It's no news that the economy has put a damper on new construction the last few years. Despite a slow down on the construction front, contractors still command significant control in terms of spending.
Residential contractors spent an estimated $25 billion on building products last year and are expected to spend $4.6 trillion by 2015, but marketers who want to capitalize on that growth will have to navigate an increasingly complex and fragmented customer base, according to a new study recently conducted by Point to Point. Also during the downturn, we've seen a shift in demographics among contractors.
“With the profound shift the industry has encountered over the past few years came a division of the contractor audience,” said Aylie Fifer, V.P., account director for Point to Point. “insights into how these segments have emerged, how they are absorbing media, and the technology they are using is critical to the success of manufacturers who want to market to contractors. You can’t talk to them the same way you did 5 years ago because the landscape has changed.”
Read the news story and learn more about this shift in our latest white paper Best Practices for Selling Building Products Through Contractors.
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