The goal of the project’s marketing is to build trust, inform and expand the company’s brand recognition, as well as to integrate all employee activities into a single coherent narrative, which in turn, becomes the fuel for effective project marketing. Curious to see how to do it right? Read on to find out!
Marketing is an integral part of the stakeholder engagement process and includes different types of activities to gain financial, political, and public support at each stage of the project. According to a study by Le Coeuvere and Turner (2014), an investor may have to market a project, its product and its outcome at all stages of the project life cycle. So in this article, we will focus on showing which kinds of projects require marketing and when. We’ll also define project marketing objectives and the target as well as show a few popular project marketing tools.
Project marketing is definitely for large infrastructure projects like highway, railroad, port, and airport construction. During the project initiation phase that needs to garner support for the original concept pitching various parties, as well as raise funds for feasibility studies. For construction projects, investors also need a political endorsement to convince the government and the public to see the need for the project.
On the other hand, the goal of marketing smaller projects concerns informing, educating and inspiring audiences, i.e., raising awareness of the project and its role in the organization and the local community.
The main goal of marketing the project is to build awareness of its existence and gain support within and outside the organization. The activities aimed at achieving it falls into these categories:
Marketing the project is targeted to all project stakeholders, including:
However, its goals are different depending on the group of stakeholders it targets. For example, investors need support for a project to ensure its financial success and performance within budget. You can obtain endorsement through effective marketing campaigns and media attention.
Customer-facing marketing aims to demonstrate the value of a project to customers so that they want to take advantage of it or the services it provides. By marketing the project, you can show the product or service’s benefits and convince customers to purchase even before the project’s completion.
Project marketing can also motivate project team members and demonstrate how their work influences the overall project. This will make employees more engaged and more willing to take on additional activities to achieve the goal.
The Project Manager should think about the marketing of the project as early as the project initiation stage, and both its digital and analog forms. The channels of communication require each tailoring to appeal to the stakeholders. To get the job done right, many project teams delegate marketing responsibilities to external agencies or contractors.
Here’s a list of the most versatile communication channels for project marketing:
Project marketing is an integral part of any project implementation. Although sometimes overlooked, its value lies in building trust, benefiting the community as well as contributing to the integration of all activities. To make the best of it, define the project’s marketing objectives, and the target stakeholder groups, and carefully pick the right communication tools and channels.
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Author: Caroline Becker
As a Project Manager, Caroline is an expert in finding new methods to design the best workflows and optimize processes. Her organizational skills and ability to work under time pressure make her the best person to turn complicated projects into reality.
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