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Designers Market-Link™ Newsletter 
"Smart Marketing Tools for Architects, Designers, and Allied
Professionals"
Online Issue No. 6
"Talking to Strangers"
by Susan Bilenker
This summer, I took a scouting trip to San Diego and Santa Barbara. Outfitted
with local street maps, bus schedules, comfortable walking shoes, and a smile, I spent six
days looking around, talking to strangers, and getting the sense of places I'd never been
before. All via planes, buses, a train, a trolley, and on foot.
In the grand scheme of things, I may never encounter again any of the
"strangers" I met there. Then again, I might, especially if I continue to spend
time in either city.
This, in a nutshell, is the essence of networking and targeted
marketing: Seeing "strangers" as potential new friends, starting with a
single seed -- a friendly conversation -- and continuing to tend it so it will grow into a
plant with many branching possibilities.
Will I stay in touch with everyone I met on this trip? No. However, when I return to
Santa Barbara in a few months, I'll continue my daily habit of walking around town
(instead of driving!), and over time I'll bump into people I've met before -- at a cafe,
at the post office, at the copy shop, on the bus -- and every friendly conversation will
add to the one before.
After about six to nine contacts with each person, over the course of
two years, I can expect that new business or referrals to potential clients will emerge
from these friendly encounters, or "bumpinta's" as I call them.
A charming fantasy, you're thinking . . . but how does it relate to the reality of
marketing for an architecture or design firm?
In the June 16, 1997, issue of Design Intelligence, Joan Capelin debunks several
marketing myths, including "Myth 3: Marketing stops when the project begins, and
public relations begins when the project ends. . . Marketing and public relations never
stop. And they start the day a firm opens its doors."
In my experience, design firm principals let out a huge groan when reminded of this
reality. (Are you sighing as I speak?) Ongoing "stay-in-touch communications"
with strangers -- prospective clients, design and trade magazine editors, Web site
visitors -- was not part of your curriculum in architecture school, doesn't fit into your
extremely busy daily schedule, and sounds too vague to guarantee concrete results in the
form of new project contracts.
And even with the best of intentions, given the geographically far-flung nature of the
design business, how can you ever find the time to "hang out" with prospective
clients located all over the country or the world?
So how can you get your proverbial foot in the door to see people who've
never heard of you and don't want to sit through your sales pitch for services they
probably don't need today?
The answer is that there is an effective process for increasing your firm's visibility
in the marketplace.
Just as architectural design follows a clearly delineated sequence -- facilities
program, conceptual design, schematics, design development, contract documents, contract
administration, post-occupancy evaluation -- which ensures quality results,
"integrated marketing" follows a consistent sequence of activities that combine
to make key decisionmakers aware of your firm, interested in your services, desirous of
meeting you, and ready to actively work with you.
Some real-world results of a well-targeted, regularly executed program
of this kind are the ever-popular: "Oh, yes, I've heard of your firm;"
the inspiring: "We've been receiving your 'junk mail' for months, and now we have a
project for you;" the heartwarming: "Yes, please keep me on your mailing list .
. . your mailings are always informative and your work is exciting;" and the
antithesis of the cold call: "Sure, I'd be glad to meet with you when you're in town.
I'm familiar with your firm's work and I'll show you around our facility. Would it be OK
if I invite our production staff to the meeting, too?"
The comforting news is that there are consultants who specialize in this type of
marketing and publicity service for design firms, so you don't have to do the work
yourself or assign it to already overworked staffers in your office.
Your responsibility is to work closely with the consultant to develop a marketing
strategy that fits your objectives, budget, and corporate style. And to promptly review
and approve marketing, publicity, and Web site content so it can be produced and
distributed to your target contacts in a timely manner.
The trying news is that it takes about two years of continual marketing and publicity
to establish your firm's heightened "brand awareness" in the marketplace. That's
because people need to hear about you or from you a minimum of six to nine times before
they're moved to respond.
Your marketing and publicity consultant will generally charge a monthly retainer, the
amount of which is based on the depth and complexity of your marketing program. Standard
reimbursable expenses are additional, and you can establish an expense budget cap. Because
results take awhile to emerge, you'll be asked to sign a minimum one-year contract for
these services.
Now that you're an adult, you can reverse the parental warning about
talking to strangers. In fact, consider the idea that there is no such thing as a
"stranger." There are simply lots of people surprisingly like yourself
whom you haven't had the opportunity to share a "bumpinta" with. And some of
them may become clients, friends, or both, over time.
The key, for your firm's longevity and for your own enjoyment of daily life, is to
commit to a lifelong habit of "staying in touch."
Susan Bilenker is a marketing and publicity consultant. She specializes in strategic thinking and implementation for architecture and design firms, working directly with the principals to identify and open up new markets for their services. Involved with the Internet since 1995, she publishes several informational Web sites, including DesignSite and Rivertowns Online.
copyright 1997-2005 Susan Bilenker
Communications.
Updated 1/24/05
Please send comments and suggestions to Susan Bilenker at
info@design-site.net.