“Marketing’s biggest challenge,” according to Steve Olenski, a Forbes contributor, “appears to be presenting a consistent, unified brand across multiple customer touchpoints – on the Web, on social media, via mobile devices, and through traditional brick-and-mortar.” For the A/E/C industry, let’s add in email, proposals, SOQs, tradeshows, organizations your firm participates in, advertising, sponsorships, special events, client relations, and so on.
Are you delivering a consistent, unified brand promise across your communications channels? Or are you jabbing at your prospects with one message in an email and another on your website while your business developers are talking a totally different story when they meet with someone at a tradeshow or an organization event?
Consistency = credibility. And, consistency across your communication channels will drill your message home as prospects view you through one channel and gain the same message and perception through all your other channels.
To get everyone in your firm on the same page, identify:
In reality, it's all part of "integrated BD/communications (marketing)." Integrated marketing requires having your BD/marketing teams, seller-doers, technical staff, and senior management all speaking from the same script while the firm communicates through multiple channels. Identify a rock-solid brand and communicate that brand program to everyone in the firm so all your team members are singing the same song across all your marketing channels.
Today, stop jabbing at your audiences with inconsistent, unrelated messages and start respecting their time by delivering a consistent story of value. It takes time but the results are well worth it!
Looking for more info? Email firstname.lastname@example.org.
PS We're taking the holidays off, but will be back in the New Year with more great AEC strategies, processes, and tactics to move your firm forward in 2016. I hope you have a wonderful holiday!
Friday Chow is posted weekly, or thereabouts, to provide you with insights and considerations for AEC sales and marketing. Good stuff to feed your revenue engine!
When you're ready to improve your business development, marketing, and client relations programs, contact Red Hound Studios at email@example.com