Marketing considerations for architects
This article needs more work. To help develop this article, click 'Edit this article' above.
Contents |
[edit] General
- 3 Key elements: image, context and promotion
- Where we are, where we want to be, how we get there and have we got there.
- Balance expectations with the reality of operating environment.
- Needs to be integral to the business plan
- A wider audience = more business = more profit.
[edit] Image
- Image, branding and marketing mix
- Define and position yourself in terms of price, place and product.
- What image do we want to have?
- What values do we espouse?
- What is the USP?
[edit] Context
Context A: Environmental scanning:
- Factors: STEEPLE (Social, Technological, Economic, Ethical, Political, Legislative, Environmental).
- With respect to SWOT (Strengths, Weaknesses, Opportunities and Threats).
- Understand them. Improve your brand and product to their needs to give more value.
- Client surveys.
- Focus groups.
- Informal evidence and conversations.
Context C: Competitors:
[edit] Promotion
Critical to deliver Return on Investment (ROI) and must be targeted:
- Direct advertising.
- Personal recommendation.
- Editorial content.
- Social media.
- PR.
[edit] Find out more
[edit] Related articles on Designing Buildings Wiki
- Architectural publishing.
- Brand guidelines.
- Constructing a three year strategic marketing plan.
- Digital marketing for the construction industry.
- Embedding successful key client management.
- Market segmentation.
- Marketing audit.
- Marketing planning.
- One-year tactical or operational marketing plan.
- Search engine optimisation / Optimising your article for search engines.
- Self publishing for architects.
- Technical notes on architectural publishing.
- Using publishing to optimise real estate projects.
- Winning work.
- Writing technique.
Featured articles and news
One of the most impressive Victorian architects. Book review.
RTPI leader to become new CIOB Chief Executive Officer
Dr Victoria Hills MRTPI, FICE to take over after Caroline Gumble’s departure.
Social and affordable housing, a long term plan for delivery
The “Delivering a Decade of Renewal for Social and Affordable Housing” strategy sets out future path.
A change to adoptive architecture
Effects of global weather warming on architectural detailing, material choice and human interaction.
The proposed publicly owned and backed subsidiary of Homes England, to facilitate new homes.
How big is the problem and what can we do to mitigate the effects?
Overheating guidance and tools for building designers
A number of cool guides to help with the heat.
The UK's Modern Industrial Strategy: A 10 year plan
Previous consultation criticism, current key elements and general support with some persisting reservations.
Building Safety Regulator reforms
New roles, new staff and a new fast track service pave the way for a single construction regulator.
Architectural Technologist CPDs and Communications
CIAT CPD… and how you can do it!
Cooling centres and cool spaces
Managing extreme heat in cities by directing the public to places for heat stress relief and water sources.
Winter gardens: A brief history and warm variations
Extending the season with glass in different forms and terms.
Restoring Great Yarmouth's Winter Gardens
Transforming one of the least sustainable constructions imaginable.
Construction Skills Mission Board launch sector drive
Newly formed government and industry collaboration set strategy for recruiting an additional 100,000 construction workers a year.
New Architects Code comes into effect in September 2025
ARB Architects Code of Conduct and Practice available with ongoing consultation regarding guidance.
Welsh Skills Body (Medr) launches ambitious plan
The new skills body brings together funding and regulation of tertiary education and research for the devolved nation.
Paul Gandy FCIOB announced as next CIOB President
Former Tilbury Douglas CEO takes helm.