Last edited 19 May 2017

Marketing considerations for architects

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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).

Context B: Client and users:

  • 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:

  • Who are they?
  • How do we compare in terms of price and value?
  • How are we better?

[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