Some say that multi-tasking is a highly sought after skill, often touted on resumes. In fact, I envy those who can be buried in a project, then stop on a dime to take a call, redirect to respond then in a Nano-second be right back on point with their original mission. And they can do this repeatedly throughout the day. A valuable skill indeed.
Although I have wondered, can they really come right back to the same spot and pick up where they left off? Personally I have to freeze the movie when I need to run to the fridge for a snack or beer, otherwise I have to rewind to refresh that minuscule amount of lost memory the break forced on my viewing. Actually, I'm not alone in this thinking. Studies show that it's the same for most office workers. Interruption, even movement outside their workstation or office caused a mental rewind with an associated time loss to re-focus back on the subject at hand.
Marketing efforts are not exempt from the same loss of focus. Our clients build an image of our work and our firms while we are working together and even maintain that image through our rhythmic and periodic marketing efforts. Each mailer, each call, each blog post, connects the dots in their mind as to who we are and what we do. It works - unless we send different messages, with different thoughts and different purposes scattered randomly on an irregular basis - then I believe we can disrupt our clients focus on our firms. It can be the unintended consequence of breaking focus.
"Properly designed, a focused marketing program will be a link to former clients, a continuous connection to current clients and a steady drumbeat to prospective clients."
Focusing on continued marketing including personal contact by way of targeted business development programs creates a steady and continuous connection to our former, current and prospective clients. So it's two-fold: first to focus on what we are offering to what clients in your location, then; second extend that focus into a systematic, even automatic, marketing and business development program to extend the relationship on into future work with prospective clients. Properly designed, a focused marketing program will be a link to former clients, a continuous connection to current clients and a steady drumbeat to prospective clients.
Creation of this type of custom focused marketing program is my specialty, but it's not based only on my ideas, it gets it's purpose from you and your firm derived through an intuitive visioning and strategic approach. The elements of which can be delivered entirely through my efforts or split in any percentage that works with you and your teams talent, time and ability. Together we will target a goal of building your independent operation once the program is underway. Now you're flexing those marketing muscles of steel!
I'd enjoy a short visit over a cup of coffee to learn more about your firm. If this is an idea you might find interesting to strengthen your practice, give me a call.
William M. Burwell is a retired Architect and Interior Designer whose career focused on corporate interior architecture in sole proprietorships, and partnerships from 9 to 120 staff. Bill retired in 2014 and began Burwell Consulting a Firm Marketing and Management Consulting firm, to share the wisdom and experience of those 45 years. Bill writes articles sharing his experience in four keystone practice areas: Entrepreneurship, Marketing, Design, and Practice Management. He graduated from the University of Houston College of Architecture in 1971 and now serves the College on the Dean's Committee on Excellence. Check him out at www.burwell-consulting.com