I started a blog once. I sent an e-blast once. I loaded news on our website. I posted some project images. I handed out some business cards. I even mailed holiday cards.
All good starts, but only good starts. This is what firms do when things slow down and their minds turn to marketing to increase the flow of new projects. Sure, they will check out a business lunch or two for a little meet and greet. There might be cocktails or golf involved if time permits.
"There is a lot of smoke and static, random marketing, diluted messages, glad-handing, back-scratching and eye candy by the competition that can confuse your prospective clients."
Yes, marketing involves sending out information and materials to prospective clients. Good marketing does it all the time, the good times and the slow times. Great marketing is an understanding of who your market is, what your strengths are and the value you bring to your customers, then sends materials on a continuing basis to targeted and select former, current and prospective client with that singular message. Successful and great marketing, adds the element of human contact to the mix for the simple reason that clients rarely buy from websites or announcements. Clients buy from people - and clients prefer experts and people they know or know of.
Purpose driven marketing is such a program. Intentional targeting of a client group with the sole purpose of letting them know you and your firm are absolute experts in your subject and can bring greater value, experience and knowledge to bear on their next project than your competition. But it is a crowded field out there. There is a lot of smoke and static, random marketing, diluted messages, glad-handing, back-scratching and eye candy by the competition that can confuse your prospective clients. Your job is to clear the air and our job is to help you do just that.
Such marketing takes time. It isn't done in a day, or a week or in a months effort. It is a habit and a process that yields powerful results when managed continuously over a long period of time. I'd welcome a visit to your office to show you how we can help you initiate such a program and how you can execute and maintain the program on your own. There are lots of effective tools in my toolbox and we both want the same results - the success and growth of your firm. When you are ready to start a serious program of successful great marketing I’d enjoy a conversation.
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 with the A/E/C community. Bill writes articles sharing his experience in keystone practice areas: Entrepreneurship, Marketing, 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