Marketing architectural, engineering and/or construction (A/E/C) services is very different than other types of marketing—it certainly does not have much in common with distributor channel marketing or home improvement retail marketing.
How? First, A/E/C marketers target owners or managers of public or private construction projects. The focus of marketing is lead generation and winning projects. Relationships and reputation are critical in A/E/C marketing as the financial risk of construction projects is great.
No question, A/E/C marketing is becoming more competitive with lower construction activity, and new (competitor) entrants. A/E/C marketing includes all aspects of marketing, with different emphasis than other industries. Read more to see some results of a national survey conducted by the Construction Marketing Association, covering information on two important aspects of A/E/C marketing: using construction lead services and leveraging associations for networking. followed by a list of the Top 10 Marketing Best Practices for A/E/C Firms.
A Recent Survey Asked:
1. What types of marketing does your A/E/C firm use?
2. What marketing initiatives are most effective?
3. What marketing initiatives are least effective?
4. How do you measure marketing?
Some of the highlights of the survey include:
Marketing Best Practices Defined for AEC Firms
The Construction Marketing Association defined the Top 10 A/E/C Marketing Best Practices in a 2011 webcast, with sequence or chronology intended:
- Understand your brand perception, position, segmentation and SWOT.
- Develop a marketing plan with objectives, action calendar and measures.
- Search optimize your website with all search engine optimization (SEO) features (meta coding, site maps, reviews, etc.)
- Aggressive networking with associations (local/gregional, AGC, ASA, BOMA, AIA, etc).
- Develop/manage lead generation (project leads, customers, targets, contacts, emails).
- Build awareness through PR, Advertising, article placements and more.
- Leverage blogs and social media to communicate company and industry content.
- Deploy ongoing communications to contacts, titles, verticals, etc. via email campaigns, social posts, etc.
- Experiment with new markets, example geographic, government, etc.
- Leverage free publicity, wire distribution, editor lists.
Are you involved in marketing architecture, engineering or construction (A/E/C) services? Please comment below on your suggested marketing best practices.