Caletti Construction has always embraced new technology. By way of example, the Mill Valley, Calif.-based builder had its own Web site back in the early 1990s, well before most people even knew what the Internet was. Its latest marketing strategies—a pocket-sized CD, known as a rink CD, and an on-site Webcam—are no exception.
The CD is about the size of a business card, and it acts like one, too. “It’s a handshake, hello, how-are-you,” says president John Caletti. The architects and past clients who receive it are his main source of job referrals. When they open it up, they find images of completed Caletti projects, a voice-over description of the company, and a 40-second movie showing employees hard at work, all backed by an instrumental theme song purchased from an online soundtrack licenser. The CD is easy to use—it works in a standard CD/DVD drive—and fits conveniently into a regular Rolodex. Marketing manager Beverly Garine produced most of it in-house, including the photos, voice-over (performed by a Caletti site superintendent), and movie.
The on-site Webcam started as a one-time deal on a project with an out-of-state architect. Caletti was so pleased with the results that he’s setting one up on another site and hopes to have three going by the end of the year. “It’s great for conference calls, or when we have a client who doesn’t live nearby or who travels a lot,” he says. The cameras, which are protected by birdhouse-like containers mounted on poles, film a streaming video of the project in real time. In addition to the extra security they provide, they also facilitate communication among the contractor, subs, architect, and client, who can each call the video up on their computers anytime they want. Caletti ultimately envisions a wall filled with screens transmitting Webcam data on every Caletti Construction project.
The Webcam and rink CD aren’t the only pieces in the company’s marketing plan. Garine puts together a newsletter four times a year, as well as keeping the Web site up-to-date. But the high-tech touches add polish to the program. “The segments of our marketing plan work together in a synergistic fashion,” says Caletti. “The goal is to show a company on top of things.
Caletti Construction, Mill Valley, Calif.
Type of business: custom builder/remodeler
Years in business: 17
Employees: 40
2003 volume: $9 million
2003 starts: 12
