ANDY CASSIE, CIB COMMUNICATIONS

Traditional one-way communication no longer provides the visibility and cut through required.

To really influence brand awareness and improve the specification of your products or brand amongst architects, you need to enter into a two-way dialogue.

Enable an architect to experience your brand at a number of different levels and touch points.

#1

Differentiate your products and services from the ever-increasing competition by creating a real ‘personality’ behind your brand.

#2

Engineer and build a brand that has a ‘feel good’ factor.

#3

Most importantly, if delivered, correctly they’ll provide a far better ROI and integrate with your more standard marketing activity.

#4

How to develop campaigns that speak an architect’s language?

The key to success is marketing campaigns that provide real ‘interactivity’.

#1

Watch the video here: http://www.vimeo.com/9397756

Find some common ground. #2

Zumtobel QuinJung Ma, Baumschlager & Eberle Stephan Behnisch

Architects love to create - they are creative people! #3

Euroclad Drawing Competition

They also love to see what their peers have been up to.

#4

The do’s and don’ts when creating a campaign or competition for architects.

Keep it simple. #1

Ensure it’s a level playing field. #2

Zumtobel Photographic Competition

Avoid overt sales messaging. #3

Encourage creativity but provide strict parameters from them to work within.

#4

Rewards/prizes don’t need to be excessive. #5

Don’t ask them to simply do their job! #6

Competitions with an obvious sales message. #7

Competitions that relate to their day to day jobs. #8

Don’t get them to design a product. #9

Anything that is too complicated. #10

Leverage the access that the core architectural magazines can provide to this audience.

#1

Credible titles are always looking to encourage more 2-way communication with their readership – be that vehicle!

#2

Weeklies tend to perform better than monthlies for competitions as they have the ability to build real awareness over a shorter period.

#3

Online should be used to drive response.

#4

Corus ‘Greatest Advance in Construction’ Campaign

Corus ‘Greatest Advance in Construction’ Campaign

Political or controversial if you are brave enough. #1

Re-designing classic buildings or buildings they love or hate.

#2

Monier ‘ Put a roof on it’ Competition

Monier ‘ Put a roof on it’ Competition

‘A Home for Boris’ by Anna Gibb

Involvement with the quirky and famous. #3

GEZE ‘Create an entrance to London’ competition

GEZE ‘Create an entrance to London’ competition

Getting the great and the good of the architectural community to judge does help too.

#4

•  Sir Terry Farrell •  Ken Shuttleworth •  Piers Gough •  Julia Barfield •  Chris Egret • Mike Davies

Just a few of the judges we’ve had for various campaigns.

“Rarely in my experience has competition judging been so entertaining, so convivial and with so much fun and chat.”

Sir Terry Farrell

Don’t forget the ‘winning’ element. These are competitive people!

#5

But isn’t it all Architectural Students and Architects from Albania, Bhutan and Indonesia?

#6

Zumtobel Photographic Competition

• 83% of Top 100 practices • 25% were Partners or Directors • Over 4,000 requested cameras

So now you probably want to know do they specify as a result and does it sell product?

#7

Finally, a few words of warning. #8

Speak to us:

01372 371800 www.cibcommunications.co.uk