Marketing considerations for architects

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[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

• 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.