Social Media Marketing

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Marketing Building Products to Architects During Pandemic Crisis

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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:

  • 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.