The traditional “4 P’s of Marketing” we learn about in college (Product, Price, Place, Promotion) don’t address one of the most difficult aspects of marketing an architectural practice: differentiation.
4 P’s of Marketing, Part 2 of 2 | September 2012
The traditional "4 P's of Marketing" we learn about in college (Product, Price, Place, Promotion) don't address one of the most difficult aspects of marketing an architectural practice: differentiation.
The 4 Ps' of Marketing for Architects are about clarifying how you communicate the factors that set your firm apart from your colleagues.
Differentiator 3: Professionals | Profiles
Writing about your professionals is a critical way to differentiate your architectural firm from others. The profiles need to include 3 things: solid copy writing, great photography and throught leadership that establishes each person’s deep expertise.
Differentiator 3: Professionals | Photography + Thought Leadership
Wisely using photography and thought leadership such as publishing and speaking can help architects to differentiate their firms from their competitors. Doing this clarifies for clients how they benefit by working with a firm.
Differentiator 4: Portfolio
Looking for a way to differentiate your portfolio? Try using fewer words about the building or place. Instead, discuss the client’s needs and the benefits your work provided.
A Clear Position Statement in 4 Parts
Few architects have position statements, yet they all need them. Learn how to convey who you are, what you do, for whom, and to what benefit.