Marketing Building Products to Architects During Pandemic Crisis

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.

The Value of a Professional Headshot

HOW A PROFESSIONAL HEADSHOT CAN IMPROVE YOUR PERSONAL BRAND RECOGNITION

If you’re going to be part of a professional business, having a professional headshot is crucial in putting your best face forward. Although it may seem unimportant in the grand scheme of running or working for a business, it’s very beneficial for communicating your brand. Your brand is what sells your business and putting effort toward formulating a certain brand will guarantee good sales. Make sure to choose someone who specializes in professional business photography.

The definition of a headshot is simple: A headshot is a portrait of yourself you can use for your website, social media, brochures, or any other method you use in order to promote your business. It helps clients or other collaborators remember who you are and remember what sort of business you are promoting. A professional headshot is one among many small details that can make a big difference for you and your business, whether you are a manufacturer, distributor architect, interior designer, you name it. Of course, your professional “headshot” should not be limited to just that. Get creative. Have fun. But, stay true to who you are,  the business you represent and make sure your images speak to your primary target audience.

FIVE KEY CONSIDERATIONS TO USING A PROFESSIONAL HEADSHOT TO CULTIVATE YOUR BRAND:

1. Personalization of your business. Of course, every business is made up of people. However, being able to show off the specific team of people that make up your business helps to personalize the company. Personalization of your business is important as it helps collaborators to trust your business as an organization made up of trustworthy, competent people. A trustworthy and competent brand is beneficial for any business, and in turn will make your company an easier sell. 

2. Professional Headshot → Professional Perception. Whether we want it to or not, first impressions can be everything. A headshot serves as your first impression to people who may be collaborating with your business. Since you get to decide what you want your headshot to convey, you can formulate the first impression you want to make. Having a professionally taken headshot puts forth a professional appearance. An initial impression of professionalism will make you and your business stand out. Click here to read more tips on how to create a professional-looking headshot.

3. Communicate with style. Just as the professionalism of the headshot quality communicates a certain message, so will your outfit and style. The clothing you choose for your headshot will contribute immensely to your brand statement. Certain outfits can communicate a very specific message about your company. Whether you want to appear professional, or more laid-back and casual, the clothing employees choose for their headshots will be a tremendous aid in showcasing what the general feel of your company is. Learn more  about how to choose your headshot outfit. 

4. Makes you recognizable to business contacts. A headshot is very practical, as it provides a face to look for when meeting up with people outside of your business. This makes outsiders feel more comfortable visiting your business, as they have already been able to put a face to whomever they’ve been communicating with up to that point. If collaborators can quickly associate people with the business, this already surrounds your brand with a feeling of trust and familiarity for the client.

5. Confidence. Having a headshot that portrays you as a professional, trustworthy, and competent employee will help you feel just the same. A business comprised of confident employees is more functional, and thus makes the appearance of functionality authentic. No matter what your brand is, confidence will be crucial in selling it.

Although a headshot may seem relatively unimportant compared to everything else you need to run an effective business, a good headshot can do a surprising amount of work regarding the development of your personal brand. A professional headshot is an excellent investment for your business and in branding yourself as someone people can trust to get the job done. 

Are you curious about what it means to have a personal brand and how it can benefit your business? No matter what your line of work is, Division 08 Marketing wants to help you to get the answers you need. Schedule your free, 30-minute consultation today to discuss branding your business the way you want it to be.

Sell Your Story, Not Just Your Products

How TELLING YOUR STORY can increase sales

Storytelling has been around since the dawn of time. It has been used to pass on history to future generations, to entertain and to connect. Now, it is also a compelling and successful marketing strategy.

A great example of a company that is utilizing the power of storytelling is Under Armour. Earlier this year, the company released a commercial featuring Dwayne “The Rock” Johnson. In the clip, Dwayne shares stories of athletes overcoming adversity and succeeding in their dreams. Johnson also briefly shares his story, and it is extremely compelling. The commercial opens with the questions, “So how do you make it? How do you overcome the odds?” It closes with, “How are you going to get here? Will finds a way.” The commercial leaves the viewer feeling empowered, inspired, and as if they can accomplish anything -- no matter what setbacks they may have experienced up to this point.

As human beings, we crave stories. We are always looking to find something, anything that we can relate to. By using storytelling in your marketing strategy, you are not only giving your audience what they want, but if done right, you are also connecting with them on a personal level. An article by Entrepreneur explains, “[Storytelling] gives meaning to a product that is otherwise impersonal...It builds relationships and inspires your audience/customers/stakeholders to make decisions beyond pure logical calculation.” Plus, stories are easier to remember than pure facts.

Additionally, according to Fast Company, “A compelling story with an emotional trigger alters our brain chemistry, making us more trusting, understanding of others, and open to ideas.” Stories can literally change minds, and that is powerful. After all, we are trying to change the minds of our target audience members, so that they choose our services rather than those of our competitors.

So why should you use your story to sell your service? Here are three reasons according to Forbes:

1. Through storytelling, marketers can develop deeper connections with their audience. For example, Subaru uses stories to communicate love and establish their brand as one that sells vehicles for those who care for their loved ones. By doing so, they elevate their brand and solidify how their brand fits into the lives of consumers.
2. Storytelling is a powerful method for learning. As marketers, stories allow us to communicate both knowledge and meaning in a way that resonates with our audience. As people, we learn best through stories because they are memorable and engage us on a mental and emotional level.
3. Storytelling allows marketers to engage consumers in a fragmented media world. As consumers, we are inundated with advertisements and brands, which can be overwhelming. By using stories to connect with our audience, we are providing them with a new way to connect with our brand -- and we are setting ourselves apart from our competition.

Storytelling in marketing is not a new phenomenon by any means, but it is a strategy that every marketer should employ.

What is your story? What problems do you solve for your customers? How do you make your customer’s life easier? If you are struggling to tell your story in a compelling way, schedule your free 30-minute consultation today. We can help you tell your story.

How often do you hear yourself saying, "We don't need to invest in marketing right now: We've got plenty of business"?

Here’s what successful building product marketers do in good times and bad…

Let’s face it—it’s easy to look at the work rolling in during a solid year and feel like you can kick your feet up for a while. Why invest in marketing when you have all the business you can handle, right?

That’s where many businesses get into trouble.

Here’s a real life story for you—

A friend shared his personal experience working for a large corporation that did this very thing.

They had several huge projects keeping their team of employees very busy. Unfortunately, they weren’t filling their pipeline with what was coming next. Once those huge projects were over, the company had offices filled with people, but not enough work to keep them busy. This was not a good move for the business or the team.

Eventually, the reductions started and our friend began looking for a new job. He went to a smaller company that prided itself on working lean and efficiently—never needing to cut staff.

But, guess what happened—this company fell into the Exact. Same. Trap.

They were having a busy year and everyone was focused on working “in the business”—while forgetting to work “on the business” (… marketing to generate new opportunities).

Sure enough, they to had cut team members and reduce others to part-time. It took almost six months to get back up to speed and fill the pipeline again.

You don’t want this fate.

And, we don’t want you to make these mistakes either—you’re better than that.

Believe it or not, it’s possible to implement a successful marketing plan that works in your best interest during good and not so good times. If you’re a building product supplier and you’ve made it this far reading—we’d say it’s a fair statement you need a little guidance on marketing during all business phases. Agreed?

What is marketing really about?

Do you find yourself asking questions like, “My business is great, why should I invest in marketing?” Or, “My business is slow. How can I afford to invest in marketing?”

Hmmm…

If this sounds familiar, you might be suffering from a form of marketing myopia. That’s right—we just diagnosed you with a condition that means you look at marketing as nothing more than “advertising” to drive sales for the short term.

Marketing is so much more than this… It’s not just about investing in a few ads, having a website, and some slick brochures.

Effective marketing is about building a relationship with your customers. A deeper relationship leading to customer loyalty and brand preference.

Take a look at the leading companies in your industry. And ask yourself:

• Are they marketing some years but resting on their laurels during others?

• Do they disappear from trade publications and events when the economy is going well?

Absolutely not. They look for new opportunities to expand their business. New marketing techniques.

The leaders keep leading. They continue to market their strengths. New products. New services. They develop channels to allow customers and prospective buyers to engage with them. They market every day to ensure solid business growth for the future.

“If you’re out of sight, you’re out of mind…” This is how you need to look at your own marketing efforts.

Take a lesson from market leaders. They market full speed ahead, in good times and bad. Learn from them.

Marketing isn’t intended to be a “silver bullet” to instantly boost sales.

In order to develop trust with potential customers, you have to establish credibility and build brand awareness for who you are as a company—as well as brand awareness for your products. How can you make your customers’ lives better with your brand and products? Marketing throughout the year, every year, no matter current economic situations, will encourage solid business growth and healthier profit margins in the long run.

As we’re heading into a new year, let’s start brainstorming together. How can you take your marketing efforts to the next level in 2018?

Here’s are a few ideas for you to take action and get started:

1. Digital Marketing helps level the playing field. It allows you to reach a large audience efficiently and cost-effectively. Are you informing, educating, and engaging your audience? 

2. Are you monitoring your website analytics? Is the content on your website optimized so that search engines will find you? Let's create an SEO strategy that drives more traffic to your website.

3. Develop a Social Media strategy to maximize your exposure and create a relationship with your customers, prospective buyers, and influencers.

4. How well does your marketing database serve you? Don't wait for the calls, the website visits, or customers and prospects to reach out to you first. Connect with them via email marketing—this should be part of your digital strategy. Let's develop targeted messages that develop meaningful relationships with your buyers and influencers.

Does any of this sound like a good idea to you? Let's stop here for now, though there are more ideas we can share.

If you’re still feeling overwhelmed, or are clueless about where to find the skills and time to even begin these projects, we’re here to help.

Our team is packed with over 37 years’ industry experience. We’re experts at driving demand, building brands, and generating more leads and sales in the industry (it helps that we have tremendous building product knowledge and understanding of the construction process).

Get your free 30 minute consultation with our marketing team today and let's get to work.