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Growing the Architectural Market
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Here are a few ideas and thoughts for approaching this market. Pick the ones that best suite your individual situation.
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 orientated 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 Web site 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, pictures, pictures and more pictures.
- Show the project, the product. Cite the architect, engineer, contractor, owner, builder, developer.
- Detail your single most important product 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 Web site.
MAKE YOUR PRODUCT STAND OUT IN THE ARCHITECTURAL MARKET
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 Web site. Typical material to be included:
- 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,
THE NEW "BIBLE"
The new, totally revised and updated MasterFormat 2004 Edition from the Construction Specifications Institute is now available. The is the standard for specifications-writing in North America. For details, call 800-689-2900 or click here.
LOCAL CHAPTERS
Both the American Institute of Architects (AIA) and the Construction Specifications Institute (CSI) have local chapters. These are great places to meet friends, colleagues, network and more.
For AIA information, click here.
For CSI information, click here.