{"id":4793,"date":"2016-05-25T00:09:41","date_gmt":"2016-05-25T00:09:41","guid":{"rendered":"http:\/\/www.visualconstructionmarketing.com\/?p=4793"},"modified":"2016-05-25T00:09:41","modified_gmt":"2016-05-25T00:09:41","slug":"why-building-material-companies-cannot-ignore-design-build","status":"publish","type":"post","link":"https:\/\/visualconstructionmarketing.com\/2014\/why-building-material-companies-cannot-ignore-design-build\/","title":{"rendered":"Why Building Material Companies Cannot Ignore Design-Build"},"content":{"rendered":"<p>[et_pb_section admin_label=&#8221;section&#8221;][et_pb_row admin_label=&#8221;row&#8221;][et_pb_column type=&#8221;4_4&#8243;][et_pb_text admin_label=&#8221;Text&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;left&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221;]<\/p>\n<div>Did you know that &#8212; on average &#8212; design-build project account for almost 40% of non-residential design and construction that\u2019s going up around the country? In some states, like Oregon &amp; Hawaii, it\u2019s up around 68%&#8230; for military work, it\u2019s over 80%.<\/div>\n<div><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-4798 size-large\" src=\"http:\/\/www.visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/DB-chart-1024x677.jpg\" alt=\"Design Build for Manufacturers\" width=\"1024\" height=\"677\" srcset=\"https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/DB-chart-1024x677.jpg 1024w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/DB-chart-800x529.jpg 800w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/DB-chart-768x508.jpg 768w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/DB-chart-300x198.jpg 300w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/DB-chart-1080x714.jpg 1080w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/DB-chart.jpg 1334w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/div>\n<div><\/div>\n<div>\n<p dir=\"ltr\">That\u2019s what the most recent <a href=\"http:\/\/dbia.org\/resource-center\/Documents\/2015StateOfDesignBuild.pdf\" target=\"_blank\">RS Means Design-Build Project Delivery Market Share and Market Size Report<\/a> says.<\/p>\n<p dir=\"ltr\">I know I was surprised when I heard it.<\/p>\n<p dir=\"ltr\">That\u2019s a pretty huge deal\u2026 and a <strong>huge opportunity<\/strong> for building product manufacturers. Assuming you can figure out how to get your products into that market.<\/p>\n<\/div>\n<div>In\u00a0this\u00a0post,\u00a0I\u2019d\u00a0like\u00a0to\u00a0share\u00a0a\u00a0few\u00a0ideas\u00a0on\u00a0how\u00a0you\u00a0can\u00a0do\u00a0just\u00a0that.<\/div>\n<div><\/div>\n<div><\/div>\n<div>\n<h2 dir=\"ltr\">Entering the Design-Build world<\/h2>\n<p dir=\"ltr\">In his blog post about the growing design-build market, <a href=\"http:\/\/www.seethewhizard.com\/blog\/the-growth-of-design-build\/\" target=\"_blank\">Mark Mitchell<\/a> says:<\/p>\n<p dir=\"ltr\">\u201c\u2026In the world of design-build, the more knowledgeable the contractor is about your products\u2019 quality, what your products can do, how fast you can supply them, what they cost, and how flexible you are to work with, the more likely you will be called on to be part of the team.\u201d<\/p>\n<p dir=\"ltr\">As usual, Mark\u2019s advice is right on the money. But there are also other possible entry points to consider. Such as through an architect who is part of the design-build team. Or through a developer. Or all the above.<\/p>\n<p dir=\"ltr\">There are several design-build contractual arrangements you\u2019ll come across. So you&#8217;ll want to consider different approaches\u00a0for your product. In the end, it\u2019s up to you to determine and test the strategy or strategies that will be most effective for your specific products and services.<\/p>\n<p dir=\"ltr\">To get a general idea of the lay of the land, let\u2019s take a look at some of the basic delivery methods you might come across as you look for a way to get started\u2026<\/p>\n<h2 dir=\"ltr\">Understanding Design-Build delivery methods<\/h2>\n<p dir=\"ltr\">The following list covers the most common design-build delivery methods you\u2019ll run into\u00a0as defined by the <a href=\"https:\/\/www.dbia.org\/\" target=\"_blank\">Design-Build Institute of America<\/a>. I\u2019m listing these so you&#8217;ll understand the possible \u201cpecking-order\u201d\u00a0you might be dealing with.\u00a0I won\u2019t go into the pros and cons of each method.<\/p>\n<p dir=\"ltr\">Just know these variations exist, and different approaches may be required for each\u2026<\/p>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><strong>Joint Venture<\/strong>: A joint venture between a designer and a builder.<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><strong>Fully Integrated<\/strong>: A design-build organization with in-house design and construction capabilities.<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><strong>Contractor-Led<\/strong>: A construction contractor as the prime contracting entity with the architect\/engineer as a consultant to the contractor.<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><strong>Designer-Led<\/strong>: A design professional as the prime contracting entity with a construction contractor as subcontractor.<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><strong>Developer-Led<\/strong>: The design-build entity is led by a developer with the construction contractor and design professionals both as sub-contractors.<\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">So, now you have a general picture of who the players are. For any successful design-build team, the key to success is an environment that encourages collaboration and open communication within the team and with the owner.<\/p>\n<p dir=\"ltr\">This is where your marketing strategies come in\u2026<\/p>\n<h2 dir=\"ltr\">Tweaking your website for the Design-Build world\u2026<\/h2>\n<p dir=\"ltr\">My first suggestion for you is more of an observation\u2026<\/p>\n<p dir=\"ltr\">I\u2019ve noticed a lot of building product websites have buttons on their home page\u00a0for \u201carchitects\u201d and \u201ccontractors.\u201d Sometimes even for owners (like in the following example from <a href=\"https:\/\/www.dirtt.net\/\" target=\"_blank\">DIRTT\u2019s website<\/a>).<\/p>\n<p dir=\"ltr\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-4802\" src=\"http:\/\/www.visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt-1024x382.jpg\" alt=\"dirtt\" width=\"1024\" height=\"382\" srcset=\"https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt-1024x382.jpg 1024w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt-800x298.jpg 800w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt-768x286.jpg 768w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt-300x112.jpg 300w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt-1080x402.jpg 1080w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt.jpg 1817w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-4799\" src=\"http:\/\/www.visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt.jpg\" alt=\"dirtt\" width=\"1\" height=\"1\" \/><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-4799\" src=\"http:\/\/www.visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt.jpg\" alt=\"dirtt\" width=\"1\" height=\"1\" \/><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-4799\" src=\"http:\/\/www.visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt.jpg\" alt=\"dirtt\" width=\"1\" height=\"1\" \/><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-4799\" src=\"http:\/\/www.visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt.jpg\" alt=\"dirtt\" width=\"1\" height=\"1\" \/><\/p>\n<p dir=\"ltr\">Those buttons help the manufacturer\u00a0guide\u00a0website visitors through the various pages and features. Helping to\u00a0customize\u00a0the user experience as best they can. Through the use of these buttons, they can highlight their products\u2019 benefits that are specific to that user type.<\/p>\n<p dir=\"ltr\">If you feel this is a smart move for your product\u2019s website &#8212; my question to you is, \u201cWhy don\u2019t you add another button that says \u2018Design-Build\u2019?\u201d<\/p>\n<p dir=\"ltr\">That way, you can speak directly to the design-build team and highlight the benefits that the whole team can appreciate and see as valuable. I haven\u2019t seen anybody else doing this yet, so do it right now and you\u2019ll beat your competitors to the punch.<\/p>\n<p dir=\"ltr\">\n<\/div>\n<div>\n<h2 dir=\"ltr\">Positioning your company as a resource for the Design-Build world\u2026<\/h2>\n<p dir=\"ltr\">One thing to consider with a growing market like this is there are new designers and builders entering the market all the time. Just like you, they saw the potential and decided to jump in.<\/p>\n<p dir=\"ltr\">What if you were the one bringing them up to speed on design-build best practices? What if you became the resource they came to for advice on getting ahead?<\/p>\n<p dir=\"ltr\">If you follow my advice, you\u2019ll be doing some detective work to better understand the design-build business. Why not take all that research and make it available to your design-build prospects? Show them how to save time, save money and to be more efficient on their next (or first) design-build venture.<\/p>\n<p dir=\"ltr\">That would put you in a good position, don\u2019t you think?<\/p>\n<p dir=\"ltr\">Become that thought leader for the industry, and selecting your product will become a no-brainer for the design-build team.<\/p>\n<p dir=\"ltr\">This is where you develop that content marketing you\u2019ve heard so much talk about.<\/p>\n<p dir=\"ltr\">It\u2019s not about writing how great your product is, or why they should buy from you. It\u2019s about providing your insights about your shared industry. It\u2019s about becoming that resource the designer or contractor comes to learn how to do things better.<\/p>\n<h2 dir=\"ltr\">Building your marketing arsenal for the Design-Build world\u2026<\/h2>\n<p dir=\"ltr\">As a building product manufacturer, you have various channels through which you can approach any market.<\/p>\n<p dir=\"ltr\">Each of them has different paths to follow.\u00a0\u00a0For design-build, one path is selling the architect on your product and arming him or her with the material to sell the contractor &#8212; who will then need to sell the owner.<\/p>\n<p dir=\"ltr\">That can be a challenge to figure out how to get all those marketing pieces into the mix and ensure they get in the right hands. What if there was a way to do all that with a single piece\u2026<\/p>\n<h2 dir=\"ltr\">Enter 3D visualizations done right\u2026<\/h2>\n<\/div>\n<div><\/div>\n<div dir=\"ltr\">Should\u00a0you\u00a0have\u00a0three\u00a0different\u00a0pieces\u00a0of\u00a0content\u00a0developed\u00a0to\u00a0make\u00a0sure\u00a0you\u00a0can\u00a0sell\u00a0your\u00a0building\u00a0product\u00a0to\u00a0each\u00a0stakeholder?<\/div>\n<div dir=\"ltr\">Or\u2026\u00a0is\u00a0there\u00a0a\u00a0way\u00a0you\u00a0can\u00a0have\u00a0a\u00a0single\u00a0piece\u00a0developed\u00a0that\u00a0would\u00a0be\u00a0visually\u00a0appealing\u00a0and\u00a0clarifying\u00a0for\u00a0all\u00a0stakeholders?<\/div>\n<div>\n<p dir=\"ltr\">One of my goals, as I work with different building material marketers, is to create 3D renderings, animations, and details that help minimize the company\u2019s marketing \u201cmoving parts.\u201d<\/p>\n<p dir=\"ltr\">By that, I mean that I try to make their marketing easier by creating product visualizations that can explain their product and its benefits in an appealing and simple manner. So it\u2019s easily understood by a <a href=\"http:\/\/www.visualconstructionmarketing.com\/my-secret-weapon-the-wife-test-visual-building-product-marketing\/\" target=\"_blank\">wide range of user types<\/a>.<\/p>\n<p dir=\"ltr\">So they might be able to use a <strong>single<\/strong> content piece to market their building product to <strong>all of the stakeholders<\/strong> on a building project.<\/p>\n<p dir=\"ltr\">Why make things complicated? Or as Bruce Lee once said: \u201cIt\u2019s not the daily increase but daily decrease. Hack away at the unessential.\u201d<\/p>\n<\/div>\n<div><\/div>\n<div dir=\"ltr\"><span style=\"font-family: Arial; font-size: medium;\">Here\u00a0are\u00a0some\u00a0examples\u00a0of\u00a0visualizations\u00a0I\u2019ve\u00a0created\u00a0with\u00a0my\u00a0clients\u00a0to\u00a0simplify\u00a0and\u00a0enhance\u00a0their\u00a0marketing\u00a0efforts\u2026 \u00a0 Notice the emphasis placed, not only on the technical benefits the products may have once they are installed, but the emphasis on how they are installed, how they save time and how they don<\/span><span style=\"font-family: Arial;\">\u2019<\/span><span style=\"font-family: Arial; font-size: medium;\">t require a contractor to stop and learn something new or do something out of his\u00a0\u201ccomfort zone\u201d.<\/span><\/div>\n<div dir=\"ltr\"><\/div>\n<div dir=\"ltr\">\n<p>&nbsp;<\/p>\n<div id=\"attachment_4797\" style=\"width: 1034px\" class=\"wp-caption alignnone\"><img decoding=\"async\" aria-describedby=\"caption-attachment-4797\" loading=\"lazy\" class=\"size-large wp-image-4797\" src=\"http:\/\/www.visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/pli-deck-illustration-2E-1-1024x636.jpg\" alt=\"Pli-Dek System for Concrete Decking on Wood Structures\" width=\"1024\" height=\"636\" srcset=\"https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/pli-deck-illustration-2E-1-1024x636.jpg 1024w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/pli-deck-illustration-2E-1-800x497.jpg 800w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/pli-deck-illustration-2E-1-768x477.jpg 768w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/pli-deck-illustration-2E-1-300x186.jpg 300w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/pli-deck-illustration-2E-1-1080x671.jpg 1080w, https:\/\/visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/pli-deck-illustration-2E-1.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-4797\" class=\"wp-caption-text\"><em><strong>Pli-Dek System for Concrete Decking on Wood Structures<\/strong><\/em><\/p><\/div>\n<\/div>\n<div dir=\"ltr\"><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-large wp-image-4799\" src=\"http:\/\/www.visualconstructionmarketing.com\/2014\/wp-content\/uploads\/2016\/05\/dirtt.jpg\" alt=\"dirtt\" width=\"1\" height=\"1\" \/><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>[\/et_pb_text][et_pb_video admin_label=&#8221;Video&#8221; src=&#8221;https:\/\/www.youtube.com\/watch?v=vUooe6q7-TY&#8221;] [\/et_pb_video][et_pb_video admin_label=&#8221;Video&#8221; src=&#8221;https:\/\/www.youtube.com\/watch?v=_a24hHqWh6I&#8221;] [\/et_pb_video][et_pb_text admin_label=&#8221;Text&#8221; background_layout=&#8221;light&#8221; text_orientation=&#8221;left&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221;]<\/p>\n<h3 dir=\"ltr\"><\/h3>\n<h2 dir=\"ltr\">Technical\u00a0help\u00a0for\u00a0the\u00a0Design-Build\u00a0world\u2026<\/h2>\n<div>\n<p dir=\"ltr\">The final recommendation I\u2019d like to make today revolves around the technical materials you provide to your prospects. What are you making available to make the design-build team\u2019s lives easier and making it easier to choose your products?<\/p>\n<p dir=\"ltr\"><strong>Technical details and BIM models<\/strong><\/p>\n<p dir=\"ltr\">The design-build team\u2019s goal of meeting tighter deadlines and keeping design costs down, makes quick, easy access to your product\u2019s technical details and BIM components all the more important.<\/p>\n<p dir=\"ltr\">At the same time, it\u2019s also just as important to make sure your technical details are easy to digest and understand. As I said, you need to make sure your details are understood by as many of the project\u2019s stakeholders as you can. It\u2019s not just a \u201cnice-to-have\u201d kind of thing\u2026 it\u2019s a must-have in the design-build world, if you want to make an impact.<\/p>\n<p dir=\"ltr\"><strong>Installation instructions<\/strong><\/p>\n<p dir=\"ltr\">I\u2019ve said it <a href=\"http:\/\/www.visualconstructionmarketing.com\/consequences-of-badly-presented-installation-instructions-for-building-materials\/\" target=\"_blank\">many times<\/a> and <a href=\"http:\/\/www.visualconstructionmarketing.com\/3-horror-stories-of-bad-installation-instructions-fear-the-wrath\/\" target=\"_blank\">in many ways<\/a>, but your product needs to have installation instructions that are clear and concise. Think about it this way\u2026<\/p>\n<p dir=\"ltr\">If you were a design-build firm, you\u2019d want to look at the install instructions before picking a new product &#8212; you don&#8217;t want any surprises. For that reason, installation instructions are a valuable sales tool (or potential sales killer)\u00a0in the design-build world.<\/p>\n<p dir=\"ltr\"><strong>Conclusion<\/strong><\/p>\n<p dir=\"ltr\">As you can see, the design-build market has a huge potential and is definitely worthy of your consideration. If you aren\u2019t already looking for ways to get into that market, drop everything and start today. All indicators point to its increase in the coming years.<\/p>\n<p dir=\"ltr\">Consider focusing at least some of your marketing efforts toward design-build projects. And if I can be of any help in developing your images and details using 3D visualization \u2013 let me know. I\u2019d love to chat about it.<\/p>\n<\/div>\n<div><\/div>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;About the author&#8221; saved_tabs=&#8221;all&#8221; global_module=&#8221;3895&#8243; background_layout=&#8221;light&#8221; text_orientation=&#8221;justified&#8221; use_border_color=&#8221;off&#8221; border_color=&#8221;#ffffff&#8221; border_style=&#8221;solid&#8221;]<\/p>\n<p>About the Author :<\/p>\n<p>Jason Yana has 2 decades of experience in architectural technology, 3d graphics and construction marketing. This unique combination provides highly-effective visual representations of building products that fuel marketing and support efforts.<\/p>\n<p>His award-winning body of work informs, inspires and educates building product customers.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section admin_label=&#8221;section&#8221;][et_pb_row admin_label=&#8221;row&#8221;][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you know that &#8212; on average &#8212; design-build project account for almost 40% of non-residential design and construction that\u2019s going up around the country? In some states, like Oregon &amp; Hawaii, it\u2019s up around 68%&#8230; for military work, it\u2019s over 80%. That\u2019s what the most recent RS Means Design-Build Project Delivery Market Share and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4807,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-4793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/posts\/4793","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/comments?post=4793"}],"version-history":[{"count":7,"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/posts\/4793\/revisions"}],"predecessor-version":[{"id":4809,"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/posts\/4793\/revisions\/4809"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/media\/4807"}],"wp:attachment":[{"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/media?parent=4793"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/categories?post=4793"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visualconstructionmarketing.com\/2014\/wp-json\/wp\/v2\/tags?post=4793"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}