Easy Marketing For Architects
This is the key marketing effort.
I think architects should implement a simple Six Step Marketing process as their key marketing effort. Simple. Cheap. Easy.
FIND AN IDEA
INCLUDE A GRAPHIC
INSERT A CALL TO ACTION
POST ON YOUR BLOG
SEND OUT EMAILS
REPEAT
This post is about the first step - FINDING IDEAS. Ideas are all around you.
Each project that you undertake for your clients holds a lot of opportunities for attracting the next project. In a word - marketing. A simple blog post distributed by email is all it takes.
You want to inform past or potential clients of what you are doing and keep your name in front of them.
Write a couple of sentences about what is going on; add a picture, a screenshot, or a quick graphic; and you're done.
Depending on how many projects you have in progress, spend an hour or so every week, fortnight, or month to consider what you can talk about. Fill in any dry spells with a recap of past work or go into current work more deeply. A simple wall chart or spreadsheet will help you track what is coming up. (See image below.) Studies have shown that the best days and time to get attention are T-W-Th between 10:00am and 2:00pm.
MASTER LIST OF OPPORTUNITIES (key opportunities = BOLD)
new commission
design concept (3D?) x 3
final design (3D?)
out for bids
contractor selection
ground breaking (whether ceremonial or not)
foundations
framing going up
topping out (whether ceremonial or not)
interior / exterior progress x 3
exterior complete
dedication / open house
Don't make a big deal out of each post or it won't be sustainable. A photo and a caption is all that is required. Keep in mind that these posts have a life expectancy of 15 seconds - if you are lucky.
Consistency and interesting content are important.
BTW This is easily delegated to just about anyone who is willing to help. Take photos with your phone at project sites. Make a scan of a sketch. Take a screenshot of design work in progress. Add 25 words or less to make a point. DONE.
The cost of building a reputation this way is insignificant and so is the effort compared to the cumulative impact year after year.
If you like my spreadsheet, you can download the Mktg Planner here.