project based marketing · • maximize your marketing efficiency with the most targeted of...

PROJECT BASED MARKETINGAN INNOVATIVE APPROACH TO PROJECT BASED, FUNNEL MARKETING…

PROJECT BASED MARKETING

AGENDA

• Take account based marketing (ABM) to the next level

• Drive information awareness among architects as they make their

way through the specification journey

• Maximize your marketing efficiency with the most targeted of

audiences


PBM: PROJECT BASED MARKETING

Showcase your product’s benefits on the platforms most trusted by design professionals through the spec cycle.


WHAT IF WE COULD MARKET TO ARCHITECTS…

In a more scientific way?

Starting with the benefits of Account Based Marketing

• AIA member firms, involved in…

• The most relevant architectural projects in the US

• Targeted design & market conversations utilizing…

• The most appropriate platforms





Specific to Project Work by groups of firms:

• Indexed to third party construction data

• Past three years of completed work by project type and firm

• Cross-tabulated to HW Design Database by firm and design contacts





Specific to Project Work by groups of firms

Educating prospects through the Specification Journey

• A funnel-based marketing program…

• Tailored to drive product benefit through the cycle





Specific to Project Work by groups of firms

Educating prospects through the Specification Journey

While using only the Most Trusted Tools at each stage

• Mapping the top Most Used & Most Trusted media & non-media product platforms…

• At every step of the specification process

TOP FIVE SOURCES AT EACH STAGE OF THE SPECIFICATION JOURNEY…


INTRODUCING PROJECT BASED MARKETING

A new way to drive product adoption through the funnel…

• It starts with the Hanley Wood Design Group Database and Product Platform suite of

marketing solutions

• Overlaid with data around which firms have worked on specific project types in the past

three years.

• “Good / Better / Best” levels of investment, tied to a program that pushes prospects

through the specification funnel by project type…while utilizing…

• Only the tools MOST USED and MOST TRUSTED at each stage of the process, as

determined by the ARCHITECT Construction Industry Content Consumption Study

FIRST… CHOOSE A PROJECT CATEGORY OF FOCUS

Education

Annual Put in

Ranking Type of Project Contacts Place $

1 Education 27,000 $96B

2 Commercial / Retail 16,000 $91B

3 Office 22,000 $75B

4 Healthcare / Medical 19,000 $42B

5 Lodging / Hospitality 14,000 $40B

6 Amusements / Stadiums 23,000 $25B

OfficeCommercial &

RetailLodging /

Hospitality

Healthcare /

MedicalAmusements &

Stadiums

Program Elements

Awareness:• Native Content – tied to AWARENESS

• Project & Building Category Pain Points Article

• Targeted digital branding through ARCHITECT Leaderboard and/or

Medium Rectangle Run of Site Advertising

• Social media boost

• ARCHITECT Facebook & Twitter

• 1.8M+ followers

• Site, NL, social promotion of Native Series

Consideration:• Native Content – tied to CONSIDERATION

• Client Project Native Article

• Project Gallery (site & NL sponsorship)

• ARCHITECT Weekly (NL sponsorship)


BENEFIT FROM A COORDINATED CAMPAIGN THROUGH THE FUNNEL

Preference:• Native Content – tied to PREFERENCE

• Interview of Subject Matter Expert / Executive Viewpoint

• ARCHITECT Newswire (Text Listing Sponsorship)

• Custom eBlast

• Targeted to PROJECT CATEGORY CONTACTS with firm

specifying influence from the database

• Blast focused on Native Project Content


Action:• Custom eBlast

• DesignResources – aggregate NL of client resources sent to

PROJECT CATEGORY CONTACTS

• Direct Lead Generation of Project Category Contacts

• Impact Scorecard

NEXT… SELECT YOUR PLAN OF ATTACK

Units or

Frequency Unit Detail

Native Series 1 Awareness Native Article

ARCHITECT Digital Branding Awareness 75,000(728x90)

(300x250)

Social Boost - ARCHITECT Awareness 3xBlasts FB or

Twitter

Native Series 2 Consideration Native Article

Project Gallery NL Sponsorship Consideration 1x Box 2-4

ARCHITECT Weekly Sponsorship Consideration

Native Series 3 Preference Native Article

Custom eBlast: PROJECT Specifiers in Category Preference 5,000(728x90)

(300x250)

ARCHITECT Newswire Text Sponsorship Preference 2 Weeks of

Text Listings

Custom eBlast: PROJECT Specifiers in Category Action 5,000(728x90)

(300x250)

Project Category Direct Leads Action 25"Hand Raised"

Leads

Impact Scorecard Action Included!

Platform Stage

In-Market (Good)


Units or


Units or


Native Series 1 Awareness Native Article Native Article


(300x250) 100,000(728x90)

(300x250)


Twitter 6xBlasts FB or

Twitter

Native Series 2 Consideration Native Article Native Article

Project Gallery NL Sponsorship Consideration 1x Box 2-4 2x Box 2-4

ARCHITECT Weekly Sponsorship Consideration 1x Box 2-4

Native Series 3 Preference Native Article Native Article


(300x250) 10,000(728x90)

(300x250)


Text Listings 3 Weeks of

Text Listings


(300x250) 10,000(728x90)

(300x250)


Leads 35"Hand Raised"

Leads

Impact Scorecard Action Included! Included!

Platform Stage

Competitive (Better)In-Market (Good)


Units or


Units or


Units or


Native Series 1 Awareness Native Article Native Article Native Article


(300x250) 100,000(728x90)

(300x250) 300,000(728x90)

(300x250)




Twitter

Native Series 2 Consideration Native Article Native Article Native Article

Project Gallery NL Sponsorship Consideration 1x Box 2-4 2x Box 2-4 3x Box 2-4

ARCHITECT Weekly Sponsorship Consideration 1x Box 2-4 3x Box 2-4

Native Series 3 Preference Native Article Native Article Native Article


(300x250) 10,000(728x90)

(300x250)

All Available

Names

(728x90)

(300x250)


Text Listings 3 Weeks of

Text Listings 3 Months of

Text Listings


(300x250) 10,000(728x90)

(300x250)

All Available

Names

(728x90)

(300x250)




Leads

Impact Scorecard Action Included! Included! Included!

Platform Stage

Dominant (Best)Competitive (Better)In-Market (Good)

FINALLY… ASSESS YOUR RESULTS!

THE HANLEY WOOD IMPACT SCORECARD BENCHMARKS

FUNNEL RESULTS THROUGHOUT YOUR CAMPAIGN…

BENEFIT FROM ADDED POWER TO YOUR PROGRAM

Multiple Project Category Discounts:

• If you add a SECOND PROJECT CATEGORY to your 2019 plan…

• Take an extra 10% OFF both Project Plans

• For a THIRD PROJECT CATEGORY added, or more…

• Benefit from a 15% DISCOUNT on ALL Project Plans

Lead Generation Add-On Plan:

• At conclusion of your program, you can supplement your built in leads by adding:

• Up to 50 additional project category leads

• Normally priced at over $185 per engagement…yours for $60/net per lead!!!

Q&AInterested in learning more about Project Based Marketing?

Contact [email protected]

HANLEY WOOD INFORMS AND CONNECTS the Businesses and People Who Build a Better World

project based marketing · • maximize your marketing efficiency with the most targeted of...

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