A strong marketing mix includes not only marketing, business development, and client relations, but also strong public relations, which contributes far more than many appreciate.
An essential component in any successful architecture, engineering, and construction firm is a dedicated focus to generating, maintaining, and following up on project and client leads. A lead is not just an RFP announcement or a letter from a client requesting a proposal: It's identifying change and taking action.
Few firms have a strategy in place to help retain and grow their existing client relationships, but it's one of the most important investments they can make.
ADVISE: Include AEC Client Feedback as Part of Your Project Processes
Jan 30 2022 Keri Hammond, FSMPS, CPSMIncluding AEC client feedback in your project processes means a greater chance for repeat and referral clients, and it improves your firm as a whole as well.
Catherine Curtis, a sales and growth strategist with over 20 years in the AEC industry, details the balance and diverse skillsets crucial to a marketing mindset within a firm.
What I Wish I Had Known: Become an Invaluable AEC Marketing Professional
Dec 07 2021 Keri Hammond, FSMPS, CPSMEmerging professionals who are the first in their marketing corner at their firm can seek mentorship elsewhere, including here.
Five Practical Steps to Launch an ALL IN AEC Marketing Training Program
Dec 06 2021 Keri Hammond, FSMPS, CPSMDo you want a surefire way to get your firm’s ALL-IN marketing training program launched? There are five practical steps that marketing and HR departments can take in adopting, developing, and implementing a long-term, AEC-focused marketing training program.
Santa Claus, CEO of the North Pole, gives answers to our most pressing marketing questions in an exclusive interview.
Originally built in 1965, the IRS Service Center is located on approximately 60 acres and has been extended over the years to include more than 500,000 square feet.
Cory Moore, National President for Big-D Construction, gives his perspective on marketing with an earned confidence, lending insight into the corners of Big-D's ALL IN mentality.
Everyone benefits from a measurable marketing plan, and now is the time to refine your quantifiable checkpoints or start creating them for steadier results.
An actionable, measurable, and achievable marketing plan requires several steps and mentalities prior to formation. Otherwise, your hard work may slip through the cracks.
A marketing audit is built to assess all the strengths and weaknesses of your firm over the past year or more, and there is no better time to include everyone in the marketing process. A more thorough assessment, using an ALL IN mentality, means a more thorough improvement.
Five Practical Steps to Launch an ALL IN AEC Marketing Training Program
Dec 02 2021 Keri Hammond, FSMPS, CPSMDo you want a surefire way to get your firm’s ALL-IN marketing training program launched? There are five practical steps that marketing and HR departments can take in adopting, developing, and implementing a long-term, AEC-focused marketing training program.
WE RECOMMEND: Rain Making: The Professional’s Guide to Attracting New Clients by Ford Harding
Oct 14 2021 MARKETLINKRain Making: The Professional’s Guide to Attracting New Clients by Ford Harding is written for anyone who wishes to bring in business, generate leads, and develop relationships that turn into profitable projects. In essence, this book—chock full of resources, research, and technique—is for anyone who wants to hone a marketing mentality, made accessible.
Stephanie Munoz, Business Development Director for Dibble, talks in-depth about he all-in environment, mentors, and storytelling in marketing.
Journey mapping allows for a comprehensive view of client interaction with the firm, and using the technique opens up avenues for an informed approach to market research. In other words, it can be invaluable.
ADVISE: The Market Research Dashboard - An AEC Firm Leader’s Guide to Market Analysis
Oct 02 2021 Keri Hammond, FSMPS, CPSMMarket research techniques—like conducting a feasibility study—can make a world of difference in ensuring future decisions for the firm are not just meditated, but based on real information.
Traditional planning sessions typically begin with previous years’ plans and budgets as a benchmark, but with the unpredictability of the past few years, should we rely on that information?Absolutely not! Getting your entire firm involved in market research is the key to planning for unpredictability.
Though punctuation is small, it leaves a big impression. Check up on your grammar habits and make sure you're writing correctly—in this case, specifically with the comma and apostrophe.
Karen Carr, Business Development Director of Boldt Construction, describes her process of starting from scratch with new perspectives and firm-wide buy-in.
LEAD: Six Critical Factors for AEC Marketing Program Organization
Sep 05 2021 Keri Hammond, FSMPS, CPSMMarketing and Business Development leadership will spend their time looking at six major factors in order to achieve a well-rounded, all-encompassing marketing program.
Organization is a top-down priority, starting with example and commitment. An organized system benefits everyone, but for the marketing department in particular, it is crucial.
Finance, human resource, management, and operations leaders are all major factors of a smooth marketing campaign. Understanding their roles in marketing objectives allows for firm-wide, ALL IN marketing to work on another level.
Stephanie Ray, Corporate Director of Marketing for Sunrise Engineering, provides in-depth answers to our marketing questions and outlines a thorough process to strengthen her firm through marketing support and initiatives.
Through storytelling, presentations make an impact; through constructive meetings, support, and go-getter preparation, the presentation story will be seamless.
Know your options! The presentation world comes with a robust number of applications and resources available to make your proposal interview shine. Create a promising physical presenation, and your proposal will shine.
Even firm principals have something to learn with presentation preparation! Keep on the lookout for talented individuals, bring outside voices in, and create the support systems needed for your presenters to succeed.
Eric Stratford, Director of Business Development & Preconstruction Services at R&O Construction, shares his experience in working as a team with leadership, business, and marketing to create a cohesive and supportive approach to the firm's marketing development.
Organization is key with proposal strategies. When the proposal team knows their roles, responsibilities, and deadlines, the rest is much easier to manage.
A proposal is nothing without prepared technical professionals, but preparedness takes a lot of legwork before even the RFP drops. Positioning in advance puts proposals at an advantage throughout the entire process.
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