 |
| Image Copyrights: Bansri Pandey |
Hafeez Contractor was hauled
before the council of architecture in India, for allegedly projecting himself
in a TV ad, violating rules of professional behaviour. -The
Sunday Express, New Delhi
Direct advertising used by architects, has been a topic for debate since last couple of decades. Joseph A. Demkin explains in The Architect’s Handbook of Professional Practice,
Direct advertising used by architects, has been a topic for debate since last couple of decades. Joseph A. Demkin explains in The Architect’s Handbook of Professional Practice,
“The first AIA ethical code was established in 1909.
By today’s standards, some of the original principles seem out-of-date. Under
the original code, design-build was a forbidden practice and paid advertising
by architects was not allowed. By the late 1970s, the AIA code of ethics had
been significantly amended. Design-Build became an accepted approach to project
delivery and advertising was no longer the anathema it had been.”
Typically, the direct advertising involves
promotion through ads in professional journals, newspapers, hoardings,
magazines, TV and Radio. These mediums of advertising are a few of the most
expensive tools you can utilize. So, the question for architects here is not
about whether to use these mediums or not, rather it is about why to use them.
Go back to your marketing plan and find out who are your customers. Are they
builders or real estate developers? Are they investors? If, then, it is
unlikely that they are starting to open a newspaper to find an architect. Therefore,
it is vital to examine the impact of these advertising media and the benefit
they can bring into your firm.
In my opinion, it is not necessary to use these direct advertisement options the way a product campaign does. But at the same time, you also shouldn’t miss the benefit of having some exposure in newspapers, professional journals and public media like TV or radio. Thus, a right mix and a right approach must be designed in order to send across your message effectively as well as to capture enough attention of your potential clients.
Following are few of my suggestions on how you can use direct as well as indirect advertisement tools to benefit your architectural/design firm:
(Please check ethical practice norms of your country before applying any advertisement strategies)
1. Professional publications are always looking for interesting articles. Tie-up with one of those in your region. Publish articles on the subject of your expertise as regularly as possible. This way, you will build a good reputation in the professional circle.
2. When you advertise to hire an employee for your company, take advantage of the ad space and publish a creative ad that not only talks about employment needs but also about your company’s services. Some examples of creative employment ads can be seen here.
3. Be socially active. Participate in the events and activities organized by professional associations or social clubs. This will not only give you a chance to build your reputation but also give you an access to a wide network of professionals with whom you can build and maintain your relationship.
4. If you get recognition or an award anytime during your career, take an advantage of this situation to market yourself. Invite a press conference to announce your recent achievements and forthcoming projects. Utilize your relationship with professional publications to get your recent achievements published.
5. Don’t just take a listing, but also advertise in Yellow Pages/Other directories of your region. While flipping through the directory, most people tend to notice the advertisement more than just the listing.
6. To begin with, you and your associate consultants can buy an advertisement package together and share the costs. This will not only make the campaign cost-effective but will also give an impression of the wide range of services that are offered. There is also a possibility of publishing review about your company done by professional critics as part of your advertisement. This third party endorsement may also be effective, depending on the type of your business.
7. Internet-ads can also be explored to promote your company to a wider market. Platforms such as Google Adsense and Facebook Ad campaign are some of the popular choices. Creative but targeted internet ad can also do wonders for your business.
Further reading:
[1] Video: Transforming Architecture’s 15 sec Commercial Ad
[2] Example: An Advertisement by Michael Rust-Architect
[3] Example: An advertisement Soards’s city directory in 1886 placed by New Orelans architect John f. Braun
[4] Interesting and funny ads from architectural forum: Here
In my opinion, it is not necessary to use these direct advertisement options the way a product campaign does. But at the same time, you also shouldn’t miss the benefit of having some exposure in newspapers, professional journals and public media like TV or radio. Thus, a right mix and a right approach must be designed in order to send across your message effectively as well as to capture enough attention of your potential clients.
Following are few of my suggestions on how you can use direct as well as indirect advertisement tools to benefit your architectural/design firm:
(Please check ethical practice norms of your country before applying any advertisement strategies)
1. Professional publications are always looking for interesting articles. Tie-up with one of those in your region. Publish articles on the subject of your expertise as regularly as possible. This way, you will build a good reputation in the professional circle.
2. When you advertise to hire an employee for your company, take advantage of the ad space and publish a creative ad that not only talks about employment needs but also about your company’s services. Some examples of creative employment ads can be seen here.
3. Be socially active. Participate in the events and activities organized by professional associations or social clubs. This will not only give you a chance to build your reputation but also give you an access to a wide network of professionals with whom you can build and maintain your relationship.
4. If you get recognition or an award anytime during your career, take an advantage of this situation to market yourself. Invite a press conference to announce your recent achievements and forthcoming projects. Utilize your relationship with professional publications to get your recent achievements published.
5. Don’t just take a listing, but also advertise in Yellow Pages/Other directories of your region. While flipping through the directory, most people tend to notice the advertisement more than just the listing.
6. To begin with, you and your associate consultants can buy an advertisement package together and share the costs. This will not only make the campaign cost-effective but will also give an impression of the wide range of services that are offered. There is also a possibility of publishing review about your company done by professional critics as part of your advertisement. This third party endorsement may also be effective, depending on the type of your business.
7. Internet-ads can also be explored to promote your company to a wider market. Platforms such as Google Adsense and Facebook Ad campaign are some of the popular choices. Creative but targeted internet ad can also do wonders for your business.
Further reading:
[1] Video: Transforming Architecture’s 15 sec Commercial Ad
[2] Example: An Advertisement by Michael Rust-Architect
[3] Example: An advertisement Soards’s city directory in 1886 placed by New Orelans architect John f. Braun
[4] Interesting and funny ads from architectural forum: Here
Related Blogs:
- Why marketing is important for Architects?
- What is different about selling design services?
- Naming your firm
- Finding your Gap
- Let’s find a client
- Why pricing is marketing?
- Marketing Plan – not a tool, but a need
- Is “ Marketing ” for Architects?
- 'Identity' based Marketing Tools for Architectural/Design Firms
No comments:
Post a Comment