Structured work before, during and after: ‘Nordbygg is a strategic tool for our growth’
2022-09-15
‘Hi, do you know about Byggfakta?’ Peter Åhs, marketing and business developer, has exhibited at all the Nordbygg fairs since 1998. Here, he shares some of his best tips for how Northern Europe’s largest construction fair becomes a tool for growth.
– A fair is a great investment that we want a return on. The result of our engagement is quite measurable and the decision to partake is always very simple, says Peter Åhs.
Peter Åhs, marketing and business developer at Byggfakta Sverige has worked at Nordbygg every time since 1998, when he worked at Sverige Bygger (Sweden Builds). Coming into the 2000’s, he has also been responsible for almost all fair investments, such as stands and extracurricular activities for both companies.
Byggfakta’s operations have developed over the years. Growth, both organic and in the form of acquisitions, has been strong to say the least, both in Sweden and internationally. From the foundations as a research and knowledge company, the group now provides information and data that a large part of the construction sector bases its decisions on, among other things in areas such as sales, marketing, and strategy and market insight.
Decide who you want to meet, then do it
– Nordbygg has become a very important part of our market blend. Just like many others, we at Byggfakta are working largely through phone and web meetings. Meeting up in real life is all the more important when it occurs.
– There’s no other place where we can meet so many decision makers, and the ones who are right for us, in such a short period of time such as Nordbygg, says Peter Åhs.
Byggfakta’s head office has been located in Ljusdal for many years. Nowadays, the company is present in several locations both in Sweden and internationally.
– A large part of our staff go to visit Nordbygg. It is important to our culture and creates pride and a sense of community. Our new employees learn the industry, they get a feel for it by seeing the enormous range and meeting all the different actors working in the construction sector.
Peter explains that Byggfakta always invite their existing customers and suppliers. It is a part of strengthening the relationships and an excellent opportunity to have them meet more colleagues, especially if those are new to their posts.
– Many exhibitors are our customers. Even the entrepreneurs in construction, electricity and HVAC, those are our largest customer groups, so we really want to see them.
Create a structured process for execution and follow-up
‘Hi, do you know about Byggfakta?’ That’s how the dialogue typically starts, often in the aisle outside the stand when you have eye contact with passers-by. If the answer is yes or no determines the further conversation.
Peter says that they have a structured plan for finding out needs and wishes and what Byggfakta can do for them, based on what they are working with and if they are customers or not,
– As soon as we get back, we allocate the contacts and start systematically working on our leads. The business that Nordbygg 2022 generated already in June shows that our participation paid off, but we still have tenders out for many times more than that. Since everything is so clearly measurable, the decision to take part is easy, Peter says.
Involve everyone so they know what’s at stake
However, working towards a fair starts long before its execution.
– The basis for taking part is laid already in the budget work the year before. That’s when we plan it all, set the purpose and carefully go through why we should be at Nordbygg.
When the decision is made, we go through which brands and services we want to highlight, how to prioritise and what the message is.
The process is very structured and involves all the staff who are travelling there, both as visitors and to work on the stand.
– A fair is a great investment, and we want a return on that. Everyone should know why they are there, what the purpose is and how to behave, Peter says.
He explains that this year was especially fun, with lots of new employees who had never been to a fair before due to the pandemic.
– They had tips from more experienced colleagues, none of us gets to hide behind the stand if that’s what they thought. Unfortunately, I see some examples of that in the halls and it is a shame that those exhibitors haven’t prepared their staff better. We are at the fair to meet people and find out how we can be useful to each other, not hang around with colleagues or stare down our phones, Peter says.
Be active - even in a recession
Peter explains that Nordbygg 2022 was one of Byggfakta’s best years.
– We went public last fall and brought several new brands and services and so had a lot to offer.
– I have personally gone through all the leads and we really hit the mark when it comes to developers, construction consultants and construction companies, people who were exactly the right target group for us.
With a looming recession, Peter Åhs emphasizes the importance of marketing and says that there is research to back that up.
– When things just run smoothly, maybe the sales and marketing organisation isn’t quite on their toes. In my experience, you have to be careful which brakes you pull.
– The services we provide become even more important. We help our customers to find business opportunities and get market insight. To ply developers and submit tenders is very costly. That’s where our services and our information is an important decision-making basis, not least now during harder times.