Marketing is more important than ever in a downturned economy. It’s how you make the connection between what the client needs and what your firm does well.
This article is for subscribers only.
Please NoteExisting members: if you have not logged in since August 21, 2012 please reset your password before logging in as we have transitioned to a new system that requires a new password.
If you are already a Design Futures Council member or DesignIntelligence yearly subscriber, and don't have an account, please contact us and we will set it up for you.
Leveraging consumer creativity for productive, predictive, innovative architecture Read full »
Lessons learned from a successful and iconic consumer-driven company Read full »
There are two kinds of trends: those that affect the firm from the outside and those that are created from within. Read full »
Keep Marketing Material Handy
Create a boilerplate content folder on your network. Save marketing content — positioning message, mission statement, elevator speech, tagline, etc. — as boilerplate copy for easy retrieval and use in your marketing materials, including your Web site, print and electronic brochures, e-news, newsletters, and the like.
Create a story idea archive. Review your knowledge and distill story ideas from case histories, personnel profiles, corporate events, and national trends that your firm is part of or a new research report of interest to clients and prospects. The story idea archive will complement your image archive. Add to it on a regular basis. Keep it categorized for easy retrieval for press releases, speeches, media pitches, and client presentations.
Create an image archive. File high-resolution photographs so they can be easily e-mailed or downloaded from a media room on your Web site. Include employee head shots.
Create an archive of press releases, columns, and articles. Catalogue all releases. When someone on your staff writes a column or is quoted in the press, be sure to archive these pieces. They will be invaluable for future marketing.
Include press releases, columns, and articles on your Web site. Place this information in chronological order and make it available to the public.
Source: Business Comes to the Expert by Brenda Richards and Kathleen Soldati, www.greenway.us/expertbook
DI.net RSS Feeds
DI.net on Twitter
- Starting Your Own Practice: The Challenges and Rewards, According to ArchDaily Readers | ArchDaily ow.ly/VkSDx11 minutes ago by @dinet
- Daniel Libeskind on Immigration, New York City, and 'the State of the World' | ArchDaily ow.ly/VhLUl1 day ago by @dinet
- What Do You Wish You Had Learned in Architecture School? | ArchDaily ow.ly/Vguj11 day ago by @dinet