Hi, Reader
I’ve been reflecting a lot after my recent stint last week as a speaker at the Society for Marketing Professional Services (SMPS) Annual Amplify conference. And no, not just about how I should’ve worn more comfortable shoes for my 60 minutes of fame or how hot 106 degrees in Austin, TX, really feels. This year is monumental for marketers in our industry. As we celebrate SMPS’s 50th “Golden” anniversary, I’ve noticed some striking parallels between this milestone and the dynamic world of AEC marketing. It’s almost as if we’re on the cusp of a golden era for AEC marketers. Exciting, right?
In the rollercoaster of economic ups and downs, the brand aspect of AEC marketing often finds itself under the microscope. Having ridden the highs and weathered the lows of our industry for the past 30 years, I can’t recall a time when the gap between the “make it pretty” marketer and the “revenue generator” marketer widened at such a breakneck speed.
Let’s take a moment to think about the brands we all admire – Apple, Google, Microsoft, Amazon. Beyond their tech wizardry and innovative products, these giants have soared because they’ve mastered the art of customer-centric brand management. They don’t just have customers; they have die-hard fans. At their core, these companies offer technology-based solutions to modern life’s necessities. Yet, their brand magic makes each purchase feel like joining an exclusive club. Don’t believe me? Try convincing an iPhone user to switch to Android or vice versa. Good luck.
Pushing all our energy into chasing immediate sales is tempting, especially when lean times may lie ahead. This is even more true for relationship-based industries like commercial real estate, design, and construction. AEC firms are no strangers to the signs of an economic slowdown – project delays, ballooning account receivables, and a dwindling pipeline report that looks more like a straw than a funnel.
But history has shown that simply following the herd can lead us astray. Remember the 2010s when public sector owners received dozens of responses for even the most minor projects from firms scattered across the map? However, this cycle has its own quirks. The talent market remains dominant, even amidst economic downturns. The talent war rages on, with Gen-X leaders navigating the skill and experience gap affecting industries across the board. Time and bandwidth have emerged as the primary business drivers. The questions we grapple with are: How do we stand out? How do we attract the best clients without resorting to a neon sign? Attracting less-than-ideal clients is easy. But the industry’s premium owners – those who value your expertise and are willing to pay for quality, will always gravitate toward the industry’s premium brands.
The landscape of AEC marketing is changing at an unprecedented pace. Now, more than ever, there’s a pressing need for firms looking to scale to start having meaningful conversations with others in the same situation. If you’re keen on understanding the future of AEC marketing and business development, I highly recommend attending PSMJ’s A/E/C MarketPRO 2023. I’m honored to be the keynote speaker at this event, but the line-up after me is the golden ticket to the future. We will delve deep into strategies to set your firm apart in this new marketing era. And here’s a little secret for those who follow our newsletter: Use the code “SMARTEGIES400” to get $400 off your registration.
What truly sets one AEC firm apart from another in these pivotal times? It boils down to having a brand strategy that evokes customer and employee trust. Can we think of anything more challenging to convey through marketing? Yet, the answers and approaches to these challenges await at MarketPRO. Let’s navigate this golden era of AEC marketing together.
See you in Salt Lake City!
