketers to engage Hanley Wood’s owned and operated, editorially-driven database via centralized targeting and purchase behavior criteria.
HW.com: What platforms and services are included in the Hanley Wood Media Network?
DC: The network encompasses all of Hanley Wood’s media platforms – digital, print, executive events, and marketing services. Coupled with Metrostudy’s local market data, this unified approach allows our customers to connect more deeply with all residential and commercial design and construction audiences. It also allows for buying efficiencies and centralized delivery of reporting and analytics.
HW.com: Why is this different from what Hanley Wood has provided in the past?
Hanley Wood is committed to providing customers with engagement opportunities they can’t get anywhere else. Our business model allows our customers to maximize growth while reducing infrastructure costs, enabling them to focus on innovation, development of new products and services, and new revenue streams.
Will this lead to more changes in services provided to Hanley Wood customers?
DC: Hanley Wood continues to expand and invest in its strategic marketing services infrastructure and offerings. Enhanced capabilities for providing full-service lead generation, social and content marketing, video production, event and client/project management remain high priorities for the remainder of 2013 and into 2014. New innovations will include:
- The launch of a proprietary media targeting offering based on Metrostudy market data
- The launch of Big Builder, a brand targeting high-volume home building enterprises
- The re-launch of the Tools of the Trade website, with integration of its content across the entire Hanley Wood network of websites
- The launch of a proprietary video platform that will allow customers to distribute multimedia content across multiple platforms and integrate video into advertising
- A launch of updated versions of all Hanley Wood Media Network websites to create a more seamless flow of relevant content across all audience segments, enhanced social community capability, and significantly upgraded, high-impact advertising vehicles
HW.com: Why does this change matter to Hanley Wood customers?
DC: Only Hanley Wood can deliver high-quality audiences at all stages of the purchase process, giving marketers the edge they need to drive growth in their business. Our readers and the attendees at our events trust Hanley Wood to deliver high-quality, authoritative content and information. That relationship fuels our database which, in turn helps to drive new business opportunity for our customers.