marketing for designers

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WHAT’S NEXT IN MARKETING FOR DESIGNERS

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A presentation for design students to learn more about marketing.

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Page 1: Marketing for Designers

WHAT’S NEXT IN MARKETING FOR DESIGNERS

Page 2: Marketing for Designers

WHO AM I?

Nikou Tabaee, Assoc. AIA, LEED GA

Marketing Manager

>www.rdlr.com

Page 3: Marketing for Designers

WHAT ISMARKETING?

Page 4: Marketing for Designers

MARKETING

“I’M A GREAT LOVER.”

Page 5: Marketing for Designers

ADVERTISING

“I’M A GREAT LOVER, I’M A GREAT LOVER, I’M A GREAT LOVER.”

Page 6: Marketing for Designers

PUBLIC RELATIONS

“TRUST ME, HE’SA GREAT LOVER.”

Page 7: Marketing for Designers

BRANDING

“I UNDERSTAND YOU’RE A GREAT LOVER.”

Page 8: Marketing for Designers

Marketing is a very broad term, especially in the architectural industry.

It essentially is everything a firm does to create awareness and demand for its services, and is a key to success for any organization.

Page 9: Marketing for Designers

Marketing professional services requires a broad range of experience in roles such as:

public relations, sales, advertising, and even graphic design.

All marketing activities have one true goal:

to influence the decisions of others.

Page 10: Marketing for Designers

Everyone in the firm, regardless of title or position, from receptionist to the CEO,

is a marketer.

Page 11: Marketing for Designers

Unfortunately,

little in the education of most architects/designers ever gave them even the most basic understanding

of how to sell what they do.

Page 12: Marketing for Designers

WHAT CAN I DO?

Page 13: Marketing for Designers

Learn Keys to Successful Marketing

1. Be Authentic2. Have a Vision3. Aim to and Make Life Better for your Clients4. Aim to be the Best at ‘It’5. Stick to ‘Your Knitting’6. Modern Marketing

 

Page 14: Marketing for Designers

Be Authentic

After a while, he ran out of one-liners and had to have a real conversation.

Page 15: Marketing for Designers

Have a Vision

Nike helps you be victorious.

Page 16: Marketing for Designers

Aim and Make Life Better for your Clients

What app do you have?

Page 17: Marketing for Designers

Aim to be the Best at ‘It”

Page 18: Marketing for Designers

Stick to “Your Knitting”

Page 19: Marketing for Designers

OLD MARKETING: This isn’t working.

Page 20: Marketing for Designers

Don’t’ show me a script. Show me the Press Release.

Page 21: Marketing for Designers

Modern Marketing:

Stop Campaigning. Start Committing.

Page 22: Marketing for Designers

Campaigning: changing your core brand message to fit what you think people need or want to hear today so they buy your product or service.

Campaigning= marketing for short term gains

Campaigning leads to a constantly changing story, people aren’t sure what to think of you.

You don’t really have a brand.

Page 23: Marketing for Designers

Stop campaigning. Commit.

Committing=building your brand on core principles that never change

Committing=marketing for long term growth

Coca-cola makes you happy.

Page 24: Marketing for Designers

If you don’t define your brand,

someone else will.

Page 25: Marketing for Designers

Define who you are and stand for it.

Commit to it.

Page 26: Marketing for Designers

Understand Your Clients

1. Learn about the RFQ/RFP Process2. Understand the Selection Process3. Understand Client Relations4. Learn how to sell GREEN

 

Page 27: Marketing for Designers

RFP/RFQ Process

Consumers, both business and personal, are savvier

today….so the messages need to display heart, passion and experience.

•Answer ALL questions

•Tailor to Specific Project

•Know Your Clients

•Make it Easy to Read

Page 28: Marketing for Designers

Selection Process

•Attitude/Arrogance

•Chemistry

•Keep it Simple!

•Worked together before, Show it!

•Answer ALL the Questions

•Know your audience

•Remember, everyone is tired.

•Bring Key People

Spencer Moore, UH Facilities and Planning

Page 29: Marketing for Designers

Client Relations

•Don’t undersell yourself to clients.

•Explain your process in simplest terms.

•Your client is not always right and it is okay to respectfully disagree.

•Having great customer service goes a long way.

•If a client is angry with you, do not respond immediately to them; give

yourself a few minutes to cool-off.

•Go the extra mile for your clients.

•Strive to get long-term clients and referrals.

•Always be professional.

Page 30: Marketing for Designers

How to Sell Green

Fewer Americans believe in Climate Change

Only 57% of Americans feel that the planet's atmosphere is warming, a fall from 77% two years ago

Yet, 70% of consumers are interested in socially responsible companies

LOCALIZE THE CONCERNS TO THEM:

Health benefitsFinancial benefits

Page 31: Marketing for Designers

The idea of an “elevator speech” is to have a prepared presentation that grabs attention and says a lot in a few words.

What are you going to be saying?

By telling your core message, you will be marketing yourself and/or your business, but in a way that rather than putting people off will make them want to know more about you and your business.

To start your “elevator speech” determine your niche market, what problem(s) do they have that you can help solve and what solution is the outcome?

What makes you unique?

What short story illustrates a successful outcome that you have produced?

Craft an Effective Elevator Speech

 

Page 32: Marketing for Designers

“Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow…Remarkable marketing is the art of building things worth noticing right into your product or service.”

Seth GodinAuthorPurple Cow 2002

Create Better Marketing

 

Page 33: Marketing for Designers

“The agency’s job is to create content so valuable and useful that consumers wouldn’t want to live without it.”

Jeff HicksCEOCrispin Porter + BoguskyOctober 2006

Create Better Marketing

 

Page 34: Marketing for Designers

“We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready. “

Akio Morita Co-founderSony Corporation

Create Better Marketing

 

Page 35: Marketing for Designers

“It’s really hard to design products by focus groups. A lot times, people don’t know what they want until you show it to them.”

Steve JobsCo-founder, Chairman & CEO Apple May 1998

Create Better Marketing

 

Page 36: Marketing for Designers

“I’ve got so many gay fans and they’re loyal to me.

They’ll always stand by me and I’ll always stand by them.”

Learn From Other Industries

 

Page 37: Marketing for Designers

Learn From Other Industries

 Socially Responsible

With every pair you purchase, TOMS will give a pair of new shoes to a child in need.

One for One.

Page 38: Marketing for Designers

Madonna is a marketing genius.

She is one of the true pioneers of the entertainment industry to create an image and then adapt it to the changing times.

She developed a vocal style, and a visual look to go with it.

This would have been enough to get her famous but she kept retooling her image to remain loyal to her fan base and accelerate her career and maintain it for a quarter of a century.

Learn From Other Industries

 

Page 39: Marketing for Designers

Learn From Other Industries

 

The product must be packaged and designed with great care and verve.

Packaging Matters.

Apple’s packaging, its vivid colors, its compactness, directness, ease of use is crucial to its success.

Page 40: Marketing for Designers

Peggy Olson: Sex sells. Don Draper: Says who? Just so you know, the people who talk that way think that monkeys can do this. They take all this monkey crap and just stick it in a briefcase completely unaware that their success depends on something more than their shoeshine. YOU are the product. You- FEELING something. That's what sells. Not them. Not sex. They can't do what we do, and they hate us for it.

Learn From Other Industries

 

Page 41: Marketing for Designers

SMPS Houston has more than 230 members representing more than 170 firms in the built industry.

The chapter´s membership includes a mix of principals (21%), business development officers (17%) and marketing managers (24%) that are focused on developing relationships and generating revenues for their companies.

Society for Marketing Professional ServicesStudent Chapter

Come check it out, meet some new people, network with industry pros, and get the inside scoop for upcoming internships.

Join Organizations

 

Page 42: Marketing for Designers

Membership includes:

An impressive network of professionals

A subscription to the Marketer Magazine

A subscription to the Forum Newsletter

The National Membership Directory

Access to the SMPS Web Site

Career Center

Monthly Lunch and Learns $10

Happy Hours

Other Events

Scholarship Opportunities

Internship Opportunities

Join Organizations

 

Page 43: Marketing for Designers

Nikou Tabaee, Assoc. AIA, LEED GA

Marketing [email protected]

>www.rdlr.com

Keep the conversation going…