MARKETING BUILDING PRODUCTS TO ARCHITECTS DURING PANDEMIC CRISIS

The impact of COVID-19 will be felt long after this crisis has settled, including how we view the spaces in which we live, work and play. Architects and interior designers are now challenged to design spaces that support social distancing and infection control, hence researching products from a new perspective. The products specified will play an essential role in creating healthy, safe, and functional living and workplace environments.

Clients will be looking for the following:

New layouts with flexible space design

folding sliding glass wall systems for interior and exterior applications.

Materials that can be easily disinfected

non-porous, solid surface materials such as glass, steel, or quartz.

Access controls, low-touch, and hands-free door hardware solutions

How we market these products will have to change as well. As we adapt to the “new normal”, we must become more innovative in how we sell products to our customers, including how we inform and educate specifiers and influencers.

Virtual communication has become a requirement with the stay-in-place requirements and many employees are still working remotely. As architects and designers start to make the transition back to the office, outside visitors and face-to-face meetings may be restricted long term.

If you are concerned about getting your building products in front of architects, explore some of these options:

Online Meetings with platforms like Google Meet or Zoom.

Increase your social media presence

Virtual Showrooms - Here is a guide on how virtual showrooms can help you.

Email Broadcasts

Text Marketing - Research shows a higher percentage of people would prefer text communication over email.

While in some cases construction has proven itself to be essential, there has been a disruption to many construction companies globally. McKinsey and Company explain COVID-19’s effects on supply, demand, and industry dynamics and how construction can emerge stronger after COVID-19. With these new challenges comes the chance for new learning opportunities.

As building manufacturers and suppliers, we must adapt our marketing [and sales] approach to meet the current needs of the target audiences we serve. Architects and designers, as well as direct buyers, should have ease of access to product information, technical data, and sales support.

If you don’t have the time and resources to offer your AIA continuing education courses direct via webinars, consider utilizing a third-party platform such as AEC Daily to promote and manage your AIA content. This will support your brand while also allowing architects to stay current and obtain much-needed AIA CE credits.

Division 08 Marketing is prepared to support your business as you continue to navigate the COVID-19 world. Division 08 can develop AIA’s, facilitate new online processes, and help you transition to a form of marketing that is relevant in the current climate. Schedule your free 30-minute consultation to explore your options today.

Is this a good fit for your business?

The world of advertising is ever-changing. Technology continues to evolve and, in turn, changes the way that customers seek out information and the way they are exposed to brands and companies. It can be confusing and overwhelming to determine the best way to reach customers when there is such a vast world of information at their fingertips. The construction industry is no exception when it comes to the need for improved digital advertising, but it can be difficult to know where to start. This is where programmatic advertising comes in.

Programmatic Advertising Defined

Simply put, programmatic advertising is using software to buy digital ad spaces. This can simplify advertising because it automates the ad-buying process based on the target audience of a brand or company. The traditional advertising process involves humans deciding where and when certain advertisements should be available. This approach does leave a lot up to human judgement, which can be a great thing or can decrease your brand’s chances of being seen by the right audience. Programmatic advertising takes the guesswork out of choosing where to advertise and puts your message in front of the right folks at the right time. The algorithms within the programmatic software determine the people who are most likely to be interested in your brand or company and targets your ads towards them. For a more in-depth look at programmatic advertising, click here.

Once you understand how programmatic advertising works, the next step is determining if it’s a good fit for your business.

Here are four key points to think about when deciding whether to use programmatic advertising to reach your customers.

Who is your target audience? If you know who needs to see your brand, then programmatic advertising may be right for you. The precise targeting process helps to eliminate ‘wasteful’ advertising. Only specific people will see your advertising, so you will end up spending less than if you were mass advertising.
Due to advancements in algorithms, programmatic advertising has become even more efficient and reliable than humans in determining where to place ads. As technology continues to advance, it will only become more skilled at targeting specific audiences for your business. There are many different factors that an algorithm considers when deciding where, when and who will see your ad, which help to pinpoint those who will most likely be your customers.
Programmatic advertising allows for real-time measurements of ad performance. This allows you to adapt your advertising quickly, when you know which ads are performing better than others. This is very beneficial to your business, because it increases your chances to bring in potential customers through improved advertising to your target audience.
The last point to consider is cost. First, you need to determine how much you want to spend on advertising, and then make sure that your budget lines up with your needs. Programmatic advertising can save you money in the long run, because of the targeted approach to reaching clients. At Division 08 Marketing, we can work with a variety of budgets to optimize your advertising presence.

Advertising is an imperative component to growing your brand and business. As technology continues to evolve and shape our daily lives, using smart, online advertising becomes increasingly important to companies. Click here to see how programmatic advertising could impact you and your business as we enter 2019.

Division 08 Marketing is here to partner with you as you navigate this ever-changing advertising climate, so that you can advertise to the customers who need to see your products or services. Schedule your free, 30-minute consultation today and begin the process of reaching more customers through targeted, programmatic advertising.