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It's good to talk
- 1. ANDY CASSIE, CIB COMMUNICATIONS
- 3. Traditional one-way communication no longer provides the visibility and cut through required.
- 4. To really influence brand awareness and improve the specification of your products or brand amongst architects, you need to enter into a two-way dialogue.
- 6. #1 Enable an architect to experience your brand at a number of different levels and touch points.
- 7. #2 Differentiate your products and services from the ever-increasing competition by creating a real ‘personality’ behind your brand.
- 8. #3 Engineer and build a brand that has a ‘feel good’ factor.
- 9. #4 Most importantly, if delivered, correctly they’ll provide a far better ROI and integrate with your more standard marketing activity.
- 10. How to develop campaigns that speak an architect’s language?
- 11. #1 The key to success is marketing campaigns that provide real ‘interactivity’.
- 12. Watch the video here: http://www.vimeo.com/9397756
- 13. #2 Find some common ground.
- 14. Zumtobel QuinJung Ma, Baumschlager & Eberle Stephan Behnisch
- 15. #3 Architects love to create - they are creative people!
- 17. #4 They also love to see what their peers have been up to.
- 18. The do’s and don’ts when creating a campaign or competition for architects.
- 20. #2 Ensure it’s a level playing field.
- 22. #3 Avoid overt sales messaging.
- 23. #4 Encourage creativity but provide strict parameters from them to work within.
- 24. #5 Rewards/prizes don’t need to be excessive.
- 25. #6 Don’t ask them to simply do their job!
- 26. #7 Competitions with an obvious sales message.
- 27. #8 Competitions that relate to their day to day jobs.
- 28. #9 Don’t get them to design a product.
- 29. #10 Anything that is too complicated.
- 31. #1 Leverage the access that the core architectural magazines can provide to this audience.
- 32. #2 Credible titles are always looking to encourage more 2-way communication with their readership – be that vehicle!
- 33. #3 Weeklies tend to perform better than monthlies for competitions as they have the ability to build real awareness over a shorter period.
- 34. #4 Online should be used to drive response.
- 35. Corus ‘Greatest Advance in Construction’ Campaign
- 36. Corus ‘Greatest Advance in Construction’ Campaign
- 38. #1 Political or controversial if you are brave enough.
- 39. #2 Re-designing classic buildings or buildings they love or hate.
- 40. Monier ‘ Put a roof on it’ Competition
- 41. Monier ‘ Put a roof on it’ Competition ‘A Home for Boris’ by Anna Gibb
- 42. #3 Involvement with the quirky and famous.
- 43. GEZE ‘Create an entrance to London’ competition
- 44. GEZE ‘Create an entrance to London’ competition
- 45. #4 Getting the great and the good of the architectural community to judge does help too.
- 46. • Sir Terry Farrell • Ken Shuttleworth • Piers Gough • Julia Barfield • Chris Egret • Mike Davies Just a few of the judges we’ve had for various campaigns.
- 47. “Rarely in my experience has competition judging been so entertaining, so convivial and with so much fun and chat.” Sir Terry Farrell
- 48. #5 Don’t forget the ‘winning’ element. These are competitive people!
- 49. #6 But isn’t it all Architectural Students and Architects from Albania, Bhutan and Indonesia?
- 50. Zumtobel Photographic Competition • 83% of Top 100 practices • 25% were Partners or Directors • Over 4,000 requested cameras
- 51. #7 So now you probably want to know do they specify as a result and does it sell product?
- 53. #8 Finally, a few words of warning.
- 54. Speak to us: 01372 371800 www.cibcommunications.co.uk
Editor's Notes
- One way communication (ie the conventional advertising or dm approach) isn't good enough any more. If you want architects to take your products and services seriously you need to get into a conversation with them - interactivity is key and with an increasingly cluttered media landscape what will make your brand, one they will want to deal with. How can you make it happen?
- It’s all about speaking the same language and to have a true understanding of what appeals to an architect can be an interesting, fraught and difficult task, and perhaps there is no true commonality. What is for certain is that they are not an amorphous bunch, they are an eclectic group with a limiting amount of common ground.
- Number of click throughs better and hits on landing page than any other campaign – physically can see the product capability – they are touchy feely people and this is the nearest that we can come to currently, giving the architect an understanding of how flexible or how impact resistant this product is. We of course have been able to do this better only over the past few years. Ultimately traceable and more readily possible to track
- Number of click throughs better and hits on landing page than any other campaign – physically can see the product capability – they are touchy feely people and this is the nearest that we can come to currently, giving the architect an understanding of how flexible or how impact resistant this product is. We of course have been able to do this better only over the past few years. Ultimately traceable and more readily possible to track Successful introduction of online activity and product video shorts
- Exhibit other architects work which is of interest to the community as a whole and therefore by association you benefit. Carried this out on many occasions over a the past decade in co-operation with Aedas 800 architects to an inner London Gallery on one night – queues for drinks, whatever next
- They love to create – creating things in their own image – well sometimes (?), but they also love to see what their peers are up to. So finding the holy grail of what makes an architect “do it and create” has been a business long pursuit for us.
- Zumtobel Photographic Competition – based on a disposable camera which they cannot influence the results of.
- – ie design a washroom but you can only use Boggos co-ordinated vanity and cubicle products (CAD drawings provided) – this will not go down well and you will not get your return on investment – ie nobody will bother to enter.
- they want to be developing something for themselves that extends their thinking capabilities and their design thoughts
- if it will not go any further than the drawing board – its pointless, waste of time
- they simple won’t bother to bother.
- Journalists and publishers will always listen to what you have to offer other than if its uninteresting or you are trying to do the campaign for nothing. (naturally there has to be a buck to be won) Most titles want to communicate better with their readership and if this is a way of doing it, then the relevant title will “bite your hand off”
- as the have the ability to build real awareness over a shorter period.
- An example being creating over 5000 enquiries in the last two years for the Zumtobel competition – 95% online
- The Winner ‘ A Home for Boris’ by Anna Gibb “ My interest in Boris isn’t political. Rather it stems from an affection for his amusing ‘Boris-isms”.” Anna Gibb, Architect
- They do respond to be judged by their peers
- Quite the opposite – the 2010 Zumtobel campaign saw a total of 83% of the top 100 UK practices entering and around 25% of all entries were from Partners, Directors or Associates in the practice – they might just specify too. Ultimately with on line entry you can control who the receives the entry forms – as long as you get enough of the right type of entry. Just think how difficult it is for your sales organization to get into these practices and what you have to spend to achieve this. It’s a database which you can use (as they are opted in) and in the case of Zumtobel – returning the photographs to the entrants is a fantastic one to one opportunity, which you cannot get in any other way. In excess of 4000 architects have requested a camera in the last two years and the level of interest shown has increased over the years not diminished. Over 20% of the architectural population has actually completed the competition since its inception – now that is proper market penetration. (Show 2011 January Winners Pages on screen)
- Zumtobel – Show the Ere Fish Face MPU Company awareness level has increased significantly – awareness is now in the region of 90% compared to 55% ten years ago. In that research – the Photographic Competition has been regularly sited as why an architect knows Zumtobel or first came across them . Euroclad – Helped with product diversification and specifications of a specific product – Sales of Alpolic rainscreen cladding increased by over 100% for three successive years post promotion Monier - Put a roof on it – Product sales - Specifications up 57% YTD; Sales volume +9% YTD immediately subsequent to the end of the campaign
- Can this approach be appropriate for any type of specifiable product ? YES even commodity products such as Advance Steel Sections– ITS ABOUT BRAND BUILDING AFTER ALL AND IF YOU AS AN ORGANISATION ARE PROUD OF YOUR BRAND THEN THERE ARE BETTER WAYS OF COMMUNICATING IT THAN THE LESS DYNAMIC OR CONVENTIONAL WAYS – just as long as they have a benefit to the architect and you are seeking to supplement other activities that makes a difference from the rest of your competition. And OF COURSE THAT THE IDEA IS GOOD AND RELEVANT Now - no two architects think alike so what’s good for one may not be good for another – therefore may be the quirkier the offer the better the conversation you can begin or maintain. Virtually every manufacturer wants to create a relationship with this market via activities like this but do not try to force a square peg into a round hole.