Building Product Marketing Step One – Present Your Products with Pride
Architects are your customers and they are visual people. They create visual experiences and they have spent most of their lives drawing things and viewing drawings done by others. If your drawings were done in 1995, they are going to know it immediately and they will certainly not have a wow experience viewing your products. More importantly, they will get the feeling that you do not take pride in your products. Their enthusiasm for your products cannot exceed yours, so if you do not show them a polished image of your product, you won’t sell them very well.
Architects, like many other business professionals work on a linear, time based fee structure. When you get down to it, they are exchanging time for money. Since they are largely responsible for deciding what products will be used on a project, in some ways they are professional shoppers.
Distilled down into it’s simplest form, in the context of marketing building products you have a very visual person for whom time is of the essence shopping for your products. If the time required for the brain to make a positive visual impression is only a tenth of a second, why not make sure that when that architect sees your product, they see the most beautiful image possible?
Before you start reading, researching and developing a thousand new ways to market your building products, take a step back and make sure the actualy drawings and details you show architects are making a positive impression. If they are not impressive, all the marketing speak and glossy brochures are going to be wasted.
Regards,
Jason Yana