PROJECT BASED MARKETINGAN INNOVATIVE APPROACH TO PROJECT BASED, FUNNEL MARKETING…
PROJECT BASED MARKETING
AGENDA
• Take account based marketing (ABM) to the next level
• Drive information awareness among architects as they make their
way through the specification journey
• Maximize your marketing efficiency with the most targeted of
audiences
PROJECT BASED MARKETING
PBM: PROJECT BASED MARKETING
Showcase your product’s benefits on the platforms most trusted by design professionals through the spec cycle.
PROJECT BASED MARKETING
WHAT IF WE COULD MARKET TO ARCHITECTS…
In a more scientific way?
Starting with the benefits of Account Based Marketing
• AIA member firms, involved in…
• The most relevant architectural projects in the US
• Targeted design & market conversations utilizing…
• The most appropriate platforms
PROJECT BASED MARKETING
WHAT IF WE COULD MARKET TO ARCHITECTS…
In a more scientific way?
Starting with the benefits of Account Based Marketing
Specific to Project Work by groups of firms:
• Indexed to third party construction data
• Past three years of completed work by project type and firm
• Cross-tabulated to HW Design Database by firm and design contacts
PROJECT BASED MARKETING
WHAT IF WE COULD MARKET TO ARCHITECTS…
In a more scientific way?
Starting with the benefits of Account Based Marketing
Specific to Project Work by groups of firms
Educating prospects through the Specification Journey
• A funnel-based marketing program…
• Tailored to drive product benefit through the cycle
PROJECT BASED MARKETING
WHAT IF WE COULD MARKET TO ARCHITECTS…
In a more scientific way?
Starting with the benefits of Account Based Marketing
Specific to Project Work by groups of firms
Educating prospects through the Specification Journey
While using only the Most Trusted Tools at each stage
• Mapping the top Most Used & Most Trusted media & non-media product platforms…
• At every step of the specification process
TOP FIVE SOURCES AT EACH STAGE OF THE SPECIFICATION JOURNEY…
PROJECT BASED MARKETING
INTRODUCING PROJECT BASED MARKETING
A new way to drive product adoption through the funnel…
• It starts with the Hanley Wood Design Group Database and Product Platform suite of
marketing solutions
• Overlaid with data around which firms have worked on specific project types in the past
three years.
• “Good / Better / Best” levels of investment, tied to a program that pushes prospects
through the specification funnel by project type…while utilizing…
• Only the tools MOST USED and MOST TRUSTED at each stage of the process, as
determined by the ARCHITECT Construction Industry Content Consumption Study
FIRST… CHOOSE A PROJECT CATEGORY OF FOCUS
Education
Annual Put in
Ranking Type of Project Contacts Place $
1 Education 27,000 $96B
2 Commercial / Retail 16,000 $91B
3 Office 22,000 $75B
4 Healthcare / Medical 19,000 $42B
5 Lodging / Hospitality 14,000 $40B
6 Amusements / Stadiums 23,000 $25B
OfficeCommercial &
RetailLodging /
Hospitality
Healthcare /
MedicalAmusements &
Stadiums
Program Elements
Awareness:• Native Content – tied to AWARENESS
• Project & Building Category Pain Points Article
• Targeted digital branding through ARCHITECT Leaderboard and/or
Medium Rectangle Run of Site Advertising
• Social media boost
• ARCHITECT Facebook & Twitter
• 1.8M+ followers
• Site, NL, social promotion of Native Series
Consideration:• Native Content – tied to CONSIDERATION
• Client Project Native Article
• Project Gallery (site & NL sponsorship)
• ARCHITECT Weekly (NL sponsorship)
• Site, NL, social promotion of Native Series
BENEFIT FROM A COORDINATED CAMPAIGN THROUGH THE FUNNEL
Preference:• Native Content – tied to PREFERENCE
• Interview of Subject Matter Expert / Executive Viewpoint
• ARCHITECT Newswire (Text Listing Sponsorship)
• Custom eBlast
• Targeted to PROJECT CATEGORY CONTACTS with firm
specifying influence from the database
• Blast focused on Native Project Content
• Site, NL, social promotion of Native Series
Action:• Custom eBlast
• DesignResources – aggregate NL of client resources sent to
PROJECT CATEGORY CONTACTS
• Direct Lead Generation of Project Category Contacts
• Impact Scorecard
NEXT… SELECT YOUR PLAN OF ATTACK
Units or
Frequency Unit Detail
Native Series 1 Awareness Native Article
ARCHITECT Digital Branding Awareness 75,000(728x90)
(300x250)
Social Boost - ARCHITECT Awareness 3xBlasts FB or
Native Series 2 Consideration Native Article
Project Gallery NL Sponsorship Consideration 1x Box 2-4
ARCHITECT Weekly Sponsorship Consideration
Native Series 3 Preference Native Article
Custom eBlast: PROJECT Specifiers in Category Preference 5,000(728x90)
(300x250)
ARCHITECT Newswire Text Sponsorship Preference 2 Weeks of
Text Listings
Custom eBlast: PROJECT Specifiers in Category Action 5,000(728x90)
(300x250)
Project Category Direct Leads Action 25"Hand Raised"
Leads
Impact Scorecard Action Included!
Platform Stage
In-Market (Good)
NEXT… SELECT YOUR PLAN OF ATTACK
Units or
Frequency Unit Detail
Units or
Frequency Unit Detail
Native Series 1 Awareness Native Article Native Article
ARCHITECT Digital Branding Awareness 75,000(728x90)
(300x250) 100,000(728x90)
(300x250)
Social Boost - ARCHITECT Awareness 3xBlasts FB or
Twitter 6xBlasts FB or
Native Series 2 Consideration Native Article Native Article
Project Gallery NL Sponsorship Consideration 1x Box 2-4 2x Box 2-4
ARCHITECT Weekly Sponsorship Consideration 1x Box 2-4
Native Series 3 Preference Native Article Native Article
Custom eBlast: PROJECT Specifiers in Category Preference 5,000(728x90)
(300x250) 10,000(728x90)
(300x250)
ARCHITECT Newswire Text Sponsorship Preference 2 Weeks of
Text Listings 3 Weeks of
Text Listings
Custom eBlast: PROJECT Specifiers in Category Action 5,000(728x90)
(300x250) 10,000(728x90)
(300x250)
Project Category Direct Leads Action 25"Hand Raised"
Leads 35"Hand Raised"
Leads
Impact Scorecard Action Included! Included!
Platform Stage
Competitive (Better)In-Market (Good)
NEXT… SELECT YOUR PLAN OF ATTACK
Units or
Frequency Unit Detail
Units or
Frequency Unit Detail
Units or
Frequency Unit Detail
Native Series 1 Awareness Native Article Native Article Native Article
ARCHITECT Digital Branding Awareness 75,000(728x90)
(300x250) 100,000(728x90)
(300x250) 300,000(728x90)
(300x250)
Social Boost - ARCHITECT Awareness 3xBlasts FB or
Twitter 6xBlasts FB or
Twitter 8xBlasts FB or
Native Series 2 Consideration Native Article Native Article Native Article
Project Gallery NL Sponsorship Consideration 1x Box 2-4 2x Box 2-4 3x Box 2-4
ARCHITECT Weekly Sponsorship Consideration 1x Box 2-4 3x Box 2-4
Native Series 3 Preference Native Article Native Article Native Article
Custom eBlast: PROJECT Specifiers in Category Preference 5,000(728x90)
(300x250) 10,000(728x90)
(300x250)
All Available
Names
(728x90)
(300x250)
ARCHITECT Newswire Text Sponsorship Preference 2 Weeks of
Text Listings 3 Weeks of
Text Listings 3 Months of
Text Listings
Custom eBlast: PROJECT Specifiers in Category Action 5,000(728x90)
(300x250) 10,000(728x90)
(300x250)
All Available
Names
(728x90)
(300x250)
Project Category Direct Leads Action 25"Hand Raised"
Leads 35"Hand Raised"
Leads 50"Hand Raised"
Leads
Impact Scorecard Action Included! Included! Included!
Platform Stage
Dominant (Best)Competitive (Better)In-Market (Good)
FINALLY… ASSESS YOUR RESULTS!
THE HANLEY WOOD IMPACT SCORECARD BENCHMARKS
FUNNEL RESULTS THROUGHOUT YOUR CAMPAIGN…
BENEFIT FROM ADDED POWER TO YOUR PROGRAM
Multiple Project Category Discounts:
• If you add a SECOND PROJECT CATEGORY to your 2019 plan…
• Take an extra 10% OFF both Project Plans
• For a THIRD PROJECT CATEGORY added, or more…
• Benefit from a 15% DISCOUNT on ALL Project Plans
Lead Generation Add-On Plan:
• At conclusion of your program, you can supplement your built in leads by adding:
• Up to 50 additional project category leads
• Normally priced at over $185 per engagement…yours for $60/net per lead!!!
Q&AInterested in learning more about Project Based Marketing?
Contact [email protected]
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