building aec industry-beyond the built environment
DESCRIPTION
With more than 30 years experience working within the AEC Environment in marketing and business development, Danna J. Olivo, CEO of DAVNA Enterprises, LLC discusses the construction/design environment and overcoming the challenges to creating a brand awareness within the AEC industry. From brand awareness to proposal development to client retention...Danna discusses the do's and dont's as they relate to the AEC environment. In an period of renewed growth after a devastating economic recession, Danna works with small, medium and large organizations alike in promoting market awareness and business development techniques. The recent economic recession has changed the AEC landscape forever moving forward. Success within the industry no longer depends strictly on qualifications and relationships, but extends to what "Value-Added" benefits can be gained as well as the flexibility components tied to schedule and price. DAVNA's customized strategic marketing approach digs deep to uncover value added components and what it takes to gain public buy-in and acceptance.TRANSCRIPT
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Building the AEC IndustryBeyond the “Build” Environment
Focusing on AEC Marketing Solutions
Building the AEC Industry – Beyond the “Build” Environment
+Program Agenda
Building a Solid Foundation
Incorporating “Efficient” Infrastructure Elements
Building a Sturdy Structure
Effective “Close Out”
Marketing the “Built” Environment
Building the AEC Industry – Beyond the “Build” Environment
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Building a Solid Foundation
What Is The AEC Industry?
Know The Processes and The Players
Building the AEC Industry – Beyond the “Build” Environment
+Building a Solid Foundation
What is the AEC Industry? A complex team of service professionals
delivering one single product.
Demystifying the Myth
Developer
Architect
Design Engineer
CivilStructuralMechanicalElectricalPlumbingGeotechnical
Building Product Manufacturer
General Contractor
RegisteredCertified
Sub Contractor
MechanicalElectricalPlumbingConcrete
SteelMany, Many More
Broker/Realtor
Building the AEC Industry – Beyond the “Build” Environment
+Building a Solid Foundation
Know the Processes and Players
Demystifying the Myth
Desi
gn
Const
ruct
ion
Developers/OwnersProgrammers/Planners
ArchitectsDesign Engineers
Specification WritersInterior DesignersCADD Technicians
General ContractorsEstimators
SubcontractorsSurveyors
Building InspectorsInsurance/Bond Specialists
Facility OperatorsSafety Experts
Building the AEC Industry – Beyond the “Build” Environment
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Incorporating An Efficient Marketing Infrastructure System
Knowing Your Product and Market
Incorporating Efficient Systems
Building the AEC Industry – Beyond the “Build” Environment
+Incorporating An Efficient Marketing Infrastructure System
Marketing a Service to Deliver a Product The AEC product is the “Service” provided to deliver that
product Letters of recommendation/reference Client video testimonials Project case studies Safety and Performance Awards
Knowing Your Product and Your Market
Building the AEC Industry – Beyond the “Build” Environment
+Incorporating An Efficient Marketing Infrastructure System
AEC Marketing is primarily business to business The owner/developer is the primary client with both the
Architect and Contractor in most situations Design-Build delivery General Contractor assumes primary
contractual role, Architect is client of GC
Knowing Client and Market is Key to Success!
Knowing the Product and Your Market
Building the AEC Industry – Beyond the “Build” Environment
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Incorporating An Efficient Marketing Infrastructure System
Know Who Your Marketing Team Is… Marketing is a Corporate-Wide Investment
Executive Team – Managing entire organization Business Development – individuals bringing new
clients into company Marketing – individuals responsible for communicating
marketing message outside and inside the firm Graphic Designers, Copywriters, Videographers,
Photographers, etc. Project Executive Managers – Individuals in direct
contact with existing clients. Designer, CADD Technicians, Project Managers,
Superintendents, etc.
Incorporating Efficient Systems
Building the AEC Industry – Beyond the “Build” Environment
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Incorporating An Efficient Marketing Infrastructure System
Systems Management = Time Management CRM Databases Organize Marketing Tools and Collateral for Easy Access
Resumes, Project Photographs, Project Cut Sheets White Papers, Case Studies
Monitor and Update Basic Collateral Regularly
Make Corporate IT Your BEST Friend!
TAKE CONTROL! If Not It Will Eat You Alive!
Strategic Organization of Systems Imperative
Building the AEC Industry – Beyond the “Build” Environment
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Building A Sturdy Structure
Basic Marketing Tools of the Trade
Specialty Marketing Tools
Requests for Proposals/Qualifications
Staying Ahead of The Game
Building the AEC Industry – Beyond the “Build” Environment
+Building a Sturdy Structure
Internet/Intranet Website
Corporate Overview Brochures
Industry Specific Qualification Packages
Specific Service Provision Write Ups Green Building
LEED® Certification Write-ups State Certifications
Corporate Newsletters
Basic Marketing Tools of the Trade
Building the AEC Industry – Beyond the “Build” Environment
+Building a Sturdy Structure
Special Milestone Events
Trade Show Booths
Promotional Items
Public Relations
White Paper/Case Study Reports
Project Case Videos/Photos
Specialty Marketing Tools
Reaching Your Audience
Where They Are!
Building the AEC Industry – Beyond the “Build” Environment
+Building a Sturdy Structure
70% of AEC Marketer’s Responsibilities Team involvement Critical Milestone
strategy for Winning New Work!
It is a lengthy Process
Finding and Chasing the Work
Lead Generation
Fact Finding
DevelopingRelationships
RFP/RFQSubmission
s
ShortlistPresentatio
ns
Award/WIN!
Building the AEC Industry – Beyond the “Build” Environment
+Building a Sturdy Structure
Requests for Proposal/Qualifications (Design/Construction)
Identify project scope – invite interested firms to submit By law public projects advertised (FAW, Onvia, BlueBook) Some private solicitations follow RFP concept Responses must follow RFP Guidelines
Invitation to Propose or Bid (Design/Construction) Generally utilized for private projects Relies on relationships more so than public projects
Invitation to Bid (Construction) This is a “hard bid” – bottom line
Closing the Sale
Building the AEC Industry – Beyond the “Build” Environment
+Building a Sturdy Structure
Find out about leads EARLY! By the time RFP is released…it is too late
Remain Connected to Your Peers Professional Associations Non-competitive Lead Groups
Stay on top of new Marketing Trends Social Media Marketing Most current technological software
Staying Ahead of the Game
Building the AEC Industry – Beyond the “Build” Environment
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Effective “Close Out”
Marketing After the Win
Retention 101
Building the AEC Industry – Beyond the “Build” Environment
+Effective “Close Out”
Marketing responsibilities continue Project milestone publication and event planning
Wins, Groundbreaking, Topping Out Training and monitoring of field personnel
Ensuring field personnel maintain relationship Keeping client informed of marketing events
On-going project publicity Case Studies Feature Articles
Marketing After the Win
Building the AEC Industry – Beyond the “Build” Environment
+Effective “Close Out”
A Happy Client is a Client Retained Endorse corporate training of techs and field personnel
Marketing 101 Watching for the next project
Saving the deal Handling issues effectively
Reference Letters/Video Testimonials Can be utilized in future marketing endeavors
Personalized gifts Framed photographs of finished project
Award Submissions
Retention 101
Building the AEC Industry – Beyond the “Build” Environment
+Conclusion
Building a Solid Foundation Know what it is that you are selling and marketing Know who your market and customer are
Incorporating “Efficient” Infrastructure Elements Set up marketing systems for easy sharing and organization
Building a Sturdy Structure Incorporate a broad spectrum of marketing tools to deliver
message
Effective “Close Out” DON’T DROP THE BALL after the win
Marketing the “Built” Environment
Building the AEC Industry – Beyond the “Build” Environment
+ConclusionAny Questions?
Building the AEC Industry – Beyond the “Build” Environment