Don’t wait for clients to come to you – actively target the kind of clients you want to work for.  This workshop will provide you with frameworks and structures to identify and evaluate target markets and develop an effective 12 month marketing plan. This hands-on, two-session workshop will help focus your marketing efforts for the year ahead, make the most of your marketing budget and give you confidence how to proactively target new clients for business.

Session 1
The first session will present 3 established marketing frameworks and explain how architects can use them to develop an effective marketing strategy. The session will be a mix of theory and practice with exercises segmenting the market, calculating size and profitability of chosen market, Q&A and discussion about strengths and weaknesses of push and pull marketing techniques.

Market segmentation helps determine which sectors or clients to target

• Industry sector
• Geography
• Service
• Client Type

AIDA explains the process to convert a potential lead into a fee-paying client

• Aware
• Influence
• Desire
• Action

4 Ps sets out how to differentiate your service in a competitive marketplace

• Product
• Place
• Price
• Promotion

Session 2
The second session will present marketing communication tools and discuss how architects can use them to reach their target clients. The second session will focus on developing a 12 month marketing plan to target the selected clients and will also cover USP, branding and sales techniques. Marketing communication tools for private, commercial and public sector clients include:

• PR
• Website and brochures
• Social media
• Personal selling and networking
• Built and un-built work
• Indirect tools