Jack Meisinger
Marketing to specifiers can be a daunting task.
You’re competing with established brand names, known quantities and figureheads that mean something in the construction industry. You are communicating complex engineering requirements and regulations in every word you choose.
It's no surprise many marketers struggle to find their footing – but it doesn't have to be so difficult.
With the right know-how, key strategies tailored toward your target audience and design elements that grab attention, any marketer can develop a successful approach for marketing to specifiers.
In this blog post we'll dive into the steps needed to ensure you are getting all of the attention you need from the people who build our world: specifiers!
Where do architects fit in the decision-making unit?
Construction projects require numerous stakeholders to properly plan and execute a successful build. Architects, engineers, and contractors all work together to produce a successful project that meets client expectations.
Architectural design begins with the selection of building materials. The architect typically talks with the owner or contractor to specify the materials that should be used before offering their design ideas. Ultimately, specifiers influence decisions, but don't make them.
Engineers often provide important guidance on the expected performance of any specified building materials while also developing cost estimates based off of the given material selections.
The contractor oversees the purchasing and application process of any applicable building material in order to ensure a smooth install during construction. They are the ones who actually place the order.
Working together, these professionals ensure safe and efficient use of a wide variety of building materials for any construction project.
How are Architects Different from the Rest of the Supply Chain?
Architects are different than other construction professionals. Unlike many other construction experts, who bring specific skillsets and knowledge needed to complete a building project, an architect is responsible for the big-picture design of a structure.
Architects strive to create modern designs that stand the test of time while being aesthetically pleasing and environmentally friendly at the same time. They understand how to bring together mundane components like walls and windows into artful compositions, as well as studying present trends in architecture to anticipate changes over the life of a building.
As such, architects are uniquely suited to bridge the gap between creativity and practicality – no matter if it's for commercial or residential buildings.
What Do Marketers Need to Do to Reach Them?
Marketers can tap into the unique needs of architects by understanding how they prefer to learn.
A successful marketing strategy starts with identifying what type of content resonates with architects – high-level data points, hands-on projects, or industry insights?
Once identified, marketers need to create custom content that engages and educates through multiple channels. This could be in the form of in-person CPD sessions, webinars, written material, or even RIBA-approved tours.
Providing design insight that informs, challenges, or sparks new ideas is a key part of marketing effectively to this audience.
By developing a comprehensive marketing strategy specifically tailored to reach architects, marketers will be one step closer to connecting their product or service with those who need it most.
Conclusion
As with any market, it is essential to do your research and understand your audience before diving in.
When marketing to specifiers, know that they are a unique group of people who learn, share and make decisions differently than the average consumer. Luckily, there are specific steps and strategies you can take to grab their attention and get your message across.
From understanding how they prefer to learn about new products or services to creating custom content for multiple channels, following these tips will put you on the path to success when marketing to architects and other specifiers.
Want more guidance? Check out our previous blog post on specification marketing here. It is packed with detailed information about how to reach this important target audience.
Thanks for reading!