|
View previous topic :: View next topic
|
| Do you think that architects and architectural firms should use marketing strategies? |
| Yes, I have marketing strategies for my firm |
|
90% |
[ 10 ] |
| Yes, I intend in the future to build a marketing strategy |
|
0% |
[ 0 ] |
| No, architects'work must speak for themselves |
|
0% |
[ 0 ] |
| No, marketing is for the shoesellers |
|
9% |
[ 1 ] |
| What is marketing? |
|
0% |
[ 0 ] |
| I dunno and don't want to think about |
|
0% |
[ 0 ] |
| Do I really have to answer that? |
|
0% |
[ 0 ] |
|
| Total Votes : 11 |
|
| Author |
Message |
trilitica
Joined: 13 Oct 2005
Posts: 122
Location: Bucharest, Romania
|
 Posted: Wed Feb 01, 2006 1:36 pm Post subject: |
    |
|
Yep... KC refused me too....
One day he'll beg us to make some ads, but we'll be tough, right?
This wasn't my idea, but that the architects can be good icons too and can help selling stuff and improve a commercial image...
_________________
Octavian Ungureanu,
architect
TRILITICA FRAME
Architecture & Engineering
Bucharest, Romania
www.trilitica.ro - in Romanian
www.building-design.ro - in English |
|
| Back to top |
|
 |
mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
|
| Posted: Wed Feb 01, 2006 2:33 pm Post subject: |
|
|
That's right...by the way, it is a true story (not about me) that calvin klein ran commercials of architects in their underwear...or was it the "got milk?" ad...or was it smoething else? Actually, I'm sure it was all of the above. But who does it benefit really?? Architecture as a whole? Maybe. But as I mentioned, how does a little firm like mine even think of such a thing...I mean we could all strip and pose for a calendar I suppose. Will that improve business? Haha...not if Im in it. 
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. |
|
| Back to top |
|
|
solidred
Joined: 05 Jan 2006
Posts: 728
Location: Scotland
|
| Posted: Thu Feb 02, 2006 2:49 am Post subject: |
|
|
| There must be a fun side to this marketing lark, squeezing oneself onto invite lists for soirees with Miucca and Kate and whatever else. |
|
| Back to top |
|
|
solidred
Joined: 05 Jan 2006
Posts: 728
Location: Scotland
|
| Posted: Thu Feb 02, 2006 3:26 am Post subject: |
|
|
| Quote: | | I tell them their full of it and remind them that if we have competition like everyone else, then its a business first |
I tend to think that if business is first then business is also last that is, if you think money is the base line of business. I appreciate it's tempting to 'get with the programme' so to speak and compete on business terms, but I reckon it's worth holding out with professional values first and last because they're you know, good for the soul.
And it used to be considered 'unprofessional' to advertise. Actually, I think professionals really used to think it was vulgar and beneath them: 'trade' you know?
Fine if you've got all your clients and contacts set up down the rotary club, at those charity do's at MoMA, at your club in Pall Mall.
But I don't think it's unprofessional to make a connection between capacity and requirement if one doesn't already exist. It'll just take some getting used to.
I think, if we're to take the idea seriously then we should work with our creativity to make 'marketing' for want of a better term, of a stripe unique to us rather than as a pale imitation of the way an ad agency sells soap powder or motor cars. And I take the point that advertising is only one aspect of the idea.
Not that I've got any ideas just yet. Any of you guys have any strategies in mind that go beyond the ones we've heard of before?
I think this could be a fun challenge. |
|
| Back to top |
|
|
mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
|
| Posted: Thu Feb 02, 2006 7:17 am Post subject: |
|
|
Oh I agree about the professionalism of architecture please don't misunderstand me. But I find self-defeating arrogance in those who dismiss the notion that architecture is a business at all. Marketing was indeed considered beneath architecture at one time, as if it was bad for business to say business was bad, which in a way has its own merit. Afterall, no one wants a wavering and dubious architect on their next project. Heck I wouldn't wanna work with one either. That said, my point was that there must be a careful balance on the business end and the professional end at all times. We do wear many hats and marketing is a critical one.
That said, I'd love to exchange fresh and new ideas. I like the idea of from spoofs we sometimes find truths. I'll ante up to what our CM friend proposed about running low-budget day ads in between home improvement programs which has great merit in itself and say what if we set up little stands in some strategic aisle located inside a big box home improvement retail store (I won't name names) and like those grocery stores who serve little sausage snack as promotions we have a portfolio presentation and talk about the design issues, problems and solutions. I can see them running....
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. |
|
| Back to top |
|
|
trilitica
Joined: 13 Oct 2005
Posts: 122
Location: Bucharest, Romania
|
| Posted: Thu Feb 02, 2006 1:05 pm Post subject: |
|
|
I've marketed low budget houses.... Great results in order of popularity then in contracts. But low budget houses are low budget too.
I like the idea of discussions promotions. It is not very used here and I want to try it.
I have this idea about it... There is a small office building on construction right now. In the spring it will be finnished outside with windows and everything. I intend to organize somekind of round table with press and constructors, realtors, maybe some bankers too about construction costs or offices for small firms...
This is the building: 
Media is very interested in events about constructions.. The market is going up, new financial tools are offered almost every day...
I think that a construction that isn't finnished yet might be a powerful enviroment to start a public discussion. Beside that maybe a few flyers, brochures, some basic ideas and facts highlighted.
What do you think?
_________________
Octavian Ungureanu,
architect
TRILITICA FRAME
Architecture & Engineering
Bucharest, Romania
www.trilitica.ro - in Romanian
www.building-design.ro - in English |
|
| Back to top |
|
|
TLWalkerAIA
Joined: 16 Apr 2004
Posts: 130
Location: Seattle Washington, USA
|
| Posted: Thu Feb 02, 2006 1:31 pm Post subject: market Strategy and the architect |
|
|
clients only hire you if:
they know you exist.
they can actually contact you and communicate with you.
they perceive you as a solution provider to their problem.
they have the resource to engage your services.
they have a reasonable expectation that you can successfully perform if hired a building that meets the physical, intelectual and spiritual objectives of their project.
they can close with you a mutually acceptable and beneficial contract.
Marketing should be factual and informative. 
Since Vitruvious, (Firmness, commodity & delight), the matter of what constituted good architecture, was largely resolved. During the 20th century architects began to enagage more frequently in the practice of intangible justification and explanations of their design responses. The marketing has departed accordingly into the zone of intangibility for too many firms.
This is the information age and science reigns supreme in our culture. It is no longer OK to spew out meaningless rhetoric that does not fit some conjecture that is subject to testability in physicalness. To do so damages the credibility of the profession.
The current problem with Architecure in general arises from the professions lack of concensus about the vision of the desired future state. No one advocates architecture that does not have a timeless quality, that does not transcend current constraints, that fails to make sacred places or elevate the human spirit. It is important to hear what is being said and also what is not being said.
It appears to be more important to Architects to conceal the fact that some of our leaders and their philosophies are naked. There is nothing good about pointless intangibles.
It certainly appears to be the desire of some members of this forum to resist a definition of good Architecture that empowers measurability and to embrace eschew ofuscation in it's place.
"Wait a minute..Walker says "good" architecture is physical, non-physical and pretty." I feel a bit shortchanged by this type of summation. Please do not reinvent my statements to your rhetorical purposes.
At the core of good marketing is simply having something to say about the architecture your firm has built and wants to build.
It is essential to have therefore a viable process or analytical approach to determining whether or not any given building is good Architecture. How else do you promote your own work. I have not seen any of you express such a process or establish standards that such a process would hold you accountable to. That is weak marketing.
Physically all we have is light (energy) and surface (matter). Anyone who argues with that one is an ignorant person and quite clearly a naked impostor. You must have images therefore as the foundation of your marketing effort..
Marketing must take form according to a rational itellectual process. This is simply what is so. To market your services you must have a process aimed at the determination & achievement of desirable architectural quality, you must evaluate and successfully design to achieve three dimensions of human experience: the tangible physical experience, the non-tangible intelectual experience, and emotional or spiritual experience. It is all about what you experience. (Firmness, commodity & delight) Intellectualizations can not replace or invalidate fact associated with the Architecture you construct.
You can not have good Architecture unless it successfully accomplishes it's physical mission. Leaking buildings are bad Architecture and so are buildings that outgas poisons from unstable products.
You can not have good architecture that is an inadequate intelectual experience, or an inadequate intelectual design responce (it fails as commodity, it is over budget, it is in violation of law, no one will lease space in it because it is so ugly, etc.)
You can not have good Architecture that does not evoke some emotional reaction that you experience positively.
A market strategy that is not based upon what is so is just empty rhetoric. If you can refute the above three mandates for good Architecture please do so with some rational alternative. Otherwise please stop the babble.
TLW
_________________
Terry L. Walker, AIA
Terry L. Walker, Architects
_________________
Terry L. Walker, AIA
Terry L. Walker, Architects
terry.walker20@verizon.net |
|
| Back to top |
|
|
mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
|
| Posted: Thu Feb 02, 2006 3:21 pm Post subject: |
|
|
See other thread Walker.
I think it's a great idea Trilica, especially if you approach it tongue-in-cheek...meaning less "corporate" and more artisticly...well actually, more architecturally. Meaning architecture must stand out from real estate (selling me a condo?) or art display (nice to hang on wall) and so on. To push further, for example, take the image you posted. The thing that intrigues people the most is the rational and process behind the product, meaning they love to hear the story and the reasoning. Then that when you present your service...what you do can help them. Bam...you're marketing.
I see though the part to the whole: all aspects of the rpesnetation, icnluding the stand is designed around the concept. It is, as Walker says, about light and surface but also the tangible aspects, the tactile, the visual, whatever...the experience of architecture that most people take for granted. If we could engage them on this smaller scale, and draw them into the process...perhaps for example, they make the decisions, right or wrong and manipulate a space. They move a wall or choose a texture or orietntation and a fly-by is instantly generated with 24-hour time lapse...showing how the decision making process can greatly effect a space and then discuss it. Damn......
that would be something. But then again, we are the impossible impostors...no soup for us.
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. |
|
| Back to top |
|
|
mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
|
| Posted: Thu Feb 02, 2006 6:45 pm Post subject: |
|
|
oh...and p.s. - since architecture is about spatial qualities, somehow your great renderings need to convey more about space than objectness...if you know what I mean. Real Estate can sell your building in a heartbeat with the imagery, the icon of your strong design you show (great model..again) but to draw the common passerby into the world of architecture is to draw them into the process behind creating spaces.
It would require computer programming, but I now imagine a video game that the "person" moves planes, openings, and selects materials while wanderign through the spaces in 3-d view...I know it can be done as I've played games simialr to this but it's never been assembled for architectural quality. But see...now I'm deviating, how does it help sell *your* business...okay, I'm fresh out: I need feedback.
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. |
|
| Back to top |
|
|
trilitica
Joined: 13 Oct 2005
Posts: 122
Location: Bucharest, Romania
|
| Posted: Fri Feb 03, 2006 3:19 am Post subject: |
|
|
| Quote: | clients only hire you if:
they know you exist.
they can actually contact you and communicate with you.
they perceive you as a solution provider to their problem.
they have the resource to engage your services.
they have a reasonable expectation that you can successfully perform if hired a building that meets the physical, intelectual and spiritual objectives of their project.
they can close with you a mutually acceptable and beneficial contract.
|
Great!
_________________
Octavian Ungureanu,
architect
TRILITICA FRAME
Architecture & Engineering
Bucharest, Romania
www.trilitica.ro - in Romanian
www.building-design.ro - in English |
|
| Back to top |
|
|
mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
|
| Posted: Fri Feb 03, 2006 6:30 am Post subject: |
|
|
So what's the strategy to implement the obvious? (Do I have to indicate my level of sarcasm each time?) 
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. |
|
| Back to top |
|
|
solidred
Joined: 05 Jan 2006
Posts: 728
Location: Scotland
|
| Posted: Fri Feb 03, 2006 9:30 am Post subject: |
|
|
| Quote: | | Physically all we have is light (energy) and surface (matter). Anyone who argues with that one is an ignorant person and quite clearly a naked impostor. You must have images therefore as the foundation of your marketing effort.. |
Physically, perhaps (depending on what point of scientific progress one chooses to get off at).
However, I'm not convinced by Scientific Positivism as an intellectual idea nor am I convinced by attempts to generate architecture using only 'measurable' qualities.
There's lots to be said in praise of science, of course. One heck of a lot and I don't intend to argue against it, in a paragraph or two or otherwise. Nor do I intend to justify an appreciation of aspects of life that do not suit scientific analysis.
I'll just say that there is the world of difference between explaining / examining things by scientific method and science explaining everything.
To assimilate them would be to confuse technique with content. |
|
| Back to top |
|
|
mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
|
| Posted: Fri Feb 03, 2006 10:46 am Post subject: |
|
|
Well said solidred, very well said. Hm.
This reminds me that it's not all restricted to surface and light but rather what we do with them, the process if you will. As you say, not to confuse technique with content, or even method with materials (in another light - pun not intended).
Reminds me of cooking. We have the ingredients but how we prepare them is what makes all the difference. Then what's to draw attention to our meal among all meals? Is marketing more useful when focusing on technique or content?
Marketing major, I was not.
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. |
|
| Back to top |
|
|
TLWalkerAIA
Joined: 16 Apr 2004
Posts: 130
Location: Seattle Washington, USA
|
| Posted: Fri Feb 03, 2006 7:55 pm Post subject: |
|
|
I am not suggesting that I or anyone else GENERATE architecture using only measurable qualities. But I certainly can not generate anything without measurable qualities as a result of my effort. I am only saying we need something to build on in order to make progress as a profession.
Sarcasm and Satire are of great value, they are like a sort of glass wherein beholders generally discover everybody's face but their own; which is the chief reason for the reception it meets in the world, and that is why so very few are offended with it here or elsewhere. A little bit of wit mixed with an ill nature will equip a person for all the sarcasm and satire they could ever use; but the greatest instance and value of wit is to commend well and to know when it's over use has turned on it's maker. In the end, it is always a lonely and introspective occupation, but in the present state of the world, it is difficult not to write lampoons.
Science has limitations, it is only organized knowledge, it gives us knowledge but not wisdom with which to guide our discoveries, as of yet their is no weapon so terible that we have not used it. There is no protest here that science does have a propensity for contributing to human problems disproportionatly to the number of problems it actually solves. New Architecture rises from the crucibal of science and always has. It is only a tool that we use. Art and science have their meeting point in method. Art and science are both paths to the truth.
The problem my friends is that ignorance gives a sort of eternity to prejudice and a perpetuity to error. As a profession we do need a foundation of method to meet the challenges we are facing.
Thanks,
TLW
_________________
Terry L. Walker, AIA
Terry L. Walker, Architects
terry.walker20@verizon.net |
|
| Back to top |
|
|
mx2
millennium club
Joined: 18 Jan 2006
Posts: 1977
Location: Miami, Florida
|
| Posted: Fri Feb 03, 2006 8:24 pm Post subject: |
|
|
The sarcasm is found in the other posts. And I'm not sure why you feel architecture is all science, seriousness and fact. That's what I would expect from an engineer or developer. Have we bought into the idea that we muct constrain ourselves...then who shall dare be the next Bramante or Michaelangelo of the times and dream of the impossible?
What I mean is if you follow strict tenets for all things considered, including architecture, you are disallowing the opportunity for accidents to present themselves. Of course it would be predictable if you said accidents were meant to be avoided...just as you repeatedly resound your accusation of ignorant babble. What precisely do you find ignorant in anything anyone has presented in this forum? What precisely is wrong with accidental discovery? Some laymen call it trial and error.
I am no proponent for using haphazard methodology as architectural practice, that is not my point. But you claim to beleive art has its place in architecture but you praise the virtue of serious and effecient discussions about the science of architecture and not once have I seen an admission for whimsicality, in defence of the art of life. Instead I consistently remark prigishness and constraint as if it were a virtue...the only virtue. This oddly reminds me of the Odd Couple. Too much rascality can drive the most sober up a friggin wall!!! 
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. |
|
| Back to top |
|
|
|
blogger
del.icio.us
digg
slashdot
