FMs (Facility Managers) are a tough nut to crack. They rarely answer phone calls. Many of them don't meet with manufacturer reps. Our research has shown that 43% of them never meet with reps in any given week.1 Yet we know that thousands of FMs are specing and buying products — a lot of products. Additional research we’ve conducted has found that 72% of FMs are planning new construction or renovation projects in the next 12 months.2 And these projects are big, really big. The average annual spend on new construction/renovation projects will be $6,400,000.1
So how to you get in the door and get your products in front of FMs?
I’ve got your back. I’ll provide the answers. Next month I am conducting a new research study on how suppliers can more effectively market to facility managers. I’ll be looking at the FM industry’s content consumption needs, and will ask such questions as:
- What channels are best for your content consumption (i.e. white paper, eNewsletter, webcast)?
- What advertising tactics are most effective for manufacturers?
- What are the most valuable sources for obtaining information to help you specify, recommend or purchase products?
- When is the best time for a manufacturer to provide you with information to help you make an informed buying decision?
- How to get an FM to register for your content.
- How you can get an FM to engage with you at a trade show or industry event.
Results of this research study will be released and available in the 1st quarter of 2019. In the meantime, I am conducting “flash” research and will include findings in future blogs. The tool I’m using for this flash research is a new website polling feature on FacilitiesNet that enables me to quickly and easily gather fast data and insights into the buying process of facility managers. You too can take advantage of this FM polling capability. It’s a low-cost way for you to stick your toes into the research waters and get a quick read on market intel. Click here for details.
I’m working on the Marketing to FMs survey right now. If you have some specific questions or issues you want me to address, call or email me. I’d be glad to consider adding them to the research study.
1 Role of the Buying Influences in New Construction/Renovation Projects
2 2018 Report on the Brand Selection Process of Facility ExecutivesFacilities Management Marketing Blog Home