marketing to architects & designers

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BEST PRACTICES FOR SELL ING BUILDING PRODUCTS THROUGH CONTRACTORS

UT IL Iz ING THE INTERNET . As is evident from recent research, building product manufacturers should also remember that contractors are increasingly using the Internet for product information. 70% of contractors research new equipment online, and more than 60% visit manufacturer websites.23 And the number one thing construction buyers want from manufacturer websites, after product pricing, is ease of navigation.24 Manufacturers should have product details easily accessible on their websites and focus on simple site design. Contractors are busy individuals, and although this is a challenge in and of itself, it is important that manufacturers use the Internet as an efficient means of communicating with contractors.

And although social media isn’t particularly strong among contractors today, marketers should view it as an opportunity to capitalize on an emerging trend. Particularly during difficult economic times, when contractors are looking for free access to advice, marketers have the ability to pave the way for effective social media marketing and communication with contractors.

“If a customer has seen a commercial on a product they

may request it, so we want to be knowledgeable.”

- David, CarpenterC O N N E C T I N G T O A & D

Audience Insight from Point to Point

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AUDIENCE INS IGHT FROM POINT TO POINT : CONNECTING TO A&D

UNDERSTANDING THROUGH ICE

Influencers, the Channel and End-users all play an important role in how your

products get specified and ultimately purchased. At Point to Point, we have a

methodology, called ICE, to help you understand these audiences and make

intelligent decisions to prioritize and segment your message. Using ICE, we can

clearly define and understand the role the A&D audience plays in your selling

process. With these insights, we can build strategies and create messaging that

connects most effectively to architects and designers.

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TOPICS OF INTEREST FOR THE A&D AUDIENCE

Case studies of

excellent projects

Construction tips

Field reports on

product performance

Technology for the office

Opinion pieces by architects

Technological information and

detailed images of products

The A&D audience is extremely powerful. In fact, they have a say in 95% of commercial materials used and a staggering 75% of the brands they specify are installed. If your products can become part of their consideration set, you’re in good shape. If not, it’s going to be an uphill battle.

Comprised of architects, designers and specifiers, the A&D audience is a savvy one. And a tough one to crack. Because of their heavy influence on product specification, they are assaulted with a barrage of advertisements, sales pitches and calls from manufacturers and reps every day.

So how do you become top-of-mind with these key people? By getting to know them—their attitudes, habits, beliefs and decision-making processes. The information in this report is intended to help you understand the A&D audience so you can better communicate with these influential professionals and increase the likelihood that they will specify your product.

THE A&D MARKET AT A GLANCE

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SELL ING WITHOUT SELL ING

If you’re thinking of delivering a “sales pitch” to this group, think again. Because our research shows that architects and designers don’t want to be sold. Instead, they prefer to draw their own conclusions by researching and collecting information from a variety of sources, particularly their peers.

To truly get traction with architects, designers and specifiers, you must talk to them on their terms. With this audience, your messaging can make or break you. In one study, an architect said he would never specify a certain product because he disagreed with the way its advertisement described architects and their talents. So needless to say, you need to be careful with your messaging.

Creating successful messaging is only possible if you understand the A&D audience.This means digging deep to find what drives them on both a personal and professional level. It also means giving architects and designers the information they crave, including case studies, field reports on product performance, detailed images and drawings, as well as opinions and editorials from colleagues.

And remember: this is a group that is rooted in the artistic community. So design and presentation are everything.

To truly get traction with architects,

designers and specifiers, you must

talk to them on their terms. With

this audience, your messaging can make

or break you.

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INS IDE THE ARCHITECT ’S M IND

Solution oriented

Seeks holistic approaches

with systems

that work together

Partial to simple elegance

Prefers imagination over

literal imagery

Enjoys inspired creativity

Wants to hear about

progress, not history

Motivated by

achievement and

recognition

Strong sense of

independence

Considers relationships

important

Has varied artistic

interests

THE ARCHITECT

Today’s architects see themselves as “master builders.” They take a general view of a project and usually count on outside sources to solve technical issues. Their primary goal is to utilize their creativity to transform an owner’s vision into built reality. They believe their work is important to society and oftentimes feel as though they are “speaking” through their buildings.

But it’s important to remember that architects want to strike a balance between creativity and practicality. They view architecture as an art, a profession and a business. And they realize that the tangible value to the owner is the true measure of design success.

Optimists by nature, architects enjoy their work even though they feel they are seldom given the opportunity to truly flex their creative muscle. Competitive and performance driven, they like to be recognized for their work and impeccable service delivery.

The average non-residential architect makes over 17,000 decisions and specifies 1,500 products for each project. These choices need to be made quickly and confidently. To accomplish this, architects depend on those who provide ongoing support, have proven track records and can help streamline relationships with builders and proline dealers.

ARCHITECTURAL F IRMS

There are over 20,600 architectural firms in the United States, employing 105,000 licensed architects. The architectural industry is expected to experience 16% job growth in the next eight years, faster than the average for all other occupations.

Architectural firms are often small businesses, with almost 80% having fewer than ten employees and only 2% having more than 100 employees. About 21% of architects are self-employed, which is nearly three times the national average for other industries.

While large firms tend to attract projects across the country, mid-sized firms think regionally (50-100 mile radius) and small firms keep their focus within a two to three county territory.

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THE ROLE OF ADVERTIS ING

Although architects are busy people, they do take the time to read industry publications.

What exactly are they reading in these magazines? Advertisements. In fact, half of what architects read are ads. Popular periodicals such as Architectural Record understand this fact. That’s why they always maintain a 50/50 balance between editorial content and advertisements.

If you want to catch the attention of architects, be sure your ads are smart, well-designed, and reach the architect on a personal and emotional level.

THE ROLE OF THE INTERNET

The Internet has become an essential tool for architects and is used for everything from product information to industry networking. In a 2008 survey of architects, 98.2% said they conducted product research via the Internet.

When architects begin their Internet research, they are overwhelmingly turning to search engines (mainly Google). Given the fact that like most consumers, architects don’t go beyond the first page of search results, search engine optimization is an essential focus for manufacturers looking to connect with architects online.

Once you’ve optimized the content on your website, be sure it has streamlined design, user-centric navigation and readily-available information. Architects use the Internet in the initial stages of product specification, and manufacturers that fail to provide necessary product information up front will quickly be out of the running.

While younger architects can easily navigate almost any website, mid-career and senior architects (who are the most influential in product specification) prefer basic websites with easily accessible images and product information.

CHALLENGES OF ARCHITECTS

Constantly providing value to

owners while guiding them toward

better designed buildings

Breaking the perception that they

don’t listen to owners to discern

what’s really important to clients

Keeping up with behavioral

psychology and technological

advances for the workplace

Over-committing in a deadline-

driven profession

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THE ROLE OF SOCIAL MEDIA

As business-to-business marketers begin to embrace social media in large numbers, manufacturers should be aware of the opportunities social networking can provide. One social network for architects, Architizer.com, began in November of 2009 and already has close to 25,000 registered users.

Sites like Architizer.com and others allow architects to discuss industry topics and share images of their work. Research shows senior architects value peer architect assurance above all other sources when specifying products. Architects view themselves as a collaborative community, and through social media, manufacturers can join the discussion to become an informative and trusted part of this community.

THE ROLE OF MOBILE MARKETING

While mobile marketing is increasingly seen as a viable option for manufacturers, architects remain largely uninterested in it. In a 2008 study, 69.2% of architects said they did not want to receive architecture news on their mobile phones, while 78.3% were uninterested in receiving product bulletins on their mobile phones.

Research indicates that architects are slowly adapting to the new media, and it will become a more viable means of reaching them in the coming years.

THE ROLE OF SALES REPRESENTATIVES

Architects are required to take state mandated continuing education units, and often choose to receive credit through “lunch and learns.” These events present a relationship-building opportunity for manufacturer sales representatives. Architects view sales reps as having a limited knowledge of product specifications, so any representative with a thorough understanding of their product will immediately stand out, gain trust and win clients.

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AGE SEGMENTATION

To gain a clear understanding of architects, manufacturers must be aware of differences that emerge within this group based on age and career level.

Young architects do not generally specify products and must often undergo a transition from the “dream big” thought process they learned in college to an understanding of “real world” architecture. This group does, however, conduct copious amounts of product research, which is eventually passed along to more seasoned architects.

Mid-career architects (30-45 years old) are in a constant process of reviewing products and sample collection. They have the largest role when it comes to product specification, but they report to the senior architects for the ultimate decision. Mid-career architects seek in-depth product information and want to have sources for supporting their recommendations. Most feel that manufacturer sales representatives don’t offer the level of detail they need.

Senior architects (45+) are responsible for building relationships with clients and making final product specification decisions. Senior architects are held accountable if products fail, so they are often concerned with warranties and product guarantees. They like to use products they’ve worked with in the past, but they want their associates to stay up to date on the latest research and trends. Building product loyalty and brand trust is imperative with this group, but it is also crucial that manufacturers continue to provide innovative solutions to help senior architects steer clear of the monotony they hope to avoid.

MID-CAREER ARCHITECT SPECIFY ING SEQUENCE:

1. Design inspiration (usually images in a print magazine)

2. Google text search

3. Review product images

4. Download detailed images of built out product, if available

5. Check manufacturer’s website

6. Download specifications and detail drawings, if available

7. Contact manufacturer representative

8. Present product to senior management

9. Senior management presents product to client

10. Integrate product drawing and spec into design plan

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Here are the raw numbers:

Seven out of ten designers are women.Three out of five are age 45 and older.They are extremely influential, specifying $46.3 billion in products annually ($2.05 million per firm).

To truly understand designers, you’ve got to get inside their heads. Design, as you would imagine, permeates every aspect of their lives – professionally and personally.

They are passionate about it, and draw inspiration from the architecture, fashion, colors and landscapes they encounter each day.

But make no mistake; designers take a very active role in studying the “business” aspects of their profession as well.

The designer’s world is hectic. Tight deadlines and multiple projects create fast-paced, stressful work environments. A typical week in the life of a designer includes:

• Working on drawings and designs• Meeting with clients• Researching products• Specifying products• Preparing presentations• Meeting with project teams• Meeting with vendors• Meeting with consultants

WHAT DES IGN F IRMS SPECIFY

Flooring – 98%

Paint – 97%

Lighting – 94%

Textile – 93%

Surface Materials – 93%

Contract Furniture – 85%

Hardware – 81%

Window Treatments – 81%

Kitchen & Bath – 76%

Ceilings – 74%

Accessories – 73%

Doors – 64%

Outdoor Products – 47%

Residential Furniture – 46%

Windows – 43%

THE DES IGNER

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Like architects, designers look to manufacturers for help. Successful manufacturers create deep, strong partnerships with designers by delivering impeccable service. Sales representatives need to have superior knowledge of their products and their viable applications so they can work with the designer both to solve and prevent problems. Manufacturers that are able to accomplish this will be rewarded with repeat business.

Designers crave information and are always looking for inventive ways to solve their clients’ problems. To conduct research, they rely on the following sources:

• Professional publications - 87%• Internet - 73%• Manufacturer catalogs/sample books - 63%• Sales representatives (See an average of 1

per week) - 59%• Showrooms - 59%• Tradeshows - 54%• Word of mouth - 39%• Shelter publications - 21%• Product directories - 16%

Also of note, 89% of designers say ads in professional design books are important for reviewing new products.

Following broader trends, there has been a surge in Internet usage among designers. What exactly are they doing online? Here’s a quick snapshot:

• Researching a product - 90%• Getting a manufacturer’s contact

information - 86%• Researching product specification - 84%• Finding out more about a product seen

in a magazine - 81%• Reviewing or downloading manufacturer

catalogs - 75%• Requesting more product information from

manufacturers - 75%• Requesting product samples from

manufacturers - 75%• Searching online product directories - 69%• Sourcing or specifying a product - 65%• Getting ideas for a project - 58%• Obtaining pricing – 52%

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DESIGN F IRMS

There are more that 25,000 design firms in the U.S., working on an average of 86 projects each year. While the majority of these firms (over 21,000) classify themselves as interior design firms, almost 4,000 categorize themselves as architectural design firms.

MOVING FORWARD

Industry wide, interior design staff size has decreased by about 25%, but salaries and billing rates have increased. As the industry becomes increasingly competitive, most firms are moving into new segments. Here are a few things to keep in mind:

• 70% of firms are focused on creating new business

• 73% said acquiring new clients was one of the top strengths of a successful firm

• Employment in interior design is expected to grow 19% between now and 2018. Similar to architects, this is faster than the average for all other occupations.

• Three areas of design that are becoming increasingly popular are ergonomic design, elder design, and environmental design

• Many interior designers also perform freelance work in addition to holding a salaried job in interior design or another occupation

“Industry wide, interior design staff size has

decreased by about 25%, but salaries and billing

rates have increased. As the industry becomes

increasingly competitive, most firms are moving

into new segments”

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Dominated by males in the 50-year old range, the specifying engineer audience is the smallest, yet most influential, within the A&D community. Whether members of a firm or independent consultants, they will be the “gatekeepers” of a job.

Owners rely on specifiers for guidance in a wide variety of areas (see sidebar). As a manufacturer, it’s important to understand where their expertise is needed so you can give them the tools to be fully informed and build their relationship and trust with their clients.

The specifier is concerned with minute details and specific elements, always maintaining a heavy focus on the function of the project. Many architectural spec writers are also registered architects, and the majority of the work that specifiers do centers on an understanding of how products work together. Specifier recommendations carry significant weight. In fact, half of all product brand decisions are made by this group.

There are a handful of reasons that a specifier would approve a brand substitution. These include product availability, new product or product improvements introduced after original specification, familiarity with requested brand, energy savings/lower life-cycle cost, lower first bid from another brand, change in supplier preference, change in technical standard in industry, change in code or government regulation and liability considerations.

THE SPECIF IER

WHY OWNERS CONSULT SPECIF IERS

Code and regulation compliance

Energy efficient building

system solutions

Master planning

Suggestions on building systems

and technologies

Power quality and reliability

MEP technology suggestions

Researching alternative products

Product brand suggestions

Building systems integration solutions

FACTORS FOR PRODUCT SUPPL IER SELECTION

Product quality

Previous experience with manufacturer

Technical support

Manufacturer’s reputation

Technical advantages

Lead/delivery time

Energy efficiency

Sales rep’s knowledge and assistance

Life-cycle cost advantage

Manufacturer’s completeness of line or

systems capability

Maintenance

Warranty

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INFORMATION GATHERING

On average, a specifier meets with one or two manufacturer sales representatives each week, each call lasting about 23 minutes. As is the case with architects, “lunch and learn” sessions are preferred over traditional sales calls. To help assure a face-to-face meeting, be sure the rep has strong technical product knowledge, the requested information is provided and product information is sent prior to the meeting.

Specifiers rely heavily on conversations with their peers, architects and prior experiences with products. In selecting suppliers for a project, most specifiers will turn to their preferred vendor list to gather quotes. Updated frequently, anyone in the firm can add a supplier to the list, although the specifier is twice as likely to maintain it. Since these engineers gather information about manufacturer products from many different sources, it’s important to utilize many different communication vehicles.

By using diverse media, you’re more likely to increase the frequency with which a specifier sees you. And, if you communicate the information they’re interested in, your products are more likely to be part of their consideration set.

MOVING FORWARD

The role of specifiers has been slowly changing over the past five years. Many projects now do not include input from engineers to save on costs. Larger offices still have a skeleton crew of specifiers, but even at these firms, specifier activity has declined as project managers have begun writing specs.

To combat this trend, specifying engineers have become more proactive and efficient. They are staying abreast of the newest technologies and automation and are getting better versed in system integration from start to finish. They’re also designing to meet and keep current with codes and regulations. By continuing to enhance their knowledge and add value to the projects they work on, specifiers will remain a dominant influencing factor in the A&D community.

INFORMATION SPECIF IERS ARE MOST INTERESTED

IN RECEIV ING

Technical features and advantages

Application data

Product catalogs

Product specifications

New products or design innovations

Pricing

Energy-saving features or ROI data

Performance reliability

Competitive comparisons

Maintenance and service

Total systems capability

Equipment quality

Environmental impact

Warranty

Availability

Sales and distribution

WHERE SPECIF IERS GET THEIR INFORMATION

Trade publications and

newsletters

Lunch and learn sessions

Mailed literature

Personal sales calls

Websites/webcasts

Industry tradeshows

Industry e-newsletters with

links to websites

Trade publication and

newsletter advertising

Manufacturer road shows

Manufacturer produced webcasts

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http://www.insidearch.org/home.phphttp://www.aia.org/practicing/AIAB082800http://www.bls.gov/oco/ocos038.htmHanley Wood 2008 Architect Website Survey2010 Universe Study of the Interior Design Professionhttp://www.interiordesign.net/article/4833742010_Giants_A_Spoonful_of_Sugar.phphttp://www.bls.gov/oco/ocos293.htmThe Barbour Report

SOURCES

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Point to Point is an advertising and interactive marketing firm that helps our clients identify, bring into focus and overcome complex marketing challenges. Our expertise in branding, interactive marketing, social media, SEO and media planning allows us to solve each client’s unique problems in ways that maximize results. Our goal is always to be a catalyst of change for our clients by moving them from where they are to where they want to be.

To find out how we can help you build a more prosperous future, contact us:

Scott Moss Director of Business Development 216-364-0432 [email protected]

P O I N T O P O I N T

23240 Chagrin Blvd, Suite 200Cleveland, Ohio 44122 216 -831-4421 pointtopoint .com

marketing to architects & designers

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