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DBN: So how does that decision making process apply to marketing? BP: "Well, it's precisely the same process really, only a marketing designer (if you will) -- some one like me, for example, guides the architect, and his or her firm, through a similar decision-making process which results in a plan and program that gets the firm moving pragmatically toward accomplishing longer term strategic objectives. To be effective, marketing has to be strategically driven -- it has to clarify the future needs for the firm; and then it has to transition into an administrative plan of action, and then that action has to be managed and ongoing in the real world. Most firms understand all of this as it applies to the design build process, and they work well as a team in the practice of architecture; however, it's difficult for them to step out of the box and view the firm as a business entity, a marketing model moving progressively through time."
BP: "A work product that's recognized and respected is of course good marketing for any firm. A body of work -- built projects, recognized like that, produces a great firm. But, bottom line, nothing markets an architect better than a satisfied client. The rest is communication. So a good marketing strategist helps any architecture firm get to this level of planning efficiently and effectively." DBN: How long does it take to establish this kind of marketing for a firm? BP: "Good question. It varies with the firm. A start-up plan takes a couple of years and there are all sorts of challenges along the way. An aggressive start-up firm has a certain set of challenges; an established firm has a different situation. It's difficult for any firm to transition from one stage to another in terms of size, practice, capitalization, geographic market and so forth. One of the problems is that architecture schools don't really prepare architects to market. Schools emphasize presentation and self-confidence about the work, but the actual business aspects of marketing seem to fall outside the professional training. My son is a fourth year architecture student, and I've lectured at several schools on this subject, so I'm aware of a marketing deficit in the educational process. Also, this is not unusual -- engineers, physicians and attorneys face similar limitations when it comes to marketing education." DBN: Is there one sort of quick marketing tip you could give any firm? BP: "Not really. Shot-gun marketing and "tips" go nowhere if there's no plan driving the tactics." DBN: Well, where do you look for a quick study of a firm? BP: "Ok -- take a look at your website. Does it communicates the passion and joy you take in your work? Does it communicate that kind of experience to attract the browsing potential client or associate to your firm's work? If the website doesn't do that, it probably isn't helping your firm communicate very well. And that indicates amateurish marketing" DBN: Thank you. Robert J. Philbin If you would like to be considered for a Q/A interview, contact Samantha Brisbane, Associate Editor at 717-975-2148, or sbrisbane@hersheyphilbin.com Click
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