BRANDING & MARKETING TO ARCHITECTS and INTERIOR DESIGNERS (Marketing…
BRANDING & MARKETING TO ARCHITECTS and INTERIOR DESIGNERS
The Architect's Buyer Persona
look at the FULL PICTURE OF THEIR PROFESSIONAL ROLE, not just what they need from us
job site hierarchy
never underestimate junior architect
they are the guys and gals that spend the most time on our website. They’re THE ONES IN CHARGE OF RESEARCHING AND SELECTING THE PRODUCTS THEIR FIRM WILL USE ON A PROJECT.
Understanding the Architect's Relationships
with Building Owners
The ONE SIMPLE KEY to becoming an Architect's Go-To Resource
be and INDUSTRY EXPERT, not a product seller
content marketing is the KEY to winning more architects
Architects want an expert guide
sell SOLUTIONS, not products (start with the problems)
Marketing to Architects through DIGITAL PLATFORM (Website, Social Media, Online Apps)
why our website needs to look awesome
the EXACT CONTENTS Architects need to find on our website
Architects need downloadable digital models
Architects need product samples
Architects need product specifications
Architects need videos & image galleries
Architects need testimonials
Architects need code requirements & certifications
Architects need interactive tools
Architects need to know where and how to buy our products
Architects need a search bar that actually works
Architects want pricing information
Marketing to Architects through EXHIBITION / TRADE SHOWS
align BOOTH DESIGN with Trade Show themes
make our products the CENTRAL ATTRACTION
before the show - create PLAN OF ACTIONS
who will be in our booth?
who will follow-up emails ?
define cold, warm, and hot leads for each product/product category
define your lead capture process
during the show
think follow-up strategy first
what products do they want?
what level of influence they have in the purchase decision?
what size is their company? what kind of jobs they do?
what are they working on right now?
how much do they already know about your company/products?
connect with leads on social media right away
use twitter lists before, during & after the show
immediately schedule calls for the most eager leads
bad example of lead information
Mike H. - Hot Lead
Needs sinks for office building
good example of lead information
Mike Hanney - Hot Lead
Architect in Philly
Has used Kohler sinks in the past but finds buying in bulk from them clunky
Looking at Amstad sinks with Grohe faucet but isn’t sold on their modern design
Wants a call Monday after 10am to talk sinks for their new housing project - Large neighborhood. 150+ houses, launching schedule : mid of january 2018.
segment leads at the end of each day
fill in personal information in pre-written emails
nurture campaigns for after the trade show
following up with super hot leads
social media follow-up strategy
How to get Architects to SPEC OUR PRODUCTS
the 3 musts for getting an Architect to spec our products
use case studies & testimonials to overcome objections (get creative to get in the door : how to create a Case Study when there isn't one)
let architects get their hands on our samples
make it as easy to choose with spec sheets & models
how to position our products
form, function, price - it all matters
don't be better, BE CONSISTENT
use proven products as the starting point of the conversation (for comparison)
How to Market to Architects AFTER they SPEC OUR PRODUCTS
keep the content coming
talk to architects differently after the sale
give architects the VIP treatment
put them on a new list
turn happy customers into testimonials