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Architects, like all professional service providers, are in the business of persuasion. Winning new work, attracting a sought-after collaborator, or persuading a client to embrace a challenging design – it’s all par for the course for architects wishing to influence someone’s behaviour.
Marketing is your method of persuasion. In other words, marketing is the way in which you position yourself in the marketplace.
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Why is marketing important to an architectural practice?
Marketing equips you to successfully engage with your prospective clients and marketplace. Prospects, clients and influencers of clients – including local authorities, project managers and builders – are all spoilt for choice when it comes to appointing an architect. Effective marketing ensures your practice is prioritised.
But what is effective marketing? It’s any or all messaging that has at its heart your clients. Before producing or dispatching marketing materials, ask yourself, ‘is this information of interest to my clients or in their best interests’? If the answer is no, it’s back to the drawing board.
Be consistent and stay on brand. In other words, each and every story you craft and share must be tailored to reflect your brand, refer Acumen note Brand creation and implementation.
Who do you need to market to?
In order of priority, your marketing collateral must engage:
- Potential clients
- Existing clients
- Influencers of clients
- Powerful peers who refer/influence
Marketing activities for architectural practices
Websites
Having a website is essential for architects. In tandem with your social media platforms, it’s likely the first port of call for curious clients and prospects – whether via a referral or via a search engine. For a more detailed discussion about websites, refer Acumen note Website design and best practice.
Social media
For many of us, our lives are being lived online. It’s how we communicate personally – and professionally. The key is to always engage in two-way conversations rather than purely posting promotional or self-serving content. Offline, that behaviour turns people off – and it has the same effect online. Learn more about particular platforms in the Acumen note Social media.
Publicity
Want to raise your profile and boost your credibility in the marketplace? Editorial within the mainstream media or within the architecture and design media will do just that. Think more broadly too – target business publications or industry media that are likely to reach your clients. For example, if you design medical buildings, pitch to health bulletins read by facility managers and the like. Remember, even small mentions can prove beneficial, given the right readership. For more information, refer Acumen note Publicity management.
Capability statements
These documents can provide clients and prospects with a top-level summary of your practice’s competitive strengths. These may include examples of past projects, services offered and information regarding your key personnel. Seek out a talented and reputable graphic designer to produce print and digital versions that mirror the aesthetics and standards of your practice. Be sure to include high-quality imagery throughout. Refer Acumen note, Copyright and architectural photography for a guide to publishing photographs of architectural works.
Books
Books are a useful resource for well-established practices that have undertaken a significant volume of work. Ideal for legacy purposes and sharing with clients and devotees of architecture and design, books could be considered more of a luxury than a must-have for most practices.
Events
Only opt to sponsor events if they provide your practice with a tangible benefit. The addition of your logo on a marquee is not sufficient. Seek out sponsorship opportunities that help boost your practice profile and increase client engagement.
When your practice hosts an event, ensure it is designed with your clients’ interests top of mind. Prioritise topics, themes or webinars from which your clients could benefit the most. To explore the intricacies of producing top-notch events, refer Acumen note Event design and planning.
Digital newsletters and client communiques
Information overload is a very real issue for today’s consumers. With this in mind, only produce and dispatch digital newsletters that provide your subscribers with valuable information. Keeping your content client-focussed is a sure way to ensure your newsletter is read – and possibly even shared. Include compelling imagery and enlist a graphic designer to elevate the look and layout.
Keep your database up to date; use an affordable platform (such as Mailchimp) to produce your newsletter and keep text short and sharp to accommodate skim readers. The same rules apply for one-off client communiques. Make sure these are well designed and only delivered when you have something noteworthy to communicate (such as an award win or the launch of a new project).
Advertising
Advertising is not recommended for architectural practices. Instead, aim for editorial coverage where you’ll instantly gain credibility for being newsworthy. Remember, there are a myriad of ways to secure comprehensive and compelling editorial without paying for the privilege. Additionally, a clever marketing campaign will likely garner far more interest than the hard-sell delivered by an advertising campaign.
Meetings
Nothing beats face-to-face contact. Wherever possible, meet with your clients – in person. A little hospitality goes a long way. Punctuality, simple catering and thoughtful touches like providing parking/street directions, all combine to create a positive client experience.
Technical papers
Once you have established the area of technical expertise for which you wish to be known, research professional organisations that publish papers within that field. Your research should include gathering information about the types of articles and subjects covered. Then, before you begin drafting, obtain the editorial guidelines to ensure your topic, word count and file formats are all in line with the required specifications. Also, be mindful of any legal requirements pertaining to reproduction rights.
Related course:
Lindy Johnson, marketing specialist for architects and designers, kindly prepared the content of this note.
Disclaimer
This content is provided by the Australian Institute of Architects for reference purposes and as general guidance. It does not take into account specific circumstances and should not be relied on in that way. It is not legal, financial, insurance, or other advice and you should seek independent verification or advice before relying on this content in circumstances where loss or damage may result. The Institute endeavours to publish content that is accurate at the time it is published, but does not accept responsibility for content that may or has become inaccurate over time. Using this website and content is subject to the Acumen User Licence.