Use Jobsite Cameras for Construction Marketing
By Ken Pittman, Construction Executive
To generate great word of mouth about projects, construction companies need to get more eyes on them. People are visually oriented by nature. Seeing is believing.
How does a company get those eyes on the projects? Hiring a professional photographer to document commercial construction projects is one option—an expensive option—but the right marketing tool for the job is already in place on many construction sites around the country.
Contractors have increasingly turned to construction cameras to provide 24/7 onsite monitoring capabilities for their jobsites. These powerful cameras can be used to take high-quality promotional photos of projects. They can also help showcase work through live images, streaming video and historical time-lapse images.
From traffic cams to broadcasting the antics of animals in a zoo, the public seems to have a fascination with live streams from internet-enabled cameras. Jobsite cameras can give contractors the ability to stream their own live feeds on the web, allowing potential customers and the public a crane’s-eye view of projects.
MARKETING ON THE WEB
To increase their visibility in the marketplace, construction companies must go where the eyes are. Currently, that’s social media. Sharing visual content is an easy and effective way to grab attention. According to research, video generates 1200 percent more shares on social media than photos or text.
Done right, social media can turn members of the public into brand ambassadors for a company. If a camera’s software interface has built-in social media sharing features, photos can be easily sent to platforms such as LinkedIn, Facebook and Twitter or shared through email.
Time-lapse videos are another useful marketing tool. Construction cameras can condense the whole timeline of a job—from groundbreaking all the way to completion—into just a few, fascinating minutes of footage. The videos can be hosted on company websites or even used as attention-grabbing promotional tools at trade shows.
IMPORTANT CAMERA FEATURES
Construction cameras are not identical. They can vary dramatically in function and performance. Fixed-position cameras offer a wider field of view individually while robotic pan-tilt zoom cameras provide 360-degree coverage of a site.
When it comes to camera resolution, there can be a trade-off between fidelity and performance. If resolution is too low, images will lack acceptable levels of detail and sharpness. If the resolution is too high, the large file sizes will slow the responsiveness of the camera. The optimum range is between five and 20 megapixels.
Other features to look for in construction cameras include:
- Live images;
- Live streaming video;
- Customizable time-lapsing; and
- The ability to embed the camera feed into a website.
For marketing purposes, a camera feed that cannot be easily shared might as well not exist. Look for construction cameras with live feeds that can be easily accessed from smartphones or other mobile devices. Pulling up footage from a live camera during a meeting or lunch is a great networking tool, allowing colleagues or clients to showcase specific projects to interested parties.
SUMMING IT UP
In a visual world, construction companies must consider how to market themselves visually. With options including time-lapse photography, high-definition images and live streaming, construction cameras can give businesses the tools to do so cost-effectively.