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Sunday, February 24, 2008

The top five marketing ideas

Image from -- publciity and communication skills will certainly help your marketing success!

This blog is an evolving repository of ideas and thoughts. Every now and then, however, it is good to summarize the basics. So I will outline what I consider to be the five most important marketing principals and ideas for the AEC community.
  1. Your brand is your clients' entire experience; and it is the essential element of your marketing. How do your clients find your service? Do you deliver the 'something extra' that turns them into enthusiastic supporters or, at least, do you avoid things that irritate, disturb and annoy them? This branding reflects the entire experience, and therefore relates to all the interactions between clients and employees.

  2. Do you get the basics right? Return calls (and emails) promptly; keep job sites clean and tidy -- every day? Have a simple, courteous and respectful communicating style with clients and employees? Have a basic dress code, neat, just a notch above what others expect?

  3. Is your Internet marketing strategy in order? Do you have an effective, highly ranked website; an e-letter, and (possibly) video or social networking links. Are you monitoring relevant internet forums such as or JLC Online (or this blog!)

  4. Do you belong/participate in relevant trade associations and groups; possibly your local home builders' association; maybe a specialized construction association or -- often most appropriately -- the associations where your potential clients are members? Consider the Society for Marketing Professional Services ( if you are in the AEC sector, as well.

  5. Do you track, assess, integrate, experiment, and explore new ideas, without losing touch with the foundations and the basics? Can you combine marketing methods and models in simple yet effective ways? Do you think through your marketing, plan and budget it appropriately, and then constantly evaluate what works best, and adapt it to your business?
Finally . . . don't worry if you don't have the answers to all of the questions I've posed here. Your story is an evolving one; your business will reflect your own passions, values, and perspectives -- and your clients will see you and do business with you for what you are.

Simply put, however, if you get it right, you will have a steady and satisfactory amount of business, and your clients will pay you what you are worth -- and that will be a whole lot more than most people in this industry earn.

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