Swanson Russell

Marketing in the construction industry requires a detailed knowledge of business-to-business advertising. It just so happens, that’s our forte. We’re consistently ranked among the largest B-to-B agencies in the U.S., and we’ve gleaned enough expertise over the years to pen this series of reports and articles. Skim through the topics below, and if you’re interested in receiving full copies of anything, contact Brent Schott at 402-437-6432.

How to Measure the Effectiveness of Marketing Communications in the Construction Industry
Construction industry advertisers are demanding that their marketing communications become more accountable. This report describes the steps in the marketing communications effectiveness measurement process. It discusses the strengths and weaknesses of the four key approaches to measuring marketing communications effectiveness. The report contains sections that describe special challenges and opportunities associated with measuring different types of communications used by construction industry marketers.

Marketing Communications for Uncertain Times
During economic hard times it can be hard just to survive, let alone grow as a company. How do you protect your bottom line and your brand at the same time? How do you battle in a faltering economy and stay intact? This white paper will address these and other questions and provide you with light at the end of the tunnel.

Paid Search Advertising
The number one activity on the Web? Searching. Which is why paid search is becoming an increasingly important part of any marketing mix. In this report we explore the benefits of paid search advertising and offer a primer on how to build a targeted, measurable, compelling campaign.

Put Your Mouth Where the Money Is
Penned by our very own Parker Stoner, Put Your Mouth Where the Money Is explains how to refocus your communications. Too often, marketers walk away disappointed from communications strategies that have too little credibility to impact their audience. In this book, we lay out a new Hierarchy of Marketing Communications Effectiveness, and explain how to strategically build and deliver messages that forge a Real Connection™ with your audience.

Harvest Online Intelligence
These days, a company’s frontline is not the salesperson; it’s the Internet. Conversations about your brand and your products are happening, on social media networks, blogs and anywhere in between. And the better you understand those conversations, the more informed your communications strategy will be. In this report, we walk through the concept of “conversation mining,” and how it can help build your brand.

Refocusing Scarce Resources During Tough Times
When Swanson Russell and employee Parker Stoner set out to write Put Your Mouth Where the Money Is in 2007, nobody knew what tough economic conditions laid in waiting. The ideas in the book, however, turned out to be a valuable resource for companies facing tough decisions necessitated by flat or reduced budgets. In this paper, we expound on some of the book’s ideas, and apply them to recession-era situations. We can’t predict the future, but we can better prepare you for it.

Strategies for Social Media Success
Anymore, social media is more than just a planning meeting agenda item. The phenomenon of social media requires constant exploration, dissection and critical thinking. Its benefits are completely unique from any other medium’s, and its capabilities are still being discovered.  In this paper, we’ll walk you through the state of social media, including recommendations on how to decide what social media program is right for you. Read through case studies, measurement techniques and budget considerations and learn how to make social media part of your brand’s messaging mix.