Time Lapse, Timelapse, or Time-Lapse …. let’s settle this.
September 8, 2016
Erika’s journey into marketing began with a spark of curiosity and a passion for understanding the forces driving business growth. As the Head of Marketing at Evercam, she leads innovative strategies that elevate the brand and transform the construction technology sector. Here’s her story.
My passion for marketing started during my first internship as a lead generation executive for a B2C company. During that experience, I discovered the dynamic and impactful nature of marketing in a business. What I love most about marketing is its constantly changing nature, which keeps things exciting and challenging. I love adapting and coming up with new ideas.
Overall, I’m really happy with this career. It has allowed me to develop a wide range of skills, and each campaign is an opportunity to learn something new and contribute to the bigger picture, which I find truly fulfilling.
In the construction industry, long-term benefits and reliability are highly valued. This means our marketing strategy must focus on practical and strategic advantages that can last in the long run—adding another layer of complexity to our efforts. Also, being a woman in a senior role in a foreign country presents its own set of challenges. The construction industry remains predominantly male, and breaking into this space wasn’t easy. I’ve had to overcome numerous barriers and earn trust, often as the only woman in the room. It required great resilience and confidence in my expertise to push through stereotypes and prove my worth.
While marketing for the construction industry is challenging, it’s also incredibly rewarding. Bridging the gap between traditional methods and modern solutions demands a creative and strategic approach, making each success even more meaningful.
What I love most about Evercam is the strong sense of belonging and the company culture. It’s been an amazing journey to be with Evercam for the last six years, watching it grow from its early days to becoming a global powerhouse. Seeing the company evolve and knowing I’ve played a part in that journey is incredibly fulfilling.
Another aspect I really appreciate is the opportunity to bring new ideas and test them out. It’s refreshing to know that you have the freedom to innovate and your creativity is valued.
Overall, the combination of a supportive culture, the chance to make a real impact, and the management of an incredible team make Evercam such a great place to work.
Another aspect I love is teamwork. Construction projects bring together diverse/multiple professionals—architects, engineers, project managers, and labourers—working towards a common goal. There’s a great sense of collaboration and shared accomplishment when you see the finished product.
On a broader scale, it’s incredibly rewarding to be part of something that physically shapes our communities and environments. Knowing that our work can have a lasting impact and serve future generations is highly motivating.
I started at Evercam as the first marketing person in a team of one. From the start, I felt I could make a real difference. A standout moment was when I built the video team from scratch, turning it into a powerful resource and a revenue-generating department. This was a huge milestone for me in terms of managing and leading people to achieve great things.
Over the past few years, shaping the content and video teams has been a significant part of my role. Seeing these teams grow and thrive has been incredibly rewarding. Leading a marketing team of 17 people is a testament to hard work and dedication. Looking back, it’s amazing to see how far we’ve come and to know that I played a significant role in that journey.
First, having a clear strategy and goals is crucial. We need to know exactly what we’re aiming for, whether it’s boosting brand awareness, generating leads, or driving sales. Clear, measurable objectives help everyone stay focused and aligned.
Next, keeping the team connected is essential. Regular check-ins, team meetings, and constant communication make sure we’re all on the same page and can tackle any issues early on. Good communication is the backbone of successful teamwork.
Another key aspect is investing in the team’s growth. Offering training opportunities and promoting continuous learning keeps everyone motivated and up-to-date with the latest trends.
Most importantly, our focus is always on our customers. Understanding their needs and preferences helps us create marketing strategies that truly resonate and add value.
Evercam has grown from providing construction cameras for time-lapse videos to becoming the market leader with its Construction Visibility Platform. It’s been amazing to be part of this journey. Our marketing team has played a significant role in communicating these changes, such as highlighting our new site capture solutions and advanced monitoring technology, using multiple channels like social media, newsletters, and industry events. Also, collaboration with our product and customer success teams has been key to tailoring our messaging to meet customer needs and reflect Evercam’s technical capabilities.
It’s all about telling real stories and making our customers the protagonists of our work. I always tell the team that they are the superheroes, and we are the real-life Robins. Making sure our customers are the stars is the first step to creating great content.
Visual progress is key, and time-lapse videos are a fantastic way to capture the progress of a project over time. They look impressive and provide a clear, visual representation of the work being done, showcasing efficiency and scale.
Every project has a story—from the initial planning stages to the final build. Crafting a narrative that includes the project’s goals, challenges, and successes takes the audience on a journey and makes the content more engaging. Highlighting the human element is essential. Construction is ultimately about people—whether it’s the workers on the site, the clients, or the communities benefiting from the project. Focusing on the human aspect makes the content more relatable and emotional.
Finally, it is important to keep the content concise and focused. Construction professionals are often busy, so ensuring the videos are informative yet concise helps retain their attention. Also, seeing our videos on LinkedIn is just amazing!
Time-lapse videos are an invaluable tool for construction companies. We offer our customers our Time-lapse Pro service, which includes professionally edited videos that highlight key milestones. By focusing on significant construction stages like groundbreaking, major structural completions, and finishing touches, companies can effectively tell a visual story of the project’s development and the critical milestones achieved along the way.
Incorporating these videos into your marketing materials and presentations adds a dynamic element that can be very compelling. They work great on your website, social media, and during client meetings, showcasing your capabilities and expertise in an informative and engaging way.
Sharing time-lapse videos with stakeholders, including clients, investors, and the community, keeps everyone informed and engaged with the project’s progress, building trust and transparency as stakeholders can visually see the progress being made.
If you could go back in time and give advice to your younger self just starting out in marketing, what would it be?
If I could go back in time, I would tell myself to enjoy the journey and embrace continuous learning. I’d also emphasize the importance of building strong relationships, both within your team and with clients. Networking and collaboration are key.
I would also remind myself to always be kind to others and myself, and to keep a smile on my face—which I always do!
I love discussing new trends, especially in innovation. Listening to podcasts is one of my go-to channels for personal and professional growth. There’s so much amazing, free content out there that I often wish I had a few more hours in my day just to consume it all. By staying curious and proactive in my learning, I ensure that I’m always evolving and staying ahead in my career.
