Good technical information is the most vital ingredient in the working diet of construction industry professionals. It is the foundation of the decision-making process in design and construction. Research shows consistently that specifiers want and are strongly influenced by excellent technical literature. It is the key to selling into the construction marketplace.
Research also reveals that technical information too often falls short of meeting the needs of its target audience, even assuming the correct target audience has been identified in the first place*. It is estimated that construction product manufacturers waste £150 million annually on sub-standard technical and marketing literature.
The best technical information comes from an informed source. It reflects a detailed understanding of architecture, construction, the marketplace and the industry. It demonstrates an understanding of the ways in which construction products integrate and function within the build environment.
Good technical literature is a supremely practical and accessible information tool. It has ‘shelf presence’ and acts as a company’s ‘sleeping salesman’. It is a combination of reference source, corporate statement and marketing tool.
