Assignment 12 - Figuring Out Buyer Behavior No. 1


  1. The segment that I will focus on is contractors and manufacturers that will primarily collaborate to gather documentation for material credits on LEED and other sustainable accreditation processes.
  2. I reached out to three people.  Jack McDonald, a former coworker who now works for a large construction company that is involved in sustainable construction.  Mitch Bledsoe, a representative for Hilti, a large scale manufacturer of construction products, and my coworker, Aaron Rogers, who is LEED AP certified and has achieved LEED certification on multiple projects.
  3. The need exists the most in preconstruction when the project sustainability requirements are being discussed.  The team typically gets together to plan the best way to go about accreditation and divides up credits to each party.  The need becomes most salient in this time, when the contractor or others would search Google for "how to gather documents for LEED certification" or "what is required for LEED credits".
  4. Based on the interviews, they have all experienced sitting through this initial meeting where a plan moving forward becomes prevalent.  A good way to market this product would be through common software used by these parties.  One of the largest construction management apps used to date is Procore, and marketing the product through software like this would put it in the face of many contractors as well as other parties prior to these meetings being arranged (note: Procore & other apps are used to set up agendas and track minutes for meetings, so this would be an effective method to make the product known to contractors).
  5. My findings are that Google alone will likely not be the best method to connect my product to these users, but also through marketing the product through closely associated websites like leedonline.com, procore.com, usgbc.org, etc.
  6. My conclusions of the interviews result in causing me to realize that my best marketing scheme may not initially be through Google, but through other websites, apps, and software that these parties use regularly.  If my idea were supported by websites such as USGBC (the organization behind LEED), Procore, GreenGlobes, etc., which would provide links to my website, then that would create the most volume to reach out to these users.  Professional social media such as LinkedIn would also be an effective method.

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