9th May 2023

Time54 is a specialist marketing agency that works exclusively with building product manufacturers within the construction industry. Here it takes a look at how to reach this important group of specifiers.

The successful marketing campaigns targeting architects and design teams focus less on simply promoting product/service features, and more on engaging with them and involving them in meaningful conversations.

But what does this mean?

Brands need to focus less on inward communications e.g. “Here is our latest product” and more on the needs and requirements of architects e.g. “How can we help you achieve the required aesthetic and functional performance for your project?”

Architects and design teams want to be inspired and educated with marketing communications, not being sold to.

Here are three points to help improve your understanding of targeting architects:

1) Understand architects’ needs

To successfully target architects and design teams, it is critical to understand their requirements, job scope and key drivers in how they design and specify products.

The process of selecting products for a project is complex, with many different factors influencing the decision-making process – aesthetics, performance, reliability, quality, technical support, are among the most considered.

Generally, architects will specify products and brands they are comfortable with and have worked with in previous projects. They will know how to integrate a product into their design plans, they will be comfortable with the product performance and whether it is fit for the purpose intended, and they will have received competent technical support from the existing supplier.

If an architect is to specify your product over a product they have used many times before, they will need to justify their decision to colleagues, stakeholders, and clients within a project.

They will also need to feel reassured and trust that your product and brand is able to add value to their project requirements, minimise risk, and ensure project success.

2) Add value to the architects’ project

First and foremost you need to market your brand as an expert, not just as a product manufacturer or service provider.

Architects don’t just want a product for their project. They want a product that is backed by comprehensive performance data and a reliable technical team.

With this in mind, think about your marketing strategy and campaigns as an opportunity to get in front of architects and inspire and educate them on your product.

Demonstrate to them how it works in the overall built environment and how it contributes to the bigger picture for their project scope. An example here is can your product help with their initial product specification in terms of aesthetics and performance? As well as long-term product life cycle benefits and sustainable and green impact.

This approach can help the architect come to a quicker understanding of how your product can benefit their project and become a trusted brand, in turn, encouraging them to specify you.

3) How to position yourself as an industry expert

Positioning yourself as an industry expert is driven by content marketing, and is the key to building better relationships with architects.

It is important to think carefully about the content you write and your message you communicate, whether it is your website, social media channels, emailshots or other channels.

Don’t just write about your product or your company. Write carefully considered content that solves problems architects may face, or impactful case studies that show how you have helped other architects in their projects in a real life application.

Communicating facts doesn’t build trust. Rather than focusing your content on your business and the various features your products or services have, focus on problems and pain points that your audience are experiencing.

By focusing on your audience’s needs, you are creating content that they will find valuable. And as a result, you are tapping into their unconscious bias and their emotions.

It is important to realise that the decision making process within the specification process is made by emotion and justified by logic.

Yes, is important that your product or service is fit for the purpose intended within a project, and has to conform to various UK Building Regulations or other industry accreditations. This is the logic side.

But it is important to realise that the final decision isn’t based on logic. It is based on emotion, and whether the specifier likes you, trusts you, and wants to do business with you. This is where it is important to create engaging content that makes your audience feel good. You need to educate them, inspire them, and demonstrate your expertise and brand values.

Final thought…

To achieve successful marketing strategies and campaigns targeting architects and design teams, it is important to inspire and educate them through your content marketing.

Carefully considered, clear, well-written content connects your brand to the vision of the architect’s project, and importantly builds trust and creates a personal connection.

Get to the point, be relevant and leave an impression to secure your brand’s spot in architects’ go-to list of preferred products.

The Construct UK Sales & Marketing Directory hosts over 75 articles, 1,000 construction events and 30 different databases for download. The annual £195 (+VAT) subscription fee provides unlimited access to all resources on the site.

Keep up to date with the latest construction marketing news by registering for our regular free construction sales and marketing e-bulletin here.

Follow us on Twitter