the missing link in aec firms
DESCRIPTION
This presentation proposes adding a rigorous marketing discipline on top of the branding and business development disciplines that currently exist in Architecture, Engineering and Construction (AEC) Firms.TRANSCRIPT
The ‘Shifts’ are hitting the fan!
• BIM• Recession• Committee Decisions• Dramatic Rise in Number of Proposals/Opportunity
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It Starts with A Relationship
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Staying Close: ‘Building’ the Relationship
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Monitoring and Proposing
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Branding
Relationship Management
Business Development
The Current 3 Legged Stool of Firm Growth
A Focus on ‘Image’
A Focus on “The
Solicitation”
A Focus on “The Top”
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Branding
Relationship Management
Business Development
Dodge Reports
Photography& Project Library
Proposal Boilerplate
Meetings
Website
Collateral
Iconography
Conferences
Golf
SpeakingEngagements
The Current Tools
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Current Focus
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Winning an award
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But.....
What do you do with prospects
that are not ready to buy now?
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Consider the entire target market
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Staying in Touch with ALL influencers andALL the ‘Not Ready’
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Without Continued Nurturing of ‘ALL’
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Branding
Relationship Management
Business Development
A Focus on “Visitors &
Image”
A Focus on “The
Solicitation”
A Focus on “The Top”
A New Approach
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Research & AnalysisPRSocial MediaWhite PapersEMailDirect MailWebcastEventsAdvisory GroupsWebsite (Dynamic)
Direct Marketing Continuum
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Branding
Relationship Management
Business Development
Direct Marketing
A Focus on “Visitors &
Image”
A Focus on “The
Solicitation”
A Focus on “The Top”
A Focus on “Nurturing”
CreatingPreference
A New Approach
CreatingPreference
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Goal: Direct Marketing to ALL
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Ex. 12 month Nurture campaign to ALL
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Expanded Focus
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Direct Marketing in Action:Scientific Building Design
• Build a Database: University Scientific Building Constituents -
- Faculty
- Facilities Management
- Construction
- Finance
• Deploy a 12 month campaign to nurture ALL relationships and establish the firm as the ‘go to’ firm for scientific building design and lab planning:
- White Papers
- LinkedIn Group
- Webcasts
- Events
- Lab Planing Advisory Group
- Website (Support)
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Direct Marketing in Action:Data Center Construction
• Build a Database: Data Center Constituents: Past, Present and Future
- IT
- Facilities Management
- Construction
- Finance
• Deploy a 12 month campaign to nurture ALL relationships and further establish the firm as the ‘go to’ firm for data center construction:
- White Papers
- LinkedIn Group
- Webcasts
- Events
- Data Center Planning Advisory Group
- Website (Support)
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Nurturing Relationships with ALL Influencers
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Nurturing Relationships with ALL Influencers
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Expanding Future Executive Relationships
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Distinctive Competence
DirectMarketingStrategy
Lists Database
OffersLead
HandlingFormatVenue(s)
Reporting Analysis
Creative
Critical Success Factors
Build
Test
Deploy
Assess
LOGICAL
EXECUTI
ON
(c) LICA Partners LLC
Taking Your Firm to the next Level - Beyond Branding & Business Development:
Direct Marketing- An Integrated Methodology
Program Design
Systems
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