Capture the Heart and Mind of the Architect
Want to sell to the architectural market? Learn how to communicate with the design team. Architects and designers are visually oriented and seek detailed information. Load them up with images, information, statistics, facts and specifications. Incorporate these suggestions in your plans:
- Decide what your marketing objective is - education, awareness, product information, new product introduction, direct sales, generate inquiries or sales leads.
- What is the one message you want to communicate? Do it simply, consistently and frequently.
- Make sure your website has all the information and links and promote your URL in all marketing.
- Paint a picture. Tell a story. Give the product life. Make the architect experience it. But keep it short. Time is money.
- Visuals, visuals, visuals.
- Show the project, the product. Cite the architect, engineer, contractor, owner, builder, developer.
- Detail your single most important attribute. What makes you different, better, superior to the competition?
- Make it clear what action you want the architect to take - call, write, fax, e-mail, check out your website.
Architects and engineers want information about your product. Provide it and they will come. Make sure you give them what they need and want in your product brochures, advertising, presentations, spec sheets, white papers, direct mail, at trade shows, in your sales calls and on your website. Typical material to include:
- Your company qualifications and experience, the products and services you offer, results of tests, performance statistics, various options offered - especially colors, finishes, textures, and how they are designed and manufactured.
- Product benefits and features, types and sizes, applications, limitations, custom capabilities, competitive comparisons,how to select the right product for the project.
- Examples of current uses, case studies, testimonials, photographs, cost, life cycle cost, availability, delivery time, how to order.
- Maintenance requirements, repairs, replacements, code specifics, certifications, warranties, guaranties.
- Tech support, useful life, performance factors, design standards and criteria, preparation and installation considerations, how to specify.
- Environmental aspects, sustainable buildings, VOC considerations, recycling.
Download or purchase a copy of the MasterFormat 2011 Edition from the Construction Specifications Institute. This is the standard for specifications-writing in North America. For details, call 800-689-2900 or click here.
Powder coating qualifies for the U.S. Green Building Council's LEED Program.