The traditional “4 P’s of Marketing” we learn about in college (Product, Price, Place, Promotion) don’t address one of the most difficult aspects of marketing an architectural practice: differentiation.
Differentiator 3: Professionals | Profiles
Writing about your professionals is a critical way to differentiate your architectural firm from others. The profiles need to include 3 things: solid copy writing, great photography and throught leadership that establishes each person’s deep expertise.
Differentiator 3: Professionals | Photography + Thought Leadership
Wisely using photography and thought leadership such as publishing and speaking can help architects to differentiate their firms from their competitors. Doing this clarifies for clients how they benefit by working with a firm.
Differentiator 4: Portfolio
Looking for a way to differentiate your portfolio? Try using fewer words about the building or place. Instead, discuss the client’s needs and the benefits your work provided.
5 Organizational Development Principles for Architectural Success
This 2-Part series explores the organizational development priniciples that can guide the team of professionals through a successful healthcare project and recognizes how architects impact the culture, behavior and efficiencies of complex client organizations through the design process.
AIA Ohio | Join Us In Cleveland
The AIA Ohio Convention is being held in Cleveland from September 12-15, 2012. Hope to see you there!
4 P’s of Marketing for Architects | Part 1 of 2
How to differentiate your architectural practice | Part 1 of 2 One of the most disheartening things to hear when conducting a debrief for a lost opportunity is, “We felt any of the last few firms could have done the work.” If you feel strongly that your architectural firm was best suited for the project, […]
Differentiator 1: Position
Having a sharply defined position for your architectural practice goes a long way in setting your firm apart from others, particularly because so few firms have a position statement that identifies who they are, what they do, for whom, and to what benefit.
A Clear Position Statement in 4 Parts
Few architects have position statements, yet they all need them. Learn how to convey who you are, what you do, for whom, and to what benefit.
Differentiator 2: Process
Naming your process makes it proprietary, makes it unique to your firm, and helps your firm to see how what you do can be more clearly communicated at each phase from everyone in your firm to everyone on the team and within your client’s organization.