AIA 2006 National Convention and Design Exposition Firm Marketing From the Client Perspective Session FR06 June 9, 2006 8:15 - 9:45 am This program is registered with the AIA/CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. Questions related to specific materials, methods, and services may be addressed at the conclusion of this presentation. Jamie Rice Chief Strategy Officer Carton Donofrio Partners, Inc. Agenda 1. Marketing basics 2. About clients 3. Finding your message 4. Building a marketing plan 5. Role of the AIA brand 1. Marketing basics A sales-oriented firm tries to get the client to want what the firm has. A marketing-oriented firm tries to get the firm to have what the client needs. Firm Client Marketing is all about perspective YOURS Firm Client THEIRS Marketing is all about perspective What is a brand? • Set of Expectations about the Experience • Customer Promise/Covenant • More Emotional than Rational • Single greatest asset Brands exist solely in the mind of customers “Everything matters.” Scott Bedbury A New Brand World Brand vs. Position • A brand is who you are – Across all audiences – Consistent over time • A position is your relationship to the competitive frame – Can differ by audience, segment – Can change as offerings change [...]... • Benefit – Outcome for the client Marketing basics • View everything from the client s perspective • Your brand is a set of expectations – Clients, Employees, Partners • Your position is how you are different – Audience, offer, benefit 2 About clients Clients are people People do business with people “My space My project.” • Clients are emotionally invested in the project • They’ve been thinking about... are their primary concerns • Long-term matters, but only as prescribed by regulation/statute Source: The Client Experience 2002 Selection process • Start with what and who they know – Delighted clients are your best marketing channel • Your work – Category expertise reduces risk – Visible proof • You – Chemistry is always the deciding factor • Do they listen? • Do they understand us? Source: The Client. .. – What can provide psychological reward or cause their career to advance? – What is their attitude toward risk? Position development questions • Problems/opportunities you can help them solve/address – “How can I …?” questions • From the client perspective • Hiring you will provide the answer – Answer to the most important “How can I…” question is the client benefit • Features that support benefits... you referred our firm to others? – Can you give me an example? – Why did you think we’d be a good fit with that client? – Did you share a specific story about us with them? • How are we similar or different from other firms you’ve met or worked with? Questions for clients • Can you tell us how you heard about us the first time? – What was your impression? • What was your impression the first time you... “Tell me about the most recent time you…” – “Can you give me an example?” Talk to your clients • They love you (or at least respect you) – They must, or they wouldn’t have hired you • They are flattered to be asked – Almost everyone likes to be valued • They have a perspective that you don’t – You will learn something that will help your current work as well as your marketing Questions for clients • Have... all the time – You must have learned something • They are flattered to be asked – And, they are essential to delivering on your message • Conduct a group session – Principals + client- facing employees Position development questions • Who are the people involved in the decision to hire us? – People, not companies/organizations • What motivates them? – What can cause them psychological pain or cause their... Source: The Client Experience 2002 About clients Clients are people People hire people 3 Finding your message • Context – What clients want the experience to be • Truth – What the experience is today • Vision – What you want the experience to be Finding your message • Ask questions and listen to the response – Your clients know who you are and what’s important to them – Your prospects know your competitors... headquarters Source: The Client Experience 2002 Builders of product • Development is their business • Marketability is a core driver • Have an established process and relationships • Typical segments – Commercial office, mixed-use development, multi-family residential Source: The Client Experience 2002 Government • Constrained by legislative/regulatory directions, even if they don’t want to be • The public (voters)... from what you had heard? • Has your experience been consistent with your first impression? – Can you give me examples of how it’s been different, or how it’s lined up? Questions for clients • What’s the best thing about working with us? – Can you give me an example, tell me a story? • What areas do we need to improve? – Can you give me a specific example? Ask your people • They are out there with clients... thinking about it for a long time • It’s exciting to be talking to someone who can make it real, and even better than they imagine Client mind-sets • Owner/operators • Builders of product • Government Source: The Client Experience 2002 Owner/operators • Building/managing space is not their primary business • Human outcomes matter – Healing, learning, productivity, comfort • Longer-term focused • Longer-term . marketing- oriented firm tries to get the firm to have what the client needs. Firm Client Marketing is all about perspective YOURS Firm Client THEIRS Marketing. Building a marketing plan 5. Role of the AIA brand 1. Marketing basics A sales-oriented firm tries to get the client to want what the firm has. A marketing- oriented