Safety first: The role of connected technology on construction sites

Construction sites are inherently high-risk environments, where safety and compliance with regulations are vital. Advances in connected technology - such as smart PPE, sensor technology devices, and real-time monitoring software - are revolutionising how safety is managed in this industry.

These innovations not only help prevent accidents but also enable companies to stay compliant with ever-evolving safety standards. However, the transition from traditional methods to these advanced solutions isn’t without its challenges. Bridging the gap requires manufacturers to take an active role in educating buyers and end users about the benefits and capabilities of these technologies.

Connected technology is redefining safety management on construction sites by providing real-time data, insights, and alerts to workers and site managers. Some of the most transformative innovations include:

1. Smart PPE
   Equipped with features like integrated cameras, augmented reality displays, and sensors to detect impact or environmental hazards, smart PPE enhances situational awareness.
2. Wearable sensor technology devices
   These devices can monitor worker’s health conditions as well as environmental factors like temperature, heart rate, and location. Alerts can be sent when abnormal conditions are detected, enabling swift intervention to prevent accidents.
3. Real-time monitoring software
   Portable detectors and IoT-enabled sensors track hazardous conditions such as gas leaks, noise levels, or structural instabilities, allowing for proactive responses to potential risks.

The data from these devices not only safeguards workers but also helps make sure worksites are compliant with health and safety regulations. By maintaining digital records of safety metrics and incidents, companies can demonstrate how they adhere to standards, more efficiently than with manual processes.

Overcoming the barriers

Despite their benefits, the adoption of connected tech in construction is not universal. Many businesses rely on traditional safety methods due to:

• Cost concerns: Initial investments in connected technology may seem high, particularly for smaller firms.
• Lack of awareness: Decision-makers may not fully understand the capabilities or advantages of connected devices.
• Resistance to change: Workers and managers are used to traditional tools and may be hesitant to embrace the unfamiliar technology.

To address these challenges, manufacturers and tech providers need to focus on education and communication. Buyers need to see clear evidence the benefits and capabilities, understand how these tools integrate into existing workflows, and feel confident about their usability and reliability.

For Bosch, when we helped them launch a connected range of power tools, we gently persuaded tradespeople to modernise through an entertaining educational campaign approach called ‘Neandertool to Millennitool’  

How can education help drive adoption?

Manufacturers have a responsibility to clarify exactly what connected technologies are and do, and provide clear, actionable information to buyers. This can be achieved through:

• Product demonstrations and case studies: Real-world examples showcasing the impact of connected tech can help stakeholders visualise its practical application and benefits.
• Workshops and training: Hands-on training sessions can address user concerns and build confidence in using the devices.
• Collaborating with industry associations: Partnering with safety organisations and construction trade groups can amplify the message and establish credibility.

By making education a priority, manufacturers can empower buyers to make informed decisions and overcome resistance to change.

Promoting connected technology in your communications strategy

To effectively communicate the benefits of connected technology and drive adoption, a well-rounded marketing and PR strategy is essential. Here are some ideas:

Lead generation through educational content

• Host online webinars (live or on-demand) led by industry experts, focusing on the topic of improving safety compliance with connected technology.
• Publish in-depth whitepapers that explain the technology, its benefits, and implementation strategies, supported by case studies.

Content addressing the day-to-day

• Develop content tailored to the concerns of site managers, safety officers, and workers. Address common barriers such as cost, integration, and usability in blogs, videos, or FAQs.
• Share success stories of any teams who have adopted connected technology, highlighting measurable improvements in safety and productivity.

Build trust through conversations and demonstrations

• Conduct focus groups or site visits to better understand the pain points and questions of those working on the ground.
• Use surveys or interviews to identify barriers to adoption and address them in future product designs or marketing efforts.
• Showcase connected devices in action at industry events. Live demonstrations can provide hands-on experiences and spark conversations with potential buyers.

Targeted PR Campaigns

• Pitch stories to trade publications, emphasising how connected technology aligns with industry trends like sustainability, digital transformation and compliance.
• Collaborate with influential voices in construction safety to advocate for these tools.

The success of connected technology adoption depends not just on marketing but also on fostering open conversations with the end users. Engaging workers, site managers, and decision-makers in meaningful conversations about their needs, concerns, and expectations is crucial. These insights can guide the development of user-friendly solutions and ensure that messaging resonates with the target audience.

For example, a manager might question the ease of integrating a monitoring device into existing systems. Addressing these issues transparently can build trust and remove the obstacles in their mind to adoption.

We recently worked on a campaign with MSA Safety which was aimed at helping industry professionals better understand the capabilities and benefits of their connected working products and software. Through various thought leadership activities, MSA were able to reassure audiences, educate them on the adoption process, and reduce their reluctance to digital transformation.

Conclusion

Connected technology has the potential to transform construction site safety, offering real-time insights that save lives and ensure compliance. However, its adoption hinges on more than just an innovative product - it requires a commitment to education, open communication, and strategic marketing.

By prioritising these efforts, manufacturers can help businesses embrace the future of safety, turning connected technology from a nice-to-have into a must-have on every construction site. The result? Safer workers, streamlined compliance, and a smarter approach to risk management.

Want some support in educating your audience on your innovative product or solution? Contact Rachel Arquati to find out how Clear B2B can help your business.

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