Four Reasons a CPD Series is So Important

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CPD (Continuous Professional Development) presentations, also known as 'lunch and learns' are among the most effective tools in a construction marketer’s arsenal. They provide you with up to an hour of your audience’s undivided attention, allowing you to discuss topics that genuinely interest them.

Early in my specification marketing journey, I believed that once I’d delivered a CPD, I could check that practice off my list and move on to the next one.

I soon learned that I wouldn’t succeed if I didn’t switch up my tactics.

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Here's what was wrong with my single CPD approach:

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Construction professionals are busy people!

The first challenge I ran into is that architects, designers, and other construction professionals are extremely busy. Wherever they are in the process, they have demanding clients, and you are one of hundreds of suppliers vying for their attention. They might give you a solid hour of their time, and they may remember you. But they might not, and they can be forgiven for that.

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You’re rarely talking to everyone

Another thing I discovered is that you’re rarely speaking to all the right people when you deliver your CPD. For instance, the key person may be on holiday, or in a meeting; or the person most important to you may be a senior professional who has already attended several entry-level CPDs on your topic. You can understand why they might prefer not to attend another. 

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Construction projects are long

While similar to the first point, this one is slightly different. Construction projects can be fast, but the ones you’re aiming to be specified on are typically lengthy. It’s not unusual for a project to last three to five years. During this time, people’s roles can change (e.g., through promotions), people may change jobs, and client requirements might evolve. A conversation you had a year ago might now involve a new lead architect, a different agenda, and a host of other changes.

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You have competitors

And that’s a good thing—they push you to keep innovating, to up your game, and to continue learning. But they can also sneak into your favourite architect’s practice and deliver a fantastic CPD. All of your hard work could be undone, and they might become the top-of-mind supplier.

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So what’s a CPD series, and how will it help?

Instead of relying on a solitary CPD that you try to deliver to every construction professional in your space, a series involves building several presentations around your core topic, taking your audience on a journey.

With careful planning, you can arrange to deliver your series of, say, four CPDs over four months, or even longer. Let’s revisit the points mentioned above:

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‍One: Busyness

In a fast-paced industry like construction, building trust and familiarity takes time. By delivering a CPD series rather than a one-off presentation, you gradually become a familiar face to your audience. Each session reinforces your presence and expertise, turning you into a trusted advisor rather than just another supplier. Over time, they’ll start to associate your brand with valuable ideas and reliable information. This consistency is key to standing out in their crowded schedule, making sure that when they do need a solution, your name is the first that comes to mind.

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Two: Catching the Missing People

In any given session, it’s unlikely that everyone who should hear your message will be present. People are on holiday, out on site, or tied up in meetings. By spreading your CPD content across a series, you increase the likelihood of reaching those who missed earlier sessions. Additionally, as your series progresses, you can tailor each presentation to address different levels of experience within the firm. For example, one session might focus on introductory topics, appealing to less experienced attendees, while another could delve into advanced content that draws in senior staff who might not have attended a basic session. This approach ensures that your message resonates with a wider range of professionals within the firm, increasing your overall impact.

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Three: Lengthy Projects

Construction projects are often long, sometimes spanning several years. During this time, the project landscape can shift significantly. Team members might be promoted, change roles, or leave the company altogether. Client requirements and project goals might evolve. By offering a CPD series, you provide ongoing value that adapts to these changes. Your presentations can evolve alongside the project, allowing you to address new challenges and opportunities as they arise. This not only keeps your brand relevant but also positions you as a partner who is committed to the project’s success from start to finish. When new team members join or existing ones take on different roles, they’ll see you as a constant, reliable source of expertise.

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Four: Competition

In any competitive market, staying top of mind is crucial. Your competitors are always looking for ways to edge you out, and they may offer compelling CPDs of their own. However, if you’re already delivering a series that your audience values, they’ll be less inclined to seek out or accept a presentation from someone else. Your series establishes a relationship built on trust and continuity and makes you harder to oust.

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Need help with your CPDs?

If you haven’t got a CPD, or you just have one and aren’t sure how to build a series, give us a shout.  We’re friendly and full of ideas!

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