Download - Marketing strategy
![Page 1: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/1.jpg)
Marketing Strategy
![Page 2: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/2.jpg)
Strategy vs. Plan
• A Marketing Strategy asks “what needs to be done.”
• A Marketing Plan asks “how do we accomplish what needs to be done.”
![Page 3: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/3.jpg)
Development
• The purpose of a marketing strategy is to create defined targets based on research. – What does the firm want to be– How do we get there– What DON’T we want to do
![Page 4: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/4.jpg)
8 Steps to a Marketing Strategy
1. Discover Potential2. Analyze Opportunity3. Synthesis' Direction4. Declare Soul5. Structure Enterprise6. Connect Clients7. Channel Aspirations8. Audit Performance
![Page 5: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/5.jpg)
Discover Potential
• “What can we be?”• “How might we grow?”• “What don’t we know and how can we learn
it?”• The point is data gathering and that can be
broken into five driving forces
![Page 6: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/6.jpg)
Passion• What is the firm passionate about collectively and
individually?• What drives peoples work as professionals• Why did you all become architects (nerds)
![Page 7: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/7.jpg)
Markets
• This step makes you look at items outside the firm, mainly looking at your current and potential clients– How do they interact with architects?– What affects their buying choices?
![Page 8: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/8.jpg)
Competition
• Now we look at who we are going up against. Another honest look at whether there are obstructions or possibilities.– What markets do they work in?– Do they design similar products?– Services?– What do clients think of them?
![Page 9: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/9.jpg)
Trends
• The last step in your research analysis is, what is hot now.– Eco-Friendly?– Budget Conscious?– Flames and Dragons and Wizards and Unicorns?
![Page 10: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/10.jpg)
Unique Selling Position (USP)
• From the information gathered in the prior sub sections you should be able to determine what your USP is. How your firm differentiates from everyone else in the market.
![Page 11: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/11.jpg)
Analyze Opportunity
• What does the information gathered during our research mean for our firm?
• Are there possibilities or obstructions– What is the firms market share?– How does the firm compare to the competition?
![Page 12: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/12.jpg)
Synthesize Direction• Time to choose the key focus that your firm will pursue during the life of this
strategic Marketing Strategy– Active Markets – Where the firm wants to maintain an established and significant
market share– Growth markets – A market with the opportunity to significantly increase the firm’s
market share– Reactive Markets – Markets that are stagnant or not with the monetary effort to
pursue– Operational improvements– Marketing choices for specific markets– The Action Plan with key must-do activities
![Page 13: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/13.jpg)
Declare Soul• The Firm’s inspiration and essence.– Mission – The Firms Purpose• Why the firm exists and its function in the
surrounding environment
– Vision – The Firm’s Destination• Where the firm will be in a given amount of years
– Values – The Firm’s Interaction• How the firm works with clients and collaborators
as well as internally
![Page 14: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/14.jpg)
Structure Enterprise
• Leadership– Organization and Communication– Transition
• Talent– Human Resources– Tools
![Page 15: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/15.jpg)
Leadership - Organization and Communication
• It is always a good idea to have an organizational chart that indicates who has decision making authority, but also how a firm wants to conduct its work.– What is this person’s job description– Who is responsible for this project– Who can best answer this question
![Page 16: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/16.jpg)
Leadership - Transition
• While it would be ideal if strategic plans came to fruition in weeks, most often (i.e. never) they wont.
• It is a good idea to look down the road at potential future leaders
![Page 17: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/17.jpg)
Talent – Human Resources
• What skills need to be developed• How will new staff be indoctrinated in the
firms marketing strategy• Do specific capabilities need to be hired
![Page 18: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/18.jpg)
Talent - Tools
• Firms utilize tools to move the marketing strategy into daily activities– What are the key tools in the firm– Do they help or hinder goals
• Design – Definition and tools for architectural design process
• Technical – Building systems and information resources• Process – Project management tools and resources• Information Technology – CAD, BIM, the electronic flow of
information• Financial Management – Project and Firm financial tools
![Page 19: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/19.jpg)
Connect Clients
• Balancing the operational plan and focusing externally on your clients is called a Marketing Plan.
• The key points to focus on, with regards to the marketing plan, are– Brand, Markets, Go/No Go, Public Relations,
Business Development, Client Care
![Page 20: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/20.jpg)
Brand
• The brand is the sum total of external understanding and perception of the firm.
• The brand component of a marketing strategy are the tools used to shape those perceptions.– Logo, Firm Name, tag line and other visual imagery
associated with the Firm.
![Page 21: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/21.jpg)
Markets
• On one sheet of paper, distill the key markets the firm works in and whether those markets are in growth, active or reactive markets
![Page 22: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/22.jpg)
Go/No Go
• A tool that is use to determine whether a project is worth the firm’s time or not.
![Page 23: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/23.jpg)
Public Relations• Is utilized as a way to influence a broader
range of potential clients, customers and the general public.
![Page 24: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/24.jpg)
Business Development
• Targeting individuals and organizations, specific tools and the actual personal connections involved to build and maintain relationships
![Page 25: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/25.jpg)
Client Care
• Good client care is about building strong working relationships and understanding how clients grade project performance, then making sure the firm performs at an outstanding level on each project
![Page 26: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/26.jpg)
Channel Aspiration
• This step involves highlighting the most important deliverable components and inspire your talent to live the plan daily.– Communicate your passion and inspiration – List the most important activities to build and maintain the firm’s
unique vision.
![Page 27: Marketing strategy](https://reader035.vdocuments.site/reader035/viewer/2022062420/55cb80f7bb61eb002b8b4842/html5/thumbnails/27.jpg)
Audit Performance
• This is the firm’s regular colonoscopy.• The goal of this step is to put into place a set of check-in and
measures that help answer “how are we doing on our strategy”– Project Profitability– Overhead Rate– Staff Utilization– Employee Turnover– Market Share– Short-List Rate– Interview Selection Rate– Direct Award Rate– New Client Contacts