So what does an empty restaurant
have to do with marketing and selling design and construction
services and products?
Plan Ahead: October is Fire
Prevention month. Did you tie that in to marketing your services?
There was an opportunity to educate on life safety, building
materials, and other aspects of design and construction. There are
many other monthly observances, too. And, trade magazines have
editorial calendars that describe what their stories will focus on
each month – a chance to pitch your expertise.
Think outside your typical marketing
activities: Where can you position your business so clients can
find you? You attend networking events put on by chambers of commerce
and AEC trade organizations, but are you also capitalizing on social
media, where many of your potential clients and collaborators
congregate? Some of the top AEC companies are using Facebook,
Twitter, LinkedIn, and Google Places. Prospects can find your
competition there – where are you?
Extend Your Reach: Hey, the
economy has been slow. What non-profits could benefit from your
services at a reduced rate? Or could you provide consulting or
education on a particular building topic to an organization who may
need your services later?
Know your market: Read what
your clients read. If you provide construction or design services or
building products to hospitals, are you reading the periodicals,
website and blogs that are highly regarded by medical professionals?
If not, you're missing out on important information and industry
trends.
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