Anyone who’s taken a college course in marketing is familiar with the “4 P’s of Marketing”: Product, Price, Place, Promotion. While these factors may influence how architects market their businesses, they don’t address one of the issues that architects struggle with most: differentiation.
4 P’s of Marketing, Part 1 of 2 | May 2012
Anyone who’s taken a college course in marketing is familiar with the “4 P’s of Marketing”: Product, Price, Place, Promotion. While these factors may influence how architects market their businesses, they don’t address one of the issues that architects struggle with most: differentiation. To differentiate your firm, let’s take a look at what I call the 4 P’s of Marketing for Architects.
Differentiator 1: Position
Having a sharply defined position for your architectural practice goes a long way in setting your firm apart from others, particularly because so few firms have a position statement that identifies who they are, what they do, for whom, and to what benefit.
Differentiator 2: Process
Naming your process makes it proprietary, makes it unique to your firm, and helps your firm to see how what you do can be more clearly communicated at each phase from everyone in your firm to everyone on the team and within your client’s organization.