The Build Up

In the second half of this 2-part conversation, Simon Bowler — the North Yorkshire carpenter behind one of the biggest construction accounts in the UK — gets specific about the business of being a creator: what a brand deal actually costs you. He explains why he turned down countless tool brands for years and waited for Milwaukee, because once you pick up one battery you're in that ecosystem for your whole career — and why saying yes to one PPE or clothing brand quietly shuts the door on every competitor watching. He's blunt that content creation is a business, that money is most o...

Everyone in construction marketing tells you to “be authentic” — Simon Bowler is one of the few who’s held onto it with 700k people watching, and this episode is about how he’s done it, and whether that audience actually does anything for the business.

A former car salesman turned master carpenter who builds bespoke gazebos and garden rooms — with two Harrogate Flower Show Golds to show for it — he’s grown one of the biggest construction accounts in the UK by doing something simple: filming the work as he does it, and never pretending to be something he isn...

In this episode of The Build Up Podcast —Tom Milham of TCM Air Conditioning Services opens the books on how a one-engineer business actually finds work. He started his apprenticeship at 16 and went out on his own six years ago; today roughly 70% of what he does is subcontracted, and he is not afraid to say so. There is a stigma about it in the trade, and his answer is simple: he is feeding his family, the money is coming in and the customer gets a good service. What he and Dan pull at all episode is how you market yo...

In this episode of The Build Up podcast, Ryan Jones — managing director of SLG Agency, the construction marketing specialists now top of the CMA agency league table, and The Build Up's first-ever returning guest — comes back two years on to argue that AI is the biggest chance marketers have had to do the job properly. His problem with how the industry uses it: they reach for efficiency and more output, when the real prize is using AI to understand their audience well enough to earn a seat at the board table.

Ryan makes the case that efficiency and...

Hope you enjoy this flashback episode, originally aired 14 Oct 2024.

In this flashback episode of The Build Up Podcast, host Dan Moore, Creative Director at dissident creative agency, sits down with Ryan Jones, Managing Director of SLG Agency, to explore the evolving landscape of marketing in the construction industry. With over 12 years of experience at SLG, Ryan shares how his background in PR has influenced his approach to brand strategy and client services, emphasising the importance of positioning and audience understanding.

Dan and Ryan dive into the value of research and data-driven strategies to inform creative...

In this episode of The Build Up Podcast, Aaron Worrall — co-founder of Weather Wise Solutions, the family-run damp, mould and condensation specialists in Newcastle-under-Lyme — shares how he took the business from £4,000 and a kitchen table in August 2024 to £1.75 million turnover in its first year, now forecasting £3.5–4 million with a team of 33. It started with a £20-a-day Google Ads campaign a friend set up as a favour, on one condition: don’t touch it. From there Aaron leaned into the channels most trades sleep on — Google My Business, Google Local Services and Checkatrade — building a shop front rather than chasing leads.

Aar...

In this episode of The Build Up Podcast, Lee Fuller — a bricklayer of 21 years turned marketer and founder of Level Up Media (Trade Accelerator) — explains why almost everything tradespeople are being sold about lead generation has it backwards. He tells the story of building Thames Valley Brickwork from a standing start to £3 million of enquiries in year one on organic LinkedIn alone, with no paid ads, and how an accidental detour through film school and content-led marketing turned into a full-blown agency almost by accident. What sets Lee apart is his starting point: he’s a tradesman who learned marketi...

In this episode of The Build Up Podcast, Luke, the Walsall plumber and gas engineer better known as Blue Bulldog, shares how he turned a one-man plumbing and heating business into one of the trade’s most recognisable names on social media. He reflects on the early days of filming his work — from a boiler swap in the loft to a tap replacement done through the wall that racked up 2.5 million views — and how showing the job as it really is, mess and all, built the trust behind his following.

Luke discusses how he’s utilised Instagram, TikTok...

In this episode of The Build Up, Dan chats with Mark Morris, Marketing Manager at Thomas Dudley, recorded live at The Installer Show.

Mark shares how the 110-year-old British brand continues to stay relevant through loyalty-building with plumbers, standout product innovation, and bold marketing moves — including sending their Quantum siphon into space.

They also talk agency relationships, the power of a great brief, and how Thomas Dudley uses social media and reputation to connect with merchants and end users alike.

Whether you’re in-house or agency-side, this one’s full of takeaways for anyone...

In this episode of The Build Up, Dan speaks with Scott Jones, founder of Stair Guys, about how he's using artificial intelligence to radically transform his construction business. With a team of just three people, Scott has managed to generate over 6,000 website visitors a month, attract 20–30 qualified leads each week, and replace the equivalent workload of more than three staff members using AI tools that cost under £500 a month.

What’s most surprising is that Stair Guys doesn't manufacture staircases—yet they rank among the top four staircase companies in the UK thanks entirely to AI-driven SEO and con...

In this episode of The Build Up — the go-to podcast for marketing professionals in the construction industry — host Dan (Creative Director at dissident creative agency) welcomes Lee Wilcox, co-founder of On The Tools, for an unfiltered, inspiring conversation.

On The Tools has grown into one of the most influential platforms in the UK trades scene, with millions of followers across social media, a dynamic media arm, and deep roots in the construction community. But its success didn’t happen overnight.

Lee shares the full story, from his early career drifting between jobs to the late-night conver...

In this episode of The Build Up, host Dan, sits down with Russell Payne — third-generation

tradesman and host of The Talking Tradesman podcast — for an honest conversation about

the mental health crisis within the construction industry, and the role brands and marketing

can play in driving change.

Russell shares his powerful personal story: from growing up on the tools and running his

family painting and decorating business by 17, to facing struggles with mental health that

ultimately pushed him to become an advocate for change. What begins as a de...

In this episode of The Build Up, host Dan (Creative Director at dissident creative agency) sits down with Ben Russell — founder of Russell Interiors, part-time carpenter and decorator, full-time fireman and family man.

Ben started his business just 18 months ago, and in that short time, he’s been making a name for himself through smart, scrappy marketing and a whole lot of hustle. We dive into how he’s building up his brand while managing a packed schedule and what’s working for him as a startup tradesperson trying to stand out in a competitive market.

From F...

In this episode of The Build Up, host Dan, sits down with Dan Czerwinski, Sales and Marketing Manager at fischer fixings UK. They dive into the fascinating evolution of fischer fixings, a German brand, as it localised its marketing strategy to succeed in the competitive UK trade and DIY markets.

Dan shares his journey into the construction industry and the importance of understanding both sales and marketing. He discusses how fischer transitioned from a technical, product-focused approach to one that resonates with consumers, tradespeople, and DIY enthusiasts alike.

Discover how fischer’s rebranding, including new pa...

Derek Barrett, founder of Derek Barrett Design Limited, joins The Build Up to share his journey in bespoke furniture making and how social media transformed his business. Starting with a foundation course in Ireland and earning a BA in furniture design, Derek took an unconventional path into cabinetmaking. His early experiences managing large projects taught him valuable lessons about efficiency, investment in the right tools, and running a streamlined workshop.

In this conversation, Derek opens up about how Instagram became a game-changer for his brand. A single viral post reaching over 20 million views shifted the way he...

In this episode of The Build Up Podcast, host Dan, Creative Director at dissident creative agency, is joined by Craig Hancock, a freelance marketer with extensive experience in the construction sector.

We explore the challenges of marketing in construction, from branding and B2B strategy to the unique difficulties of selling services like facilities management and maintenance contracts. Craig shares insights from his work with Ignite Facilities, discussing how personalised marketing and real-world experience can help brands stand out in a competitive market.

The conversation also covers the role of health and safety in marketing...

The Build Up podcast is back with another deep dive into marketing in the construction industry. In this episode, Dan, Creative Director at dissident, sits down with Martin Fallon, Head of Marketing at Wera Tools UK to explore how the brand has set itself apart in the tool industry.

Martin shares his unique journey from professional sports to construction marketing, bringing fresh ideas and innovative strategies to Wera. He reveals how the brand has positioned itself as a premium player in the screwdriving market while fostering a strong company culture built on creativity and collaboration.

...

In this episode, Dan sits down with Scott Bagley (Scott DIY) to discuss his journey from marketing professional to full-time content creator in the home renovation space. Scott shares how he turned his DIY passion into a massive online presence, growing a loyal following on platforms like TikTok and Instagram.

Tune in for insights on overcoming content creation challenges, the power of storytelling, and strategies for building an engaged community. Scott also compares TikTok vs. Instagram and reveals how he’s used social media to grow his brand and connect with his audience authentically.

Follow Sc...

In this episode of The Build Up, Dan engages in a dynamic conversation with Alex Insley from Unilite, a family-run business that has evolved significantly over the years. Alex shares the journey of Unilite, which began in 1981 and has seen substantial growth under his and his sister's leadership, particularly by focusing on the construction trades. The discussion delves into the strategic shift towards direct-to-consumer sales, highlighting how this approach has revolutionized their business model, especially during the COVID-19 pandemic when traditional wholesalers faced challenges. Alex emphasizes the importance of data-driven marketing and influencer partnerships, explaining how they have built...

In this episode of The Build Up, Dan welcomes Mark Pearson, the UK and Ireland Country Manager for Beta Tools, a premium tool manufacturer with a century-long heritage. Mark shares his extensive background in the construction industry, highlighting his journey from sales to a hybrid role that encompasses both sales and marketing. The conversation delves into the competitive landscape of tool marketing, the importance of creating solutions rather than just selling products, and the evolving strategies Beta Tools is implementing to enhance brand visibility and engagement. Mark emphasises the significance of high-quality marketing materials and the need for a...

In this episode of The Build Up Podcast, Dan sits down with Liam Wood, better known as Liam the Plumber, to discuss his inspiring journey from full-time tradesman to becoming a prominent micro-influencer in the plumbing and construction space. Liam reflects on his evolution within the industry, sharing how his authentic passion for tools and brands, like fischer Fixings UK, Thomas Dudley, and STABILA, has allowed him to connect deeply with his audience.

The conversation dives into the importance of prioritising genuine engagement over follower counts, with Liam offering actionable insights on how tradespeople can build a...

In this episode of The Build Up Podcast, Dan welcomes Will Hickman, the Sales and Marketing Director of Ideal Bathrooms, who shares his insights on marketing within the construction industry. Will discusses his diverse background in home improvement and the challenges he faced upon entering the bathroom sector. He emphasizes the importance of effective marketing strategies in an industry that is often perceived as outdated and resistant to change. The conversation delves into the significance of data-driven marketing, the necessity of understanding customer behavior, and the value of transparency in client relationships. Will highlights Ideal Bathrooms' commitment to exceptional...

In this episode of The Build Up podcast, Dan has a dynamic conversation with Peter Sumpton, the founder of the marketing consultancy Build Different and the podcast Construction Disrupted. They delve into the unique challenges and opportunities within construction marketing, emphasising the importance of strategic planning over mere tactical execution. Peter shares insights from his extensive experience in the industry, highlighting how marketing should be viewed as a revenue generator rather than a cost. He discusses the need for businesses to understand their marketing objectives and the significance of thorough market research and positioning. The episode also touches on...

In this episode of The Build Up, Dan engages in an insightful conversation with Rob Lawton, affectionately known as the "King of Copper" and a key figure at Lawton Tubes, a family-run business with a rich history dating back to 1918. Rob shares his journey within the company, detailing his transition from sales to marketing and the strategic shift towards engaging directly with end users, rather than solely focusing on distributors. The discussion highlights the importance of social media in modern marketing, particularly how platforms like Instagram and LinkedIn have transformed the way brands connect with their audiences. Rob emphasizes...

In this episode of "The Build Up," host Dan speaks with Emma Stefanotti from Limitless EJS about marketing in the construction industry, focusing on influencers and content creators. Emma shares her background and insights on establishing fair rates, building genuine relationships, and the challenges faced by content creators. The discussion highlights the importance of engagement rates and the role of intermediaries in successful collaborations, offering valuable advice for navigating construction marketing.

Follow Emma: https://www.instagram.com/limitlessejs

This podcast is produced by dissident creative agency, the original disrupters of construction marketing. This podcast is...

In this episode of The Build Up Podcast, I had the pleasure of speaking with Mark, the owner of MJ Tiff Plumbing and Heating, who shared his remarkable journey from being a sole trader for over two decades to becoming a prominent influencer in the plumbing and heating industry. Mark discussed the challenges he faced during his transition to self-employment, including personal hardships and the initial struggles of building his brand through social media. He delved into his experiences with platforms like Instagram and YouTube, highlighting the importance of consistency, authenticity, and strategic content creation in growing his audience...

In this episode of The Build Up Podcast, host Dan Moore, Creative Director at dissident creative agency, sits down with Ryan Jones, Managing Director of SLG Agency, to explore the evolving landscape of marketing in the construction industry. With over 12 years of experience at SLG, Ryan shares how his background in PR has influenced his approach to brand strategy and client services, emphasising the importance of positioning and audience understanding.

Dan and Ryan dive into the value of research and data-driven strategies to inform creative decisions, the challenges of navigating client expectations, and the significance of brand...

In this episode of The Build Up Podcast, host Dan Moore, Creative Director at dissident creative agency, chats with Ollie Partington, Managing Director of Stabila UK and Ireland. Ollie shares his journey from marketing graduate to leading the UK arm of a renowned German construction brand. They dive into the shifting landscape of construction marketing and how market research has played a vital role in Stabila’s strategy to increase brand awareness and diversify its product range.

The discussion touches on the importance of building strong relationships with both retailers and end users, with Ollie emphasizing a ba...

Welcome to The Build UP.

Launching 14th October 2024