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| Do you think that architects and architectural firms should use marketing strategies? |
| Yes, I have marketing strategies for my firm |
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90% |
[ 10 ] |
| Yes, I intend in the future to build a marketing strategy |
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0% |
[ 0 ] |
| No, architects'work must speak for themselves |
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0% |
[ 0 ] |
| No, marketing is for the shoesellers |
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9% |
[ 1 ] |
| What is marketing? |
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0% |
[ 0 ] |
| I dunno and don't want to think about |
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0% |
[ 0 ] |
| Do I really have to answer that? |
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0% |
[ 0 ] |
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| Total Votes : 11 |
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Message |
trilitica
Joined: 13 Oct 2005
Posts: 122
Location: Bucharest, Romania
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chrispy18
Joined: 26 Jan 2006
Posts: 37
Location: Switzerland
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 Posted: Tue Jan 31, 2006 5:52 am Post subject: |
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| architecture is just not something you do commercializing for... clients seek them, then they must search, it looks too...cheap and slimey, using marketing strategies.... |
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trilitica
Joined: 13 Oct 2005
Posts: 122
Location: Bucharest, Romania
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| Posted: Tue Jan 31, 2006 9:35 am Post subject: |
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Well, thanks Crisspy for sharing your goals.
_________________
Octavian Ungureanu,
architect
TRILITICA FRAME
Architecture & Engineering
Bucharest, Romania
www.trilitica.ro - in Romanian
www.building-design.ro - in English |
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REO73
Joined: 30 Jan 2006
Posts: 6
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| Posted: Tue Jan 31, 2006 1:49 pm Post subject: |
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| An architect is only as good as his/her next project. If it is not for a client we don't possess a very useful skill and if it takes marketing to bring that client in the doors I certainly have no problem with that. Sometimes economic climate in a region dictates that the architect must go out and seek and fight for clients. Other times the clients come walking right in. And if your work is unique enough and good enough for word of mouth to bring in business then Kudos. Otherwise, Yes...architects should market if needed. |
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mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
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| Posted: Tue Jan 31, 2006 6:09 pm Post subject: |
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Marketing comes in all shapes and forms: business cards, parties, website, literature, public speaking, simple networking, etc. Even dressing well is a marketing tool. In ur profession the single greatest aspect that differentiates us from most <<businesses>> is that we rarely deal with the public. We are a specialized profession and for that reason, reputation and word of mouth is typically number one method. But larger firms or the smallest firms cannot afford to wait for that elusive next "heads up". So they are more aggressive in their marketing stategies which may include doing a lot of presentation work. How is that marketing? because you're meeting people, putting the compnay name out there and eventually it will pay off. The more lines a fisherman has in the water the greater his chances for catching a fish...or something like that. 
In reality I think architects don't do enough marketing. Often I notice we tend to forget it is a business afterall...
mx2
_________________
*Art of Architecture: The conscious use of skill and creative imagination in the production of an aesthetic building.
*Science of Architecture: The calculated use of technical skill and knowledge in the construction of a functional building. |
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solidred
Joined: 05 Jan 2006
Posts: 728
Location: Scotland
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| Posted: Wed Feb 01, 2006 5:11 am Post subject: |
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-disclaimer-
I haven't yet had time to read the articles referenced above so I'll be brief.
I think PR is useful for architects as it allows them to focus on communication with non-architects. I don't think this would necessarily happen without explicit efforts made in that direction. I say this because it's easy to, instead, get lost in the values and ambitions of 'architects marketing to other architects' as we have such an appealing array of specialist magazines, monographs, academic concerns etc. all around us, it's easy to forget that a stellar reputation in the architectural field might amount to doodly squat outside of it. |
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mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
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| Posted: Wed Feb 01, 2006 6:00 am Post subject: |
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Very true...the public speaking I had noted was something I had read which made perfect sense which was to provide your expertise to the public (free advice) and therefore establish the sense that you are a true expert in the field. But as I mentioned that is but one vanue. Overall, I think part of the decline in architecture is in part due to this lack of <<business>> mentality. I've been reprimanded by other architects who quickly shush me to correct me by saying this is not a business but a profession! 
I tell them their full of it and remind them that if we have competition like everyone else, then its a business first. But its a unique niche market that I still think most architects still don't know how to market. I admit, I still haven't figured it out.
mx2
_________________
*Art of Architecture: The conscious use of skill and creative imagination in the production of an aesthetic building.
*Science of Architecture: The calculated use of technical skill and knowledge in the construction of a functional building. |
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Justus
Joined: 22 Jun 2004
Posts: 50
Location: Netherlands
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| Posted: Wed Feb 01, 2006 6:35 am Post subject: |
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Having a marketing strategy is an open door if you ask me.
The question is more what exactly this strategy entails, since this depends on the section of the market you operate in and what clients you target.
Obviously a firm whose core business is to designs frostfree toolsheds for Alaskan trappers has a different marketing approach than one that designs landscaping for south east asian themepark chains. |
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mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
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| Posted: Wed Feb 01, 2006 9:17 am Post subject: |
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Toolshed deisgners are usually manufacturers and their engineers, and landscape is usually a landscape architect.
You are essentially correct but we know what architects do and who the clients are. And you are correct that the demographics show the needs are different and hence the door must be closed and a window be opened to this specific market. There are specific strategies and methods that have been proposed, promoted, argued, debated, tried and failed. I have yet to hear of one clear cut method or strategy for architects. But I do know most try in a feeble manner, simply due to a few factors: time, money, and return of investment (how do we know if a website is worth it for example), and most work is word of mouth anyway, so marketing "seems" like a waste of time until suddenly there is a lag in the world load. Then its back to trialn and error...it's hardly a science.
mx2
_________________
*Art of Architecture: The conscious use of skill and creative imagination in the production of an aesthetic building.
*Science of Architecture: The calculated use of technical skill and knowledge in the construction of a functional building. |
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gleearch
Joined: 07 Jul 2005
Posts: 185
Location: Oakland, CA , USA
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| Posted: Wed Feb 01, 2006 10:03 am Post subject: |
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Unless you have the good fortune to have many rich relatives just dying to use you for their projects or are independantly wealthy, you have to find a means to find and or attract clients to your door. All marketing does is attract the potential client. You still have to convince them to utilize your services.
I know of no firm that survives without some form of marketing. Please let me know otherwise.
Architecture is a profession and it definitely is a business for those who own or manage firms. I have repeat clients and ones that walk in cold. I market to both public and private clients. Sometimes, times are lean and other times it's crazy busy. No matter what, marketing exist at different levels at all times. You'll be surprised how a simple act of chatting up the guy next to you at a ball game may accidently lead to a new project.
It is silly to declare that you are selling your souls by marketing. Obviously not made by somebody who has to earn their living. This is a hard profession with a lot of competition.
Marketing does not take away from design or architecture. It's just part of it. Besides the best marketing is your portfolio of built work.
_________________
Gerard Lee Architects
http://www.gleearchitects.com
San Francisco bay area, Oakland, CA based sustainable architecture & planning firm specializing in residential, education, commercial, community & civic projects. |
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mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
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| Posted: Wed Feb 01, 2006 10:13 am Post subject: |
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I believe we are in total agreement. In fact you just described our firm. We have repeat clients and walk-ins and always have some form of marketing at work. But I suppose my question is what's the best and surest method of marketing specifically for architects? I've read many ideas and reports and found various ideas. So my conclusion is that we all have to do our best and try them out and determine for ourselves what is best suited. And yet coming full circle, we all seem to be doing the same thing...which is not so clear cut to me. Beginning with our portfolios and using all the tools available, this still doesn't describe what strategies or methods *should* architects be implementing. Or maybe you shouldn't tell me...haha. 
mx2
_________________
*Art of Architecture: The conscious use of skill and creative imagination in the production of an aesthetic building.
*Science of Architecture: The calculated use of technical skill and knowledge in the construction of a functional building. |
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REO73
Joined: 30 Jan 2006
Posts: 6
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| Posted: Wed Feb 01, 2006 11:45 am Post subject: |
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Maybe architects should start doing commercials during those weekend home improvement shows like local injury lawyers do during daytime TV shows like Judge Judy.
I can hear it now..."Got property? Need a building? Just call 1-800-DESIGN2! ABC Architects, We'll Design For You!" |
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mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
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| Posted: Wed Feb 01, 2006 12:31 pm Post subject: |
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 ...ha! The biggest problem with that is then we'd get all the riff-raff wanting to convert their carport into a 3-bedroom apartment...!
Our clients have more..."sophisticated" venues...maybe we advertise on the side of golf carts! If the company sponsors a tiki hut and bikini clad bartender at every tee...but then again we'd probably just attract more architects.
mx2
_________________
*Art of Architecture: The conscious use of skill and creative imagination in the production of an aesthetic building.
*Science of Architecture: The calculated use of technical skill and knowledge in the construction of a functional building. |
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trilitica
Joined: 13 Oct 2005
Posts: 122
Location: Bucharest, Romania
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| Posted: Wed Feb 01, 2006 12:52 pm Post subject: |
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In my country lawyers are not allowed to advertise.....
TV spots are more like advertising than marketing, right? An ad can allways be a part of a market campaign, but it's not all....
Shoesellers don't advertise, they do promotions more. Advertise is for products more than services. Shoesellers advertise their promotions.
The firm that make our prints has an ad that tell clients how much you can print for 100 EUROs: 300 flyers or 20 posters or ......
The articles I was linking to in my first post presents 2 diferent aspects of architects and marketing:
- architectural firms that start to create their own marketing department
- promoters and investors that advertise their future building using the architect's image.
_________________
Octavian Ungureanu,
architect
TRILITICA FRAME
Architecture & Engineering
Bucharest, Romania
www.trilitica.ro - in Romanian
www.building-design.ro - in English |
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mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
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| Posted: Wed Feb 01, 2006 1:27 pm Post subject: |
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Lawyers are outlawed to do something??...they must not be very good lawyers. 
Joking...in reference to the 2 articles, larger companies have marketing <departments> and is more prevalent these days then say 10 years ago, as opposed to having a marketing "person". Their job is to draw as much attention as possible to the firm...and they work full-time on this so you can imagine the different venues they pursue. The big frm I worked at had a department and I was always amazed at how they were like a machine...constantly involved in all aspects of te business. It was great, but that cost$.
Smaller companies can't afford it, period. I prefer working in a smaller company but of course one must wear many hats and it includes marketing. So efforts made must be carefully selected otherwise it can truly be a waste. As for the aspect of architects as marketing tools, I think it's just that: Prada is using Gehry and not the other way around. I say this because although Gehry benefits greatly by being a Prada icon, he became "Gehry" long before Prada ever heard of him. One has to reach that status to be approached by Prada....I can't just pick up the phone and ask Calvin Klein to photograph me in my underwear in order to help promote my business.
mx2
_________________
*Art of Architecture: The conscious use of skill and creative imagination in the production of an aesthetic building.
*Science of Architecture: The calculated use of technical skill and knowledge in the construction of a functional building. |
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