Marketing Management:

Market in first year: we will be looking at upper middle class

Market in second year and third year: it will be upper and middle class as we will expand on what the firm does allowing us to provide services for all sorts of clients with different needs.

We as a firm want to market our products in a way which could increase our business and client base. Therefore, to achieve this there ill be many things we will consider and do in order to promote this business.

Adapt architects are an East midlands-based group of architects, designers, manufactures… who value innovation and creativity.

At Adapt Architects we closely work with our clients in order to understand their needs and way of living so that we can design and deliver bespoke homes within the constraints of site.

 

How to attract people to our business?

https://www.businessofarchitecture.com/marketing-for-architects/

https://www.venveo.com/blog/marketing-to-architects

https://archmarketing.org/architecture-firm-marketing-get-clients-now/

https://www.architecturalrecord.com/ext/resources/archives/practice/pdfs/02marketing.pdf

http://www.practiceclarity.com/4-ps-of-marketing-for-architects-to-differentiate?show=all

[Effective marketing is the process of making your prospects aware of the value your design firm provides and persuading them to take the next step in your process]

By targeting people in the information gathering stage, we give our potential clients the opportunity to develop liking and trust with us before they ever meet the firm.

 

Tradeshows:

Environmental and Technology

• Feature these aspects in leaflets and brochures as well as panels

Products and panels to be seen from a distance

• Touch, see, interact

• Need product samples, want to see, feel, touch and understand products.

• For example, at Greenbuild, focus on green - highlight your eco-friendly

• features on your banner or brochures and make sure your opening conversations

• lead into the green aspects of your company.

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Social media:

• If you make a great connection with a lead during the show, connect with them on

• Instagram right away and send out a “Great meeting you John!”

• Social media is a great, non-threatening way to connect with a lead.

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Social media follow-up strategy

The week after a trade show everyone is still reliving the great time they had, they great companies they met and the relationships they built. Keep that good feeling going with your Social Media strategy.

• Track tradeshows #, before, during and after show

• See who talks about it after events are over and gage in conversation with clients we want to work with

• Have posts uploaded regularly

• Polls and questions to show how clients experiences were and whether they would like to come to more events, “raise your hand if you’d be back at ADAPT studio right now!”

 

Strategies to get clients:

Public Speaking

This strategy isn’t for everyone, but if you want the most effective strategy for winning architecture clients now and to successfully marketing architecture firm.

• Find an opportunity to speak about an area of your expertise to a group of your potential clients.

• When you speak to a captive audience, you’re positioned as an in-demand expert.

• When potential clients see your expertise, many will naturally want to work with you.

• Speaking venues can be industry conferences and tradeshows, or you can organize and host a workshop.

Pros

• Speaking to a group of your potential clients changes the selling dynamic because it puts you in the position of authority and expert.

• You leverage your time by getting your expert message in front of many potential clients at once.

• In contrast, imagine how long it would take for you to make your presentation individually to each person in that audience.

• By speaking to a group, you’re able to build a relationship with many people all at once!

• You’ll find that meeting people face-to-face can result in many unexpected opportunities.

• In addition to getting clients now, it is also a good long-term strategy because it increases your firm’s brand recognition and reputation.

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Strategic plan:

Our firm is client driven, however may tailor what we do for markets within area.

Once a sense of identity and direction has been agreed upon, we will engage in branding to express the benefits you offer our clients while instilling those values in the firm internally:

• Branding spreads into all the firm’s public relations and informs the positioning activities of business development and marketing.

Sales and Business:

Once a marketing plan has been established as a foundation, it should inform the business development or sales activities, which involve prospecting for opportunities.

• Prospecting includes market research and networking, which ultimately leads to contact with potential clients, and it often results in valuable information that can lead to advantageous teaming arrangements in pursuing new work

Some firms attend conferences sponsored by associations serving a variety of clients such as:

• museums

• historic buildings

• libraries

• higher and lower education

• facility managers for several industries

• the federal government

• developer community.

Use existing client base to cultivate new clients.

• Most conferences offer opportunities of trade shows

One effective way to get recognition at a conference is to present a paper or give a lecture.

• This activity gives your principals and senior staff the opportunity to contribute their time and expertise to show how the firm has worked with and supported its current clients

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Public relations

Public relation - While it may sound obvious, many architects would benefit from a clear definition of who they are when communicating their image to the public.

In addition to performing the tasks required to get published in the trade press, newspapers, and other media, PR duties include managing firm’s Website, photoshoots, award submissions, firm newsletters, special events, and advertising.

PR activities usually performed by the architects themselves include serving on design juries; writing for journals, magazines, or books; belonging to professional and charitable organisations; and participating in leadership and speaking roles at industry events.

Why does a firm want to get published?

It provides personal satisfaction to the hard-working architects, offers them opportunities for exposure that can lead to new work, and shows that a firm can compete meaningfully with its peers.

Marketing and communications in architectural firms have been profoundly influenced by the phenomenal growth of the Internet. We now see firms performing considerable market research online and using their Websites to attract potential clients. Their geographic reach has been vastly expanded, so that a two-person firm can appear to be a 200-person firm.

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COMMENTS

NAYEEM SHAIK: The research done here about public relations shows just how important your role is in our business plan and as a whole.

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