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.