marketing for designers
DESCRIPTION
A presentation for design students to learn more about marketing.TRANSCRIPT
WHAT’S NEXT IN MARKETING FOR DESIGNERS
WHO AM I?
Nikou Tabaee, Assoc. AIA, LEED GA
Marketing Manager
>www.rdlr.com
WHAT ISMARKETING?
MARKETING
“I’M A GREAT LOVER.”
ADVERTISING
“I’M A GREAT LOVER, I’M A GREAT LOVER, I’M A GREAT LOVER.”
PUBLIC RELATIONS
“TRUST ME, HE’SA GREAT LOVER.”
BRANDING
“I UNDERSTAND YOU’RE A GREAT LOVER.”
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.
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.
Everyone in the firm, regardless of title or position, from receptionist to the CEO,
is a marketer.
Unfortunately,
little in the education of most architects/designers ever gave them even the most basic understanding
of how to sell what they do.
WHAT CAN I DO?
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
Be Authentic
After a while, he ran out of one-liners and had to have a real conversation.
Have a Vision
Nike helps you be victorious.
Aim and Make Life Better for your Clients
What app do you have?
Aim to be the Best at ‘It”
Stick to “Your Knitting”
OLD MARKETING: This isn’t working.
Don’t’ show me a script. Show me the Press Release.
Modern Marketing:
Stop Campaigning. Start Committing.
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.
Stop campaigning. Commit.
Committing=building your brand on core principles that never change
Committing=marketing for long term growth
Coca-cola makes you happy.
If you don’t define your brand,
someone else will.
Define who you are and stand for it.
Commit to it.
Understand Your Clients
1. Learn about the RFQ/RFP Process2. Understand the Selection Process3. Understand Client Relations4. Learn how to sell GREEN
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
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
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.
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
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
“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
“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
“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
“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
“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
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.
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
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.
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
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
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
Nikou Tabaee, Assoc. AIA, LEED GA
Marketing [email protected]
>www.rdlr.com
Keep the conversation going…