Social Media Week iReport

VaNessa Thompson of www.nessabirdie.com submitted a creative, informative video for a CNN iReport. It highlighted the Lafayette Park meet-up in Detroit in September during Social Media Week sponsored by VaNessa, Kiana German of www.style-detroit.com, and Karen A. Davis of Building Industry Resources (me!). The topic was Virtual Communities: pursuing mutual interests, finding consumers for a product or service, encouraging interaction, and issuing calls to action.

Stay tuned for more information on our next meet-up.

List 5 Reasons to Hire You

How many different architecture firms can you name? How about interior design companies, construction companies, design-build firms, real estate professionals, or building products suppliers? Now, how many of them offer the same services (or products) that you do?

With so many service professionals to choose from, how does a prospect differentiate you from your competition? Give potential clients five reasons to choose you:

1. Identify your niche market - your specialty. You don't have to practice this market exclusively, but you should be able to identify what you're best at.
2. Identify your prospect's needs and fears, and let them know how you will ease their pain.
3. Explain your approach to problem solving.
4. Outline the unique backgrounds and experiences of your employees, focusing on their unique perspective in the building industry, and let prospects know how your employees will be part of the solution.
5. If I gave $5000 to you and three of your competitors, how would your solution to my problem be different?

Crossover Artist

We see it often in the entertainment industry: actor becomes singer; athlete becomes actor; singer becomes producer; producer becomes music industry mogul.

Why do we in the design and building industry feel that once we choose a career, we’re locked into it for life – destined to do the same thing year after year until we retire? Through your college education, on the job training, years of work experience, volunteering and hobbies, you've gained a host of transferrable skills, and most likely, an insight that others may not have. How can another segment of the building industry - or even a completely different industry - benefit from your experience?

Desktop Brown Bag Lunch: Marketing in 3 Minutes or Less with an Elevator Pitch‏

Most of us have attended a "Brown Bag" or "Lunch 'n' Learn." Food is provided in your office by the presenter - or you bring your own - and you spend your lunch hour listening to them promote their product or speak to you about a topic related to your profession. Well, at this Brown Bag, you'll provide your own lunch, and spend the hour dedicated to the promotion of your company or career. Building Industry Resources will provide your with the topic, an informational article or slideshow as a guide, and an example to assist you in completing your task. After you read the information, spend the remainder of the time working on your marketing, concentrating on how you will promote YOU or your business. Want feed back? E-mail me at kadavis@buildingsource.net or at the Twitter or Facebook links to the right.

MARKETING IN 3 MINUTES OR LESS: THE ELEVATOR PITCH
By Karen A. Davis

Recently, I attended ACE’10 (Annual Collaboration for Entrepreneurship) in Ann Arbor, Michigan. There were workshops and exhibitors, and of course, many professionals with whom to meet and network. One of the highlights of the evening (along with the delicious brownies) was the Elevator Pitch Competition.

Elevator Pitch Competitions are quite popular now. If you Google the phrase, you’ll find pages of competitions to enter. An elevator pitch gives the listener an overview of your product, service, or business idea in, typically, 30 to 60 seconds (although, the ones I heard at ACE’10 were three minutes long). The business owner delivering the pitch may be wooing a potential client or may need financing from an investor for start-up or business building.

The elevator pitches presented at ACE’10 were given by six business people, each the CEO or COO of their respective technology, environmental or medical-based businesses. They presented their speeches on stage to a panel of four judges – all venture capitalists – and an audience of nearly 1000 people.

What would you say if you met a potential client or employer in an elevator? How would you define your business in 60 seconds if you were in front of an audience of potential investors or clients? The opportunity for you to showcase your business and qualifications to one person or millions occurs every day – at the coffee shop, the grocery store, a networking event, or through Internet social networking.

Who is your target client? Who could benefit from your services or skill as an employee? Your elevator pitch should be brief – you only have a few seconds to capture and keep the attention of your audience. What is their problem, and how will you solve it? Your solution should be unique. And, finally, request a follow-up meeting to go into more detail about your business solution.

An elevator pitch can benefit you in five ways:
1. It allows you to develop your brand, defining your business in a descriptive, concise manner.
2. It defines who you are and the services and solutions you offer to your target audience.
3. It also confirms your brand identity in your mind. When you repeat it over and over again to yourself in the mirror in the morning and throughout the day, you become more confident as a professional and service provider.
4. It forces you to set yourself apart. As you develop it, highlight how your services differ from your competition’s.
5. Your concise message is then packaged for easier word-of-mouth transmission. Those who hear your business ideas or service offerings can pass them on to others.

YOUR TASK: Develop a two to three minute elevator pitch, and then extract 30-second, 60-second, and 90-second pitches that can be used to introduce yourself to a potential client or employer.


So, here’s my two-minute-and-20-second pitch:

My name is Karen A. Davis, and my business, Building Industry Resources, will encourage and assist you and your firm to reach your full potential. We consult exclusively with building industry professionals – architects, interior designers, builders and contractors, real estate and facilities professionals, and product manufacturing representatives – offering services to build business and promote collaboration across disciplines.

As a small- to medium-sized building industry firm, you need someone dedicated to promoting and building your business, freeing up your time so you can do what you love. Our services include:

Building Intelligence by keeping you abreast of the competition, project leads, products and materials information, and news that affect your business.

Building Support by assisting with non-core business operations and providing design, technical and documentation support services, including CAD.

Building Relationships by scouting networking and partnering opportunities, developing strategic marketing plans, and utilizing traditional and web-based communications for business development and public relations.

With over 20 years experience in architecture, construction, and facilities, I am privileged to have been on the architectural teams for some very prestigious projects – including corporate facilities, sports and entertainment, healthcare and multi-family residential project types – and I provided interior design and construction documentation for the largest building project in the U.S. to date. My direct experience in the industry and as an educator and entrepreneur has given me a unique perspective to the needs of the sole proprietor and small- to medium-sized business owner. I love encouraging people to do their best and fulfill their dreams.

Is your business all that you’ve dreamed it would be? Do you have the luxury of choosing your projects? Have you formally introduced yourself to potential clients and to the world? Are you taking advantage of the nearly-free publicity available to promote your business?

Building Industry Resources can be your marketing manager, publicist, and business coach. Now, tell me about you and your company.


Post your elevator speech on the Building Industry Resources wall on Facebook.

10 Steps to Successful Business Year

A new year causes most of us to stop and reflect on past successes and failures and what we want to accomplish in the next 12 months. You may have New Year’s resolutions or on-going goals. Honestly assessing your position in your field and thinking strategically about your where you want your business or career to be at year’s end will move you towards the goals you have for this year and beyond. The following ten steps will assist you in creating a written guide to follow throughout the year.

1. Review your goals from last year. Which did you meet and which ones did you miss? Decide goals that should be carried over into this year, and the ones that can be put aside for later or disregarded altogether.

2. What challenges or obstacles did you encounter last year? List how you dealt with them and the outcomes – whether you were successful or not – and how you will avoid them in the future.

3. Define your passion. What do you really want to be doing? Are you doing it, or is your current career or business taking you in the direction of your dream? If not, how can you reconcile what you are doing now with what you want to do?

4. Define your ideal client: What do they look like? Where do they live or work? How much money do they have to spend? What type of project will they present you with? What will your working relationship be like?

5. Research your competition – their clients, service offerings, and pricing – especially your number one competitor.

6. Define where your business will be in the next year. This, along with Step 7, will probably be the longest part of the process. Take some time to visualize how your company or career will look. Walk through a typical day. Outline the financials. Determine how you want to feel on December 31st.

7. Outline the steps to make your goals for the next year a reality based on your plans from Step 6. Begin with a general outline, and then get more detailed, developing a monthly worksheet or guide.

8. Make sure all of your marketing and public relations materials are consistent with the message you want to promote over the next year. Your business cards, brochures, website, and social networking sites should communicate your brand.

9. Identify three ways to meet and engage the clients described in Step 4. Define the meeting location. Work on an appealing opening line and your elevator pitch, and describe how you can meet their needs.

10. Find an accountability partner – someone who you know will hold you responsible and will question you throughout the year to make sure you follow through with your goals and objectives.

© Copyright – Karen A. Davis. All Rights Reserved Worldwide.

Thank You & Happy Holidays

In this season of celebration, I just wanted to express my appreciation for your support of Building Industry Resources. This year has brought new relationships and opportunities to connect and share information with thousands of professionals in a variety of ways. Whether you read our newsletters or blog, attended one of our workshops, downloaded our resource materials, emailed, connected on social networking sites, called, or contracted our services, communicating and working with you is truly a blessing.

Thank you! You are the reason Building Industry Resources exists – to encourage and assist you in achieving your business and career goals, empowering you to be the best.

Although this past year brought challenges to many, I am excited to think of the possibilities of 2010. The New Year promises new beginnings, innovation, and creative collaboration. Let’s look forward to an increase in projects, new partnerships, and business-building opportunities.

Wishing you peace, joy, great memories, and dreams fulfilled this holiday season and throughout the New Year!

Karen A. Davis
Building Industry Resources

Articles and Blog Posts for Building Industry Professionals to Write

As the New Year approaches, I’m sure you are re-evaluating business goals, strategizing to increase business, and readying yourself to welcome new clients as they request your services. You can utilize article writing to tell your story, define your service offerings, and market your business.

Resolve to position yourself as an expert in the building industry this coming year by writing articles and posting them on your website or to a blog. Let people know who you are and how you operate. Make yourself and your firm completely accessible to your clients and prospects, informing them of how you got to be where you are and why you are the right professional to meet their needs and solve their problems.

Here are topics to help you get started (two to four months worth of blogging):

16 Articles and Blog Posts for Architects & Interior Designers to Write

16 Articles and Blog Posts for Contractors & Builders to Write

16 Articles and Blog Posts for Facility Professionals to Write

16 Articles and Blog Posts for Real Estate Professionals to Write

16 Articles and Blog Posts for Building Products Manufacturers and Distributors to Write

As you complete your articles, send me a link at kadavis@buildingsource.net, and I’ll share them with my network.

Building Industry Resources can help your write, market, promote and distribute your blog and articles. We also work with you to build your business. See How We Help You and then Contact Us here or e-mail kadavis@buildingsource.net

16 Articles and Blog Posts for Building Products Manufacturers and Distributors to Write

1. Why did you choose to manufacture, distribute or represent your particular product?
2. Why should an architect or designer specify your product?
3. When did you determine that you product was not best suited for a project?
4. How do you collaborate with other building industry professionals on a project?
5. What or who inspires you?
6. Describe the best application or use of your product and where it is located.
7. Describe the best project you ever worked on.
8. Describe the project you are most proud of.
9. Give advice to those considering the application or use of your product.
10. Describe the relationship between product suppliers and designers or contractors and how the relationship can be improved to better serve the end-user.
11. What trends do you foresee for the design and building industry for the next five or 10 years?
12. What are the trends for your niche market for the next five to 10 years?
13. What makes you a leader in your niche market?
14. What organizations do you volunteer with and why?
15. Write a summary of the last workshop or conference you attended.
16. Describe your “aha” moment – the moment that changed your career.

16 Articles and Blog Posts for Real Estate Professionals to Write

1. How did you decide to become a real estate professional?
2. What or who inspires you?
3. How do you ensure good customer service?
4. How do you choose your clients?
5. Give advice to your clients and prospects to make for a smoother relationship.
6. What professions would make good business partners for sharing contacts and why.
7. Describe the best real estate transaction you ever conducted.
8. Describe the real estate transaction you are most proud of.
9. Give advice to those entering the real estate profession.
10. Give advice to improve the real estate profession or the building industry as a whole?
11. What trends do you foresee in real estate for the next five or 10 years?
12. What are the trends for your niche market for the next five to 10 years?
13. What makes you a leader in your niche market?
14. What organizations do you volunteer with and why?
15. Write a summary of the last workshop or conference you attended.
16. Describe your “aha” moment – the moment that changed your career.

16 Articles and Blog Posts for Facility Professionals to Write

1. How did you come to be a facility professional?
2. How do you collaborate with other building industry professionals on a project?
3. What or who inspires you?
4. How do you ensure good customer service?
5. Give advice to your clients to create a smoother relationship.
6. Give advice to other service providers to create a smoother relationship.
7. Write a review of your favorite building or space.
8. Describe the best project you ever worked on.
9. Describe the project you are most proud of.
10. How did your firm or department improve the operation of any particular facility over the last 12 months?
11. Give advice to those entering the facilities profession.
12. Give advice to improve the facilities profession or the building industry as a whole?
13. What trends do you foresee in facility management for the next five or 10 years?
14. What organizations do you volunteer with and why?
15. Write a summary of the last workshop or conference you attended.
16. Describe your “aha” moment – the moment that changed your career.

16 Articles and Blog Posts for Contractors & Builders to Write

1. Why did you become a builder or contractor?
2. How do you collaborate with other building industry professionals on a project?
3. What or who inspires you?
4. Write a review of your favorite building or space built by someone else.
5. Write a review of your favorite building or space built or worked on by you.
6. Describe the best project you ever worked on.
7. Describe the project you are most proud of.
8. Give advice to those entering the construction industry.
9. Describe the relationship between contractors and materials suppliers and how it can be improved to better serve the end-user.
10. What trends do you foresee for the construction industry for the next five or 10 years?
11. What are the trends for your niche market in construction for the next five to 10 years?
12. What makes you a leader in your niche market?
13. Describe your hobbies and how they may relate to the construction industry.
14. What organizations do you volunteer with and why?
15. Write a summary of the last workshop or conference you attended.
16. Describe your “aha” moment – the moment that changed your career.

16 Articles and Blog Posts for Architects & Interior Designers to Write

1. Why did you become an architect or interior designer?
2. Who is your favorite designer or architect?
3. What or who inspires you?
4. Write a review of your favorite building or space designed by someone else.
5. Write a review of your favorite building or space designed by you.
6. Describe the best project you ever worked on.
7. Describe the project you are most proud of.
8. Give advice to those entering the architecture and interior design profession.
9. Give advice to improve the architecture or interior design fields, or the building industry as a whole.
10. What trends do you foresee for architecture or interior design for the next five or 10 years?
11. What are the trends for your niche market for the next five to 10 years?
12. What makes you a leader in your niche market?
13. Describe your hobbies and how they may relate to architecture or interior design.
14. What organizations do you volunteer with and why?
15. Write a summary of the last workshop or conference you attended.
16. Describe your “aha” moment – the moment that changed your career.

Pre-Qualify Your Prospects

When business slows and funds are trickling in, it’s tempting to just take the next project that comes along to keep operations flowing. But will that project be worth your time and effort? Do some planning before accepting just any client or project that comes calling.

- What are the characteristics of your ideal client? Think back to those clients with whom you have enjoyed working in the past.

- What’s your ideal project? For instance, if your focus has been on educational design, you may not want to take on a residential remodel.

- What is your work style? If you have a short attention span, reconsider that year-and-a-half-long project (unless you can get yourself to think of it as several smaller projects). You don’t want to get bored and end up giving your client less than your best.

- How do you relate to people? Say you’ve determined that the prospect who calls several times a day will turn into the client who asks for daily progress reports. If you’re not a good hand-holder, maybe you should consider referring that prospect to someone else.

Resolve that it is okay to keep a list of business partners to whom you can refer prospects if you don’t think they’ll be a good fit for you. Your partners should do the same for you.

Is pursuing that project worth the effort?

It’s a money-making (and saving) Monday.

Have you ever considered how much it costs you to pursue a client before an agreement is signed and before the actual project begins? Consider the following to save time and money and avoid frustration:

- Determine the average number of meetings – including phone meetings – it takes before you sign an agreement. Can the number be reduced?

- Ask your prospect if they are qualifying other professionals for the job. If they are, ask for names and research your competition so you can position yourself as the best candidate.

- Prepare a list of questions to determine if your prospect is really ready to begin their project.

- Explore ways to win the project without providing work product (sketches, cost estimates, etc.) before signing an agreement.

Do-it-yourself Career Tactics

I’ve met lots of good people lately. Good, talented, hard-working people who are looking for jobs or consulting opportunities, and some who may have temporarily thrown in the towel.

In the face of lay-offs, downsizing, unemployment and underemployment, a professional has to continue to move forward – and that means setting the wheels in motion to create his or her own career opportunities.

What services do you offer? Tell everyone you know. If they can’t use them at the time, they may know someone who can. (Send me an e-mail at kadavis@buildingsource.net so I know, too.)

Network and keep in contact with positive people, sharing and trading ideas. Yesterday, I had coffee with my friend, interior designer Kiana Doggan-German. Our meeting generated ideas for collaboration, not only between the two of us, but also for the larger building industry community. You’ll hear more about that shortly.

Here are five articles that provide more strategies for opening the opportunity pipeline:

1) You are your best brand advocate

2) Are you communicating your career brand?

3) They tell you you’re over-qualified. Here’s a solution.

4) Tell your network what you need

5) 8 Ways to Stay Marketing-minded During a Recession

The How's and Why's of Blogging

I'm a big proponent of social media. You probably know that already. And one of the best and least expensive ways to promote yourself and your business is through blogging. What is blogging, and what is a blog? Well, you're reading one. Blog is the abbrieviated form of "weblog," an on-going written journal of your thoughts on a particular subject.

When promoting your business, you want to present yourself as the expert in your particular field. What do you know better than anyone else about real estate, or construction, or design? Blogging allows you to present your expertise in an open forum to thousands or millions of people. As you surf the Internet and read articles, you can share the information, and your commentary, with your readers through links in your blog (This is also another way to make contacts; other writers appreciate you passing on their information.)

Keeping a steady flow of ideas and maintaining a blog can be difficult and time-consuming, but plan to update it regularly - maybe bi-weekly at first, then weekly or more often. Jot down topics you'd like to address. Create an outline of ideas for your posts. Follow other blogs related to your profession for inspiration. Copyblogger, a blog dedicated to writing for marketing success, has compiled "73 Ways to Become a Better Writer." It just takes time, persistence, focus, and imagination.

Business writers, Seth Godin and Tom Peters, present their reasons for blogging in the video below. Tom, who has authored over 10 books, says "... no single thing has been more important to my life... professionally, than blogging. It has changed my life..." It's a great marketing tool, and it's free. (For Bloggging and Marketing Coaching and Consulting, contact me at kadavis@buildingsource.net.)

Using Competitions as a Marketing Tool

By Karen A. Davis

“… for someone who is young and who has no experience, the only way to get big projects is through competitions.” Bernard Tschumi

There are hundreds of design and construction competitions sponsored by various trade magazines, professional organizations and industry groups. Maybe you have never entered a competition or it’s been years since you have. Consider including competitions in the overall marketing strategy for your company. If you’re short on client projects, or even if you have ample workflow, entering a competition is a low-cost way to promote your name, explore new ideas, and motivate you to try new project types.

Competitions can inspire and offer an opportunity to be more imaginative. Your current projects may have very tight budgets, or your creativity may be stifled by the requirements of your client. A competition can be a design exercise – or a charrette – for you and your employees. Think back to those “open-ended” projects you had in college – no funding restraints, loose client requirements, and a little time to dream.

Once you enter the competition, the design can be included in your portfolio to highlight your capability in that particular niche. Does your body of work have a high concentration of office projects, but you would like to work more in hospitality? A competition sponsored by a hospitality design magazine can allow you to sharpen and show your skills in that market segment.

Utilize competitions as cost-effective marketing tools. They typically have no or relatively low-cost entry fees, and are an excellent way to get your work in published. In most cases, even runners-up get their name listed as an honorable mention. Once published, reprints and press releases can be sent to clients and potential business partners.

Plan ahead to include competitions as part of your annual marketing efforts. Create a calendar of upcoming calls for entry, including registration dates, binder requirements, and submission deadlines.

Bernard Tschumi, quoted at the beginning of this article, won the 2001 competition and commission for the New Acropolis Museum in Athens Greece. Tschumi estimates that he wins one out of four competitions he enters. Learn a few of his strategies in the Architect magazine article “Playing to Win.”

© Copyright – Karen A. Davis. All Rights Reserved Worldwide.

Side Note: CSI Student Competition Winning Entry

See CSI's video of the University of Tennessee-Knoxville's winning entry from the Segway Shelter Student Competition at the Construct Show, June 2009. Samuel Barringer, Lauretta Cocke & Nathan Kocaj designed the shelter.

Side Note: Segway Shelter Competition at the Construct Show

The Segway Personal Transporter has many uses. Segway is marketing its PT's for use on guided tours of local attractions and for commuting.

As part of the Construct Show & CSI Annual Meeting in Indianapolis, Indiana last week, the Construction Specifications Institute (CSI) sponsored a student competition: design a Segway shelter for use along the Indianapolis Cultural Trail. The Cultural trail "connects neighborhoods, Cultural Districts and entertainment amenities, and serves as the downtown hub for the entire central Indiana greenway system."

Using a standard kit of parts, college and university students were to design a safe, secure, weather-resistant enclosure where guests could leave their transporter on the trail for hours at a time. Students were then to build the shelter over two days of the Show.

See the entries below.

Segway Shelter Competition: Oklahoma State University Entry