In today’s digital age, potential customers are more informed than ever. In fact, prospects have made 60 percent of their buying decision before even talking to a sales representative.
This means that more often than not, potential prospects have already made up their mind about how your product meets their specific needs before they even connect with a member of your team.
Pipitone Group's (PG) Architectural Building Products Team recently attended the 2017 American Institute of Architects (AIA) Convention.
Along with supporting our clients, we were afforded the opportunity to asses the architectural building products landscape and learn best practices from industry leaders. A special perk was sharing in our clients' experience as they were recognized for their advertising efforts at the Architectural Record Advertising Excellence Awards Breakfast.
Developing a marketing strategy geared toward architects is a complex process.
In the past, building product manufacturers would simply rely on feedback from their sales teams, or use networking opportunities like lunch and learn events to earn face time and get inside an architect’s head regarding the specification process.
The merits of trade show effectiveness within the architectural building products arena — and trade shows in general — are a hot-button issue in today’s marketing culture.
Over the course of my 30 years of strategic planning experience in the architectural building products space, I have worked on a wide range of integrated marketing campaigns. Over that time, most of them have been memorable, but did they move the business forward?