5 Articles for Marketing and Productivity

Curated by Karen Davis Burton

Five of the top articles and posts I read in June.

1.  Gensler’s Secret Sauce: After the worst recession in decades put so many firms out of business, the architecture, design and planning firm reports record-breaking revenue. What’s their secret? Opportunity, relationships, and passion. 

2.  Why Are Professional Service Firms Still Afraidof Online Marketing? Stop thinking of it as optional. There’s the potential “to add synergy and profit to rainmaking efforts." ‏

3.  Not just for Builders: How Builders Market Backward. All professionals should determine who their customers are and make sure that customer is the focus at every step of the marketing process. 

4.  iPads replacing blueprints, boost builder productivity. “The goal is to eliminate problems before they happen.”  

5.  And speaking of video and Vine (see the 07.25 post), see what’s possible: 16 Perfect-Loop Vine Posts  (I’m going to go practice some more.)

Don't Miss an Opportunity - AEC version

Read the post about finding a spot to watch the Michigan vs. Michigan State football match-up 

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.